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  • Stock Number: B05873
  • Availability: Out of stock
  • Date Of Publication: 2018
  • Condition: NEW

Dodge Scat Pack And Plymouth Rapid Transit System: Chrysler'S Muscle Car Marketing Programs 1968-1972

€36,95
  • Barcode: 9781613253434

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, Plymouth's Rapid Transit System followed Dodge's 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 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.

Condition: NEW

Author: Jim Schild

Author Bio: Jim Schild has been interested in automobiles all of his life and has spent the past 55 years working on, building, and driving them. He has written 24 books and numerous magazine articles on cars and racing, and is considered an authority on the 1962-1969 maximum-performance Dodge and Plymouth. He is the winner of the Cadillac and La Salle Club's Maurice Hendry Award and the Antique Automobile Club of America's Thomas McKean Memorial Cup for his automotive historical work. He is also a former vice president of the Society of Automotive Historians.

ISBN: 9781613253434

Publisher: CarTech

Binding Type: Paperback

Illustrations: COLOR & B&W

Pages: 192

Dimensions: 8.5 X 11 (inches)

Weight: 0.0

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