In 1972, Dodge cut the number of Charger models in its product line from the six offered in 1971 to three. While Rallye-trim Chargers could still be ordered with the 330-horsepower, 440-cu.in. "Six-Pack" V-8 (at least theoretically), Dodge knew the days of the muscle car were limited, and it began to seek new a new type of customer. As this ad shows, one marketing direction was to pitch the 1972 Charger as a sensible and economical family car, but one with a sense of style.

Equipped with the "proven economy run winner" 318-cu.in V-8, the 1972 Charger would have produced 150 horsepower and 260 pound-feet of torque, and carried a base sticker price of $2,759, including such amenities as dual-speed wipers, a cigarette lighter, roof drip rails, wheel well moldings, and dual range horns. Those seeking even more frugality could opt for the 225-cu.in. slant-six engine, which produced less horsepower but lowered the base price by just over $100.

The debate lives on about a classic muscle icon.