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

Dig into the muscle cars advertisements and marketing tools employed by Chrysler in this first-ever book published on Mopars 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 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. Whether you own a muscle car from the Dodge Scat Pack or Plymouths 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.