Before the automotive market fully fragmented due to offerings to fit every type of vehicle lifestyle, the vast majority of automotive sales went to the 4 door sedan. Each American brand offered many flavors of door opening convenience through their line ups. Most often, each one was offered in bargain basement, deluxe and sometimes luxury trim by the mid 1960’s.
Dodge was no different in offering different flavors of its three different sedan sizes. The smallest you could get was the ever popular Valiant based A-body Dart before you stepped up to larger Coronet, Polara & Monaco offerings. The Dart’s aim scored success as a reasonable pair of sensible shoes, but how exactly?
Continue reading “(Found In) Uptown (Oakland, California): 1969 Dodge Dart Custom 4 Door Sedan”
We’ve spoken earlier about the Imperial Image problem. From the introduction of the brand in 1926 through 1954, it was positioned as the most premium Chrysler. That problematic push towards the glass ceiling of luxury brands always saddled Imperials with the upper middle class respectability of the Chrysler brand. The challenge, alongside sharing a heavy commonality with Chrysler cars, was being accepted as a legit full luxury competitor to Cadillac, Lincoln and Packard.
Once upon a time, the low priced Three automobiles stood securely in their respective reputations. Each brought a unique motoring experience reflective of the corporate philosophy that spurred their development. At the end of the World War, Ford, Chevrolet and Plymouth still held steadfast to policies dictated to them ever since they carved out the bottom of the market for the Big 3 automakers.
For the life of the brand, the Mercury division of Ford Motor Company struggled to figure out its image within the American Automotive marketplace.