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Dig into the muscle cars, advertisements, and marketing tools employed by Chrysler in this first-ever book published on MoPar’s Dodge Scat Pack and Plymouth Rapid Transit System
This volume by author and historian Jim Schild includes 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
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
Whether you own a muscle car from the Dodge Scat Pack or Plymouth’s Rapid Transit System era, are in the market for one, or just still have Dodge Fever, this volume will be a welcome addition to your shelf. 192 pages. 8.5" x 11"
Reviews
"Mopar fanatics, muscle car aficionados and racing historians, take heed, you need to snap up this book." (Drag Racer 2018-03-09)
"This book represents a high-performance bargain, like those iconic cars did in their day." (Mark J. McCourt Hemmings Muscle Machines 2018-06-08)
"If you are a Mopar enthusiast, you need to have this on the shelf. We sure are proud to." (Cody Cole Mopar Connection Magazine 2018-08-07)
"Even longtime Mopar fans should find this work intriguing." (Terry McGean Hemmings Motor News 2019-03-01)
From the Back Cover
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.
About the Author
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
WARNING: This product contains chemicals known to the State of California to cause cancer and birth defects or other reproductive harm For more information go to https://www.p65warnings.ca.gov
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