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Yes, the artwork may have a touch of juvenility, but that is not the primary oddity of this advertisement. The period of high-performance automobiles had unmistakably drawn to a close by the conclusion of 1972, and the dynamic illustration of a moving vehicle depicted here was simply a frantic endeavor by Dodge to sustain the spirit of performance cars in the nation. Oddly enough, the text of this advertisement fails to align with that notion. Truth be told, I am completely puzzled about the actual intent behind this advertisement—or this vehicle.
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For those unacquainted with the facts, the era of high-performance automobiles came to an end due to a tragic confluence of circumstances: the adoption of low-lead gasoline (resulting in diminished fuel-octane ratings), escalating fuel costs, and substantial hikes in insurance premiums for sporty cars.
Despite that, this advertisement appears to insinuate that there is more to performance—than just performance? I have scrutinized the text countless times, yet I am still perplexed by the message it is attempting to convey.
“If you comprehend the impact of coupling a 2.94 rear end with a broad-ratio 4-speed…you’re the individual we are seeking.”
I must assert that I am not the individual Dodge is pursuing.
Upon reading the text in the advertisement, a few points elicit my discontent:
- Initially, a 2.94 (2.94:1) axle ratio was quite modest for that era. This ratio signifies the gear reduction that occurs within a vehicle’s differential. In this instance, the figure denotes that for every 2.94 turns of the driveshaft—which feeds into the differential—the wheels rotate once. Whatever notion this advertisement is striving to convey, a 2.94 ratio is somewhat high numerically for optimal fuel efficiency or comfortable highway cruising, and slightly low numerically for aggressive driving.
- Moreover, while the “wide-ratio” 4-speed transmission may assist with both fuel efficiency and highway comfort, it will not enhance the enjoyment of the driving experience in any meaningful manner.
- Curiously, the advertisement directly links the 318-cubic-inch V8 (an engine renowned for its dependability) with an elderly individual. Why this association? In subsequent years, the 318 would be the sole V8 available in Chrysler vehicles, yet in 1973, the revered 440-cubic-inch powerhouse V8 could still be selected in certain automobiles, indicating that Dodge was not offering much in terms of high performance with this offering.
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The “Rallye” suspension likely presented a strong selling point and, on roads akin to the one portrayed, could genuinely enhance performance. However, the incorporation of power steering would have deprived the driver of road feedback. While useful in parking lots, the power steering systems in early 1970s American vehicles merely muted responsiveness.
So, what is Dodge aiming to market with this offering?
My primary assumption is that Dodge was experimenting with a concept reminiscent of a touring car, akin to those primarily crafted by Audi and BMW at the time. Nevertheless, in 1973, Dodge could never openly acknowledge such an initiative, and plastering the vehicle with graphic decals in a muscle-car style further muddied the communication.
The Dart Sport Rallye was likely quite uncommon, as it failed to deliver what a typical Dodge or muscle car enthusiast might have sought during that period. Nonetheless, it probably functioned decently as a vehicle for commuting on highways or rural routes, providing adequate power and, by 1973 standards, commendable fuel efficiency.
Yet, the advertisement fails to convey this reality. Therefore, Dodge, I denounce your perplexingly obscure advertising text and your equally enigmatic vehicle. If you and your marketing team had been more willing to position this vehicle as what it truly was, you might have sparked an intriguing trend. Perhaps.
Tune into the Car Stuff Podcast
1973 Dodge Dart Sport Rallye Gallery
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