BOOK BEAT

DODGE SCAT PACK AND PLY­MOUTH RAPID TRAN­SIT SYS­TEM CHRYSLER'S MUS­CLE CAR MAR­KET­ING PRO­GRAMS 1968-72

Drag Racer - - Quarter-mile Update -

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.

Newspapers in English

Newspapers from USA

© PressReader. All rights reserved.