DODGE SCAT PACK AND PLYMOUTH RAPID TRANSIT SYSTEM CHRYSLER'S MUSCLE CAR MARKETING PROGRAMS 1968-72
MOPAR FANATICS, MUSCLE car aficionados and racing historians, take heed, you need to snap up this book.
1968 was looking to be a smokin' hot year for Dodge, as new Coronet and Charger models hit the showrooms. Sales may have been meager, but horsepower was abundant. Dodge had developed a program that would increase brand awareness and accentuate the performance advantage it held on the streets. Dodge Fever was rampant, and the Scat Pack was born.
In 1970, the Scat Pack begat Plymouth's Rapid Transit System. Both programs were aimed at hammering messages of their respective hot rod offerings to younger car buyers. Chrysler incentivized owners to join its clubs by offering free goodies. Plymouth took its show on the road with the Rapid Transit System Caravan featuring eye-popping prototypes. The result was one of the most memorable and highly successful marketing campaigns of the muscle car era.
Thorough examinations of the Charger R/T, Coronet R/T, Dart GTS, Super Bee, Daytona, Challenger R/T, Demon 340, Road Runner, GTX, 'Cuda, Duster 340 and Sport Fury GT will have you hunting up plans for a time machine. You'll relive the muscle cars, advertisements and marketing tools employed by Chrysler in this firstever book published about these amazing Mopar programs. This new book from author and historian Jim Schild is a must-read.
This CarTech offering is available at Cartechbooks.com or call 800.551.4754.