Targeting and attempting to cater to a wide variety of consumers is a risky proposition in any business-automotive or otherwise. Often, a lack of identity and a watered-down product are the result of serving a customer demographic that is too broad. Nevertheless, that is the exact strategy Plymouth undertook in 1970.
Plymouth chose five models representing all of its body styles and placed them together in the Rapid Transit System (RTS). "Everybody offers a car," Plymouth ads boasted. "Only Plymouth offers a system." Part of the system was to create identification between the consumers and the top names in racing of the day, such as Don Prudhomme, Don Grotheer, Sox and Martin, and Tom McEwen.
Not only were these men featured in many of the ads, but participation in the RTS also brought owners the inside scoop to tuning tricks the top drivers were using. The RTS Caravan was another key ingredient, traveling cross-country with custom-painted street cars and entertaining audiences. Also, merchandise like pins, jackets, and ties helped create a club-like atmosphere. Ultimately, the goal of the RTS was the same as every other automotive advertising concept before and after it: to convince the consumer he or she was doing something far more significant than just buying a car. The measure of its success is still evident with the high regard in which Mopar fans hold the Rapid Transit System endeavor.
Plymouth sought to reach out to the performance-minded, budget-conscious car buyer with not just one model, but an entire line of economy performance cars. Each member of the Rapid Transit System team featured unique characteristics, but they all flew under the flag of budget performance.
From the bare-bones Duster 340 to the family-sized Sport Fury GT, the RTS lineup provided enough power for serious performance enthusiasts at prices almost anyone could afford. The peak years of the Rapid Transit System were 1970 and 1971, just before the decline of the musclecar era. Only three of the cars-Road Runner, 'Cuda, and Duster 340-survived the extinction of the Hemi to make it to 1972. Here, meet the players in the Rapid Transit System lineup.
Meep, Meep!The Road RunnerPlymouth made no bones about the fact it was marketing the Road Runner to the nation's youth. Naturally, the car's association with the beloved cartoon bird (the Road Runner and his trail of dust span the side panels) captured the eye and imagination of children. But with a no-fills, performance-minded attitude, the Road Runner also appealed to those of young driving age. It afforded them the chance to buy a cool, high-performance car right off the showroom floor on a high-schooler's budget.
Plymouth accomplished this by focusing solely on drivability and limiting the bells and whistles on the base model. The Belvedere-based Road Runner had exceeded 100,000 cars sold over the two years prior to 1970, and, coming off its '69 Motor Trend Car of the Year award, it wasn't about to change its philosophy.
The '70 Road Runner came with power straight out of the box, with a 335hp 383 engine as standard equipment. The only difference from the previous year was the floor-mounted three-speed, replacing the four-speed, which was still an option. But, as with 'Cuda, you could upgrade to a 440 Six-barrel or 426 Hemi (with standard hydraulic lifters). Heavy-duty brakes and suspension were also standard.
Additional cost-cutting features included a cast-iron manifold to replace the Edelbrock on the 440 Six-barrel, and heavy-duty drum brakes (discs were optional). The 383 came with an 831/44 rear, while the Six-barrel and Hemi four-speed engines included a Dana 931/44. On the exterior, the stripe treatment included the triple hood stripe and cartoon detailing on the sides, although the dust trail could be deleted. While the Road Runner could be ordered with buckets, the base setup was a bench seat. Optional Rallye wheels were also available.
In 1971, the Belvedere name was retired and the Road Runner (along with the GTX) was based on the Satellite body. The car came only in hardtop form. The shortened decklid and rounder fenders and quarters gave it a sleeker, more 'Cuda-ish look. Chrome-loop bumpers made their debut, but color-keyed elastomeric bumpers were also available. While the 383 was still the standard mill, 13 percent of Road Runners were built with the 275hp 340, and less than 100 were ordered with Hemis.
