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When Less (Money) was More (Sales) – Plymouth’s 1968 Road Runner

Posted June 14, 2018 9:00 AM by dstrohl
Pathfinder Tags: Chrysler classic auto Mopar Plymouth

A casual observer may have said that Mopar had all the muscle cars it needed in 1967, but Chrysler’s market research indicated that simply wasn’t the case. To appeal to the broadest segment of enthusiasts, Chrysler took a less-is-more approach by de-contenting a Belvedere, adding licensed cartoon graphics and a purpose-built 383 V-8, and launching the car as the 1968 Road Runner.

The first muscle car with a cartoon character tie-in (in this case, licensed from Warner Brothers), the Road Runner had two main targets during its development: It would deliver a trap speed of 100 mph in the quarter-mile, and it would carry a sticker price not to exceed $3,000. Neither goal was random, but instead were based upon Chrysler’s own detailed market research. If Maslow had his “hierarchy of needs” pyramid, then Chrysler was certainly entitled to its “hierarchy of speed.”

"Meep meep!" Look out, here comes the Road Runner, another pony car from Mopar.

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Re: When Less (Money) was More (Sales) – Plymouth’s 1968 Road Runner

06/14/2018 7:57 PM

It was that Meep-Meep horn! ! !

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