The concept of brand loyalty is simple. If you like something, you’ll prefer to buy that brand. Whether it be Yoo-Hoo or Mopars, once you decide what you like, you pretty much stick with it. OK, so you had a Coke™ today at lunch. We’ll allow one breach of loyalty.

But where does brand loyalty begin? For many of us, it was handed down from one generation to the next. If your dad liked Mopars and had a ’61 Dart, chances are that you, too, liked Mopars, and as a result, enjoy and drive one today.

For others, the process happened much more quickly and was far less subtle. In fact, it was more like a brick against the head. Remember the first time you saw a Lime Light Plymouth similar to Chuck Cozier’s ’70 Road Runner? Brick against the head? We thought so!

For Chuck Cozier, his initial brick-against-the-head was a bargain deal. Call it an accident. In 1979, a friend working at Penske’s Southfield, Michigan, Chevy dealer called Chuck and told him about a ’71 Barracuda Gran Coupe trade-in. With cash in hand, Chuck took home the $400 special, and has been a Mopar enthusiast ever since.

Chuck had always wanted to do a full restoration, and when another friend noticed a ’70 Road Runner sitting on the side of the road in Farmington Hills, Michigan, Chuck again came to the rescue. “The car was a clean, original, California car. I simply could not pass it up for the restoration.”

That was November of 1993. With the promise of what we all expect of an original California car, Chuck began his first full-blown restoration. In fact, it had the original license-plate frames from Redman Plymouth, a dealer located in the high-desert locale of the Antelope Valley, roughly 100 miles north of Los Angeles.

From that point forward, Chuck began the year-and-a-half process of restoration. In the effort, Chuck handled every detail, except for the application of the Lime Light paint which was deftly accomplished by John Jeffery of PPG’s Refinishing Group, and reworking of the A-833 four-speed rebuilt by Richard Bewick. Chuck says, “I confirmed the date codes on all parts and replaced all paint marks as I found them.” Find them he did. Kodak stock went way up as Chuck loaded more than 40 rolls of film to note every minute detail of the car.

One process in the restoration was the replacement of the torsion bars. In fact, Chuck installed two right torsion bars, reversing one for the driver’s side just as they were found on the car—a “payday” car built on Friday, January 23, 1970.

Under the hood, the 335hp 383 has been treated to an 0.030-inch overbore and fitted with a complement of Mopar Performance components that include valve springs and rocker arms, while maintaining the majority of stock components. Inside, a Hurst Pistol Grip with a factory bench seat makes it interesting for the rare occurrence of a passenger in the middle.

There is nothing subtle about the Road Runner’s show presence, either. At the ’95 Mopar Nationals, it took Second Place among the ’68-’70 Plymouth B-Bodies, and was the display car for two consecutive years in the PPG tent—1995 and 1996. Since then, Chuck has made more than 25 passes down the quarter, with a short-shifted best of 15.0 seconds at 93 mph. Besides the track, Chuck routinely cruises Woolly-Bully’s on Seven Mile Road in Northville, Michigan, on Wednesday nights during the summer. A total of 2,500 miles have been added to the odometer since the Road Runner’s restoration.

We certainly can’t think of a finer exclamation point to promote PPG’s brand than this eye-searing Road Runner. And while a brick against the head would certainly get one’s attention, the code FJ5 paint is a lot less painful.