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9781613253434

Dodge Scat Pack and Plymouth Rapid Transit System

Chrysler's Muscle Car Marketing Programs 1968-1972 by Schild, Jim Code: 50965 Format: Paperback / 192 pages Publication date: 15/03/2018 Availability: Available. Usually dispatched from UK 1-2 business days Price: AU $57.82

1968 was set to be a pivotal year for Dodge as fresh designs debuted on the Coronet and Charger platforms. Short on sales but not on performance, Dodge marketers wanted to initiate a program that would ignite brand awareness while maintaining the performance edge they had on the streets. With "Dodge Fever" in full swing, the Scat Pack was born. 

Two years later, Plymouths Rapid Transit System followed Dodges Scat Pack. Both programs relied heavily on grouping their performance-oriented cars with messages aimed at the under-35 audience. Chrysler incentivized owners to join its "clubs" by offering free merchandise. Plymouth took its show on the road with the Rapid Transit System Caravan featuring prototypes that could be seen at dealerships. The result was one of the most memorable, 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 this book will have you itching for a time machine and bellbottom jeans. You will relive the muscle cars, advertisements, and marketing tools employed by Chrysler in this first-ever book published on these Mopar programs by author and historian Jim Schild. 

Format: Paperback
Pages: 192
Illustration: B&W THROUGHOUT
Availability: Available. Usually dispatched from UK 1-2 business days
Publisher: CARTECH
Publication date: 15/03/2018
Country of publication: UNITED STATES
Weight: 640 g
Dimensions: 254mm X 254mm
Code: 50965