The once best-selling Road Runner managed just under 7,000 in total production in 1972 as part of the pared-down RTS. The Hemi was gone, as was the Satellite-bodied GTX. However, a Road Runner ordered with a 440 engine was dubbed a Road Runner GTX.
'CudaThe year 1970 marked the last major restyle of the Barracuda and yielded three different models: the Barracuda, the Gran Coupe, and the 'Cuda. The latter earned a spot in the RTS lineup with a multitude of high-performance options. If the idea behind the RTS was to give performance buyers a variety of selections to suit their tastes, the 'Cuda was the poster child. Five different engines were available. Want a modest street car that can handle? Your choice would probably have been the 340, which only rated at 275 hp, but included rear anti-sway bars.
At the other end of the spectrum was the 426 Hemi. This was the ship you wanted at the strip. A Dana 931/44 rear was standard with the four-speed Hemi, as were extra-heavy-duty shock absorbers and rear springs, a dual Carter AFB four-barrel carb, and fat 15-inch tires. Not sure what you wanted? Then you would probably go with the standard 383 mill. Rated at 335 hp with a Holley carb and 9.5:1 compression ratio, it was no slouch. Also, like the 340, it could be ordered with the optional heavy-duty four-speed or high-upshift TorqueFlite transmission.
The 440s were in between. For those who couldn't pony up the cash for a Hemi, the 440 was the next best thing; some even found it the preferred choice. The 440 came in two varieties. In addition to the basic setup, the 10.5:1-compression 440 featured three Holley dual carbs, better known as Six-barrels. The Six-barrels breathed through Air Grabber intakes, which poked through hood cutouts. What Plymouth referred to as a "quivering airscoop" back in 1970, we now acknowledge as a Shaker. The Shaker was optional on the Six-barrel and standard on the Hemi.
Plymouth wanted the 'Cuda's beefed-up suspension to set it apart from its ponycar competition. All 'Cudas were fitted with torsion bars (.90-inch or .92-inch), shock absorbers (heavy-duty or extra-heavy-duty), and rear springs (six-leaf on 440s and Hemis). Rear antisway bars could be ordered with a 340 or 383, and 11-inch drum brakes were standard (discs were 10-inch).
The 'Cuda got the chance to show its stuff in the Trans-Am racing series as part of Dan Gurney's All-American Racers team. The AAR 'Cudas were special-edition 340s, with standard four-speed, Sure-Grip rear, heavy-duty suspension, front and rear sway bars, power discs, and Rallye wheels with 15-inch tires.
The '70 'Cuda came as either a convertible or a hardtop, but only 550 convertibles were made. The exterior was marked by hood pins, a blacked-out rear taillight panel, and optional hockey-stick side stripes that indicated what was under the hood. Color-matching elastomeric bumpers could be ordered to enhance the car's smoothness. The interior consisted of high-backed vinyl bucket seats, which could be upgraded to leather or switched to bench. Also available was the Rallye instrument cluster, which included a tach, variable-speed wipers, electric clock, 150-mph speedometer with trip odometer, and an oil-pressure gauge.
The most noticeable change on the '71 'Cuda was the front-fender air extractors, or gills. The base 383, the 440, and the Hemi were all still available (as were Shaker hoods), but with downgraded horsepower ratings for the 383 and 440. By 1972, big-block 'Cudas were gone. What was left of the 'Cuda was a hardtop 340 car with an 8.5:1 compression ratio.
Duster 340Following in the footsteps of the Road Runner in terms of budget performance was the Duster 340. It not only fit into Plymouth's RTS theme of performance for the masses, but also stood as a direct competitor to the Chevy Nova SS and Dodge Dart Swinger 340. Though it was pieced together with little fanfare, the Duster was an enormous success.
The Valiant body was streamlined to resemble a fastback style. The dual black stripes on the side and rear, as well as that big 340 badging on the hood, gave the Duster 340 a unique look. The tornado detailing on the rear also provided a signature for the model and kept in line with the success of the Road Runner's cartoon styling. A rear spoiler was optional but seldom ordered. The 340 was hooked up to a standard three-speed tranny and an 831/44 rearend.
