Muscle Car Files
With Chargers, Challengers and Barracudas getting out of financial reach of most enthusiasts, maybe now’s the time to rediscover Mopar’s little-big muscle car: the Duster…
This month we’re looking at the Plymouth Duster, a much-maligned muscle car in most pundits’ eyes. Smaller-bodied muscle cars tended to be the result of product developers’ efforts to stuff hot V8s into models that were designed to sip fuel. Plymouth’s Duster, which arrived in 1970, on the other hand, was conceived as a ‘mini’ muscle car and tamed for economy.
The Plymouth line-up always saw the Valiant as the lower-priced budget offering and hence unsuitable for a sport model. So when funding for a styling refresh came down from Corporate Chrysler for the upcoming 1970 models, the Plymouth team jumped to it and turned the Valiant into a slick fastback. With newly designed rear quarter panels, deck lid and tail panel, coupled with Mopar’s bright innovative High Impact paint colours, the Duster hit the right note with budget-minded buyers.
That same A-Body design saw the little compact through to 1976, basically unchanged, a remarkable feat. However, Plymouth’s real reason for the Duster was to find a home for its outstanding 340cu in V8. A screaming smallblock Duster 340 could easily embarrass many a big-block car, and more to the point would rival Dodge’s Dart Swinger 340 and chase down Chevy’s Nova SS. As per usual in the automotive business, management got involved and they saw a bigger picture (and market), which included lots of Slant Six and 318-powered models. Both sides got what they wanted and the Duster 340 proved to be an exceptional performer at a bargain sticker price of just $2547 – it was the deal of the year. Production figures were more than encouraging as 192,375 units were built, with 24,817 being 340 cars.
Graphics were big in the early Seventies and design teams poured out logos, stripes, call-outs and other visuals that would make their new creations ‘more sellable’ to the public. The Duster throughout its life benefited hugely from this form of advertising. Bold stripes down the length of the car, a tail panel treatment that saw the rear lights interrupted by an angry cloud of dust and a bold 340 on the rear quarter defined everything about the car. To keep the Duster fresh throughout the years, Plymouth’s ‘think tank’ invented even more decorative imagery and also managed to conjure up many limited edition models.
For 1971 a mid-year addition was the Duster Twister. The Twister offered a combination of sporty looks and economy. Borrowing the now stand-alone Duster 340 grille, adding nonfunctioning scoops on a flat black strobe-striped hood, rallye wheels, a cloth/vinyl interior and racing mirrors made for a striking new model. Engines available were either a Slant Six or a 318. Sales improved to a healthy 173,592, with 12,866 being 340 cars. Plymouth continued with this strategy as they introduced the Gold Duster for 1972. Yet again the use of graphics came into play as gold reflective side stripes and a rear light panel treatment were completed with a Gold Duster decal. A Slant Six was the only engine option, but a free vinyl roof was included in the price. Despite the muscle car market winding down, Plymouth sold 15,681 Duster 340 models and an overall 212,331 Dusters.
Sales increased yet again in 1973 as production reached 249,243 sold, with a wholesome 15,731 being 340s. Another model variation arrived, this one being marketed as the Space Duster. A fold-down rear seat and back panel gave you a cargo area of 6.5 feet and with an optional sliding sun roof you had a miniature TARDIS on wheels. For 1974, the Duster 340 was replaced by the Duster 360, which had a bigger engine, but less power; however it was very tunable. Duster production hit an all-time high with more than a quarter of a million sold. For the record, a whopping 277,409 cars found new owners.
The incredible sales of the previous year could not be sustained, as 1975 saw a massive drop to only 79,844 units produced. Yet more models were introduced though: the Duster Custom, as well as a Silver Duster, joined the Gold Duster and the 360 performance version. The writing was on the wall as 1976’s production level fell to only 34,681 vehicles built. Yet Plymouth introduced one final version: the Feather Duster. As its advertising suggested: ‘it’s light on gas, large on room’. The Duster was a survivor and rightfully can hold its head high as one of Plymouth’s great achievements of the Seventies, an era that’s often frowned upon or looked down on in classic American motoring circles. ★