WORDS & IMAGES: SCOUT MOTORS
The America Others Pass By
n the 1970s, the phrase “Scout the America others pass by” appeared on ads and promotional materials for the Scout II™, Terra™, and Traveler™ vehicles. But it was more than marketing. It captured the Scout brand's deep appreciation for the land and travel. It was a reminder that there’re many ways to get from point A to point B, and some are a lot more interesting than others.
It was a call to explore unknown areas on the map, like the washed-out logging trails, fire roads, and towns without stoplights. It reminded drivers that real adventure doesn’t always make itself obvious; you have to go out looking for it. Sometimes it hides deep in the thicket, and other times it’s right in your own backyard. Either way, you simply need to get in and go.
Designed for Adventure
The tagline showed up on advertisements, dealer commercials, and brochures – all touting the Scout vehicles’ off-road prowess in challenging terrain. Everything from rocky passes to dusty dunes, these ads embraced the Scout brand’s independent spirit. It was a lens through which to view the world and made every trip a potential adventure.
A 1977 sales brochure featured the Scout Terra confidently tackling the sand, embodying the Scout brand’s “up for anything” attitude. Ads for the Scout II Traveler showed its practical hatchback design, which easily stored all the essential gear necessary for a weekend camping getaway.
International Harvester also produced useful tools to promote real-world expeditions, like the International™ Scout® North American Trail Guide released in 1979. This guidebook outlined lesser-known routes and destinations across North America, providing maps and travel tips to actively encourage Scout vehicle owners to get out and explore. Inspired by the tagline, the guide offered practical resources to inspire an authentic adventure.
Simplicity, resilience, and practicality have always been at the core of the Scout brand ethos – and the tagline captured these qualities in a single, elegant phrase. The early Scout vehicles were built for tough terrain, but they also served to connect drivers with their surroundings and communities. Whether navigating the backcountry, crisscrossing farmland, or helping neighbors – Scout vehicles not only provided reliable companionship, they inspired confidence to do more and go further.
In retrospect, it’s obvious that the Scout truck’s rugged, versatile design naturally inspired both the tagline and the creative execution of the classic ads. But it’s important to remember that during this period, the idea of the “Sport Utility Vehicle” or SUV was still in its infancy. International Harvester was at the forefront of creating not only the products that helped define this new vehicle category, but also the lifestyle itself.
Continuing the Legacy
Scout Motors is driven by our storied history and dedicated to the pioneering spirit. The philosophy that underpins “Scout the America others pass by” is a guiding principle and continues to inspire us. As we build what’s next, we’ll keep encouraging our community to seek out America’s hidden routes and destinations, maintaining the trailblazing mindset of the Scout brand.
The vehicles and products we are developing continue to embody this enduring attitude. By combining rugged capability with thoughtful design, we aim to empower modern explorers to confidently take on their own adventures, big or small. Just like the original Scout trucks, these vehicles are designed for the journeys others might overlook, embracing the adventure and connection that has defined the Scout brand from the beginning.
