1971 Plymouth 'Cuda. Ola Nilsson

in mid-September 1970 that used a different font. It had no letters above the odometer and the numbers were displayed on the outside of the arc.

PLANNING FOR THE FUTURE

      Late in the production year, the driver-side inner fender was changed to accommodate a battery hold-down strap. This protruding bulge began to appear near the battery tray, but without the inevitable nut plate welded in for the next-year model (starting second week in June 1971).

       The consumer Information document was provided to the first purchaser as mandated by federal law. Each new vehicle received safety information on stopping distance, which included the distance if the optional power brakes’ booster failed.

       CHAPTER 3

       MARKETING AND PROMOTION

       A very early-build factory test car, this 1971 'Cuda340 has all of the eye appeal that most enthusiasts admire Rallye Red paint code FE5, vinyl top, Sport Stripe, SHAKER hood, Elastomeric bumper, Road Lamps, dual painted mirrors, and luggage rack. (Dodge, Plymouth and the AMC design are registered trademarks of FCA US LLC)

      Chrysler-Plymouth used many sales techniques to market and promote the new 'Cuda. Factory literature, sales brochures, dealer promotional items, and magazine articless all did a fantastic job of assisting in selling the new model. The hot rod culture was running wild and Plymouth was right in the middle of it: Winning on Sunday and selling on Monday.

COMPETITION

      Plymouth competed with the Chevrolet Camaro and the Ford Mustang for its share of the pony car market. Although the advertising dollars were not as plentiful as the other two larger corporations, Plymouth hit several home runs with promotional literature and a clever film strip comparing the 'Cuda to the Mustang. All three companies advertised in popular automotive magazines. Plymouth curtailed its advertising in the broad range of magazines from the previous year. The other two companies ran more ads and fought harder to promote their brands.

      One of the most memorable Chrysler-Plymouth advertisements spoke volumes about how the 'Cuda was presented to the potential customer. The Rapid Transit System was Chrysler’s performance club, which included Plymouth’s pony car. It was presented as a sporty, sleek, powerful, muscular race-bred new car at the Motor City Dragway; it was the perfect advertisement. The ad presented two virtually identical 'Cuda hardtops in the second-year production paint color EV2 Tor-Red with black vinyl top and black leather interior. Showing a variety of desirable options, the public become enamored with the new styling.

       Imagine that this was the very first image that you saw of the new-for-1971 'Cuda. This was one of the most recognizable ads during fall 1970. (Dodge, Plymouth and the AMC design are registered trademarks of FCA US LLC)

       The Rapid Transit System. Coming through. Sassy Grass Green paint code FJ6 was an extra-cost color and approximately 5 percent of cars were ordered with it. The white interior complements this color nicely. (Alan Gallant Photo)