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.