Plymouth maintained its commitment to suspension strength throughout the RTS lineup, and the '70 Duster 340 included high-rate torsion bars, rear springs, shock absorbers, and front antisway bars. Unique to the Duster 340 were the 511/42-inch wheels, which came standard with front disc brakes. Even though it was the least expensive model in the RTS lineup, it was also the lightest weight and had 14-second capability.
The interior was plain to begin with. But, options like bucket seats, elongated center console, Tuff steering wheel, light package, color-keyed carpet, pedal dress-up, and Day/Nite mirror could spruce things up quickly. The instrument panel was taken from the '69 Barracuda and featured the Rallye instrument cluster, with a small tachometer between the two main instrument binnacles.
The '71 Duster 340 was fitted with full-length 340 side stripes, and optional was the "340 Wedge" hood detailing. Another new option was the plaid/vinyl interior. Plymouth advertisements in 1971 featured the Duster 340 with the new Duster Twister, a downsized version of an already economical car. The Twister carried a 318 V8 or Slant Six. While it was not part of the RTS, with the 340 grille, side stripes, racing mirrors, and a scooped hood with strobe stripes, it still looked the part of musclecar.
The '72 Duster 340 was rated at just 240 hp, but it was upgraded to an electronic ignition and, on the outside, was given a tornado cartoon on the side stripes.
GTX and Sport Fury GTBilled by Plymouth as the "Executive Branch" of the RTS group, the GTX and Sport Fury GT represented the more expensive end of the economy performance market. This tandem of 440 cars was marketed less toward youths and more toward the young family demographic-roomy, yet sporty, with a restyled nose and rear for the '70 GTX. Based on the Belvedere body, the '70 GTX featured a base 440 with a single four-barrel Carter AVS carb. While it was only available in a hardtop, the '70 GTX offered upgrades to a 440 Six-barrel and 426 Hemi engine. The '70 Hemi came with a hydraulic-lifter camshaft for improved emissions, and the GTX breathed through the open-close Air Grabber hoodscoop, which was standard on the Hemi and optional on the 440s.
Extra-heavy-duty torsion bars and front stabilizer bars helped support the big GTX body. All '70 GTXs were equipped with 14x6 wheels, while the larger Sport Fury GTs came standard with 15x6 rims. Both the GTX and Sport Fury GT came with 831/44 rears, although a four-speed GTX got a 931/44. The GTX came standard with side stripes, and a triple hood stripe could be ordered to match.
The '70 Sport Fury GT's exterior package included hidden headlights, twin hood bulges, and a reflective strobe stripe around the middle. The Air Grabber, however, was not available (a family car did have to make some concessions, after all).
The Sport Fury GT was a pure 440 car-either base or Six-barrel, as no other engines were available. It was touted as even roomier than the GTX, and the ideal family sports car. A new stripe package was the most obvious change to the '71 Sport Fury GT, with a dual "GT" hood stripe and full-length strobe stripes. But the engine remained the same-a standard four-barrel 440 V8. While the Fury body continued, the Sport Fury GT was discontinued after 1971.
Likewise, the GTX met its end after 1971 (except for the Road Runner GTX). Like the Road Runner, the '71 GTX had been switched from a Belvedere body to a Satellite. The '71 GTX also came with a standard 440 four-barrel V8 as well as bucket seats and a TorqueFlite automatic. It featured side-facing hoodscoops and a transverse hood and fender stripe. While the Hemi was still available on the '71 GTX, only 30 were produced, and fewer than 3,000 GTXs in all.
The emissions regulations, gas shortages, and high insurance premiums that combined to end the musclecar era cut short one of the most successful advertising campaigns in Mopar history. Still, the Rapid Transit System has never completely gone away. It remains a niche within a niche, and rightly so, because anybody can offer a car, but only Plymouth offers a system.