1963 Dodge

Dodge sales had been dismal for the past two years. Chrysler’s President Townsend hated what he saw coming down the pike for Dodge in 1963 and pulled the fire alarm.  Virgil Exner was fired and replaced by Elwood Engel, who had designed the 1961 Lincoln. The full-sized marque needed to be completely reimagined.   This vehicle would be a crash program. The design team rolled up its collective sleeves and got to it in the spring of  1961. Burning the candle at both ends, the revamp was complete by November—only 5 1/2 months. It set an industry record.  The 1963 Dodge was hot stuff.

Wheelbase was increased by 76 millimetres (3 inches) to 3 022 millimetres (119 inches).

The stunning front end was inspired by Virgil Exner, and wisely retained. His trademark was that the grille would 'smile'.  It was the designer's last corporate hurrah. The grille was bold.  A veritable stylized Niagara of chrome, six dramatic waterfall divisions cascaded. The eye-catching divisions  wore a precipice-look, convex crease near the leading edge of the hood. That line formed the illusion of the classic light bar, as it aligned perfectly to the centre of the headlights, which in turn, tunnelled into the fenders. Within each section, four chrome streams plunged to the bumper. Sister lamps rode in the grille below the light bar crease. The front bumper was a tasteful wrap-around affair, with a pronounced up-turned lip. Turn signal lights nestled discreetly in the bumper.

The side envelope was refreshingly crisp and uncluttered. Wheelbase was increased by 76 millimetres (3 inches) to 3 022 millimetres (119 inches). A raised beauty crease ran from the top of the fender-mounted headlamps and ended its journey in a kicked-up C-pillar. The revised pillar was enlarged greatly and tasteful reverse-slant numerals were embellished there.The butter knife-line ran from the leading edge of the front fender and jutted brashly forward to crown the headlights. Dramatically, it raked back to emphasize fleetness. Dodge script was enshrined in a black and chrome rectangle.

Not for Canadians, the Dodge 800 and Custom 800 were sold Stateside.

To pick up DeSoto fans after the brand was scrubbed, Dodge created a much larger  800 and Custom 800 based on the Chrysler platform. The latter two were not available to Canadians because there was a zero interest in land yachts. 

Chrysler Canada pioneered the industry’s  5-year, 50,000 mile warranty. That alone generated unprecedented foot traffic into dealerships. This season all Dodge automobiles were blessed with an alternator and an anti-smog closed crankcase ventilation system. The clutch was improved. Engineers further kissed each Dodge with front Torsion Bar Suspension--to hug the road, reduce sway when corning, minimize nose dives, dips and rear-end squats. “Hailed by experts as the finest ever fitted to a Canadian car, the Dodge ride is level, steady and sure-footed." 

Rambler pioneered deep-dip rust proofing.

Bodies were now of unitized construction. Taking its cue from industry pioneer, Rambler, the galvanized steel and stainless steel  shell was not only immersed into seven anti-corrosive baths, it was further sprayed with corrosion-proofing compounds. Road cancer was vanquished—or at least significantly delayed.  Every Dodge was reputed to be ‘tough and solid’.

All engines were built in Chrysler Canada’s new plant. Wordsmiths promised that a Dodge owner would “win an economy run or a green light Grand Prix” with its trio of power plants.” 

The 3.7-litre (225-cubic inch) Slant Six engine was standard. Rugged and thrifty, it displaced 108 Kilowatts (145 horsepower). It had “a built in grudge against gas pumps and an inbred love of the open road.”

The heart of the 5.1-litre (313-cubic inch) V-8  was its polyspherical combustion chamber. Even with a two-barrel carb setup, churning out 168 Kilowatts (225 horsepower),  it needed only regular octane gasoline. It promised to be the perfect V-8 “for the family man, equally at home on crowded city streets or the open highway.”

Rounding out the engine offerings, the unique-to Canada 6.3-litre (383-cubic inch) Hi-Performance Dodge V-8 boasted brawny four-barrel carburation matched with dual exhaust. That kicked horsepower up  to 246 kilowatts (330 horsepower).  Tongue in cheek, advertising warned, “It’s not the kind of engine we can honestly recommend for Aunt Matilda’s trips to the supermarket.” 

The manual transmission was a three-speed synchromesh design. Torque-Flyte automatics operated with Mechanic Push-Button ease.

Two dozen B-bodied Dodge models were built in Windsor; nary a one was imported. 

The base 220 models, all equipped with Chrysler’s famed slant-six engine, were the best selling of the Dodge bunch. Budget-conscious Canadians snapped up 6,004 of them. The two-door sedan cost $2,675, the four-door sedan listed for $2,739. Six-seat wagon cost $2,172 and the nine-seater was $3,299. Advertising emphasized the engineering features. Not a word was wasted on describing interiors. Front and centre was engineering. For $120 extra, the optional V-8 was a steal.

With a total of 3,130 units built, the  330 models with the durable slant-six  mill was the second best seller. It was ‘a happy choice for the family man’. Although Dodge was clearly a full-sized car, publicity reported that it pinched on gas like many a compact.  The four-door sedan cost $2,901. The two-door hardtop cost $2,958. The six-passenger wagon was $3,287. The nine-passenger hauler commanded $3,414. Once again, the V-8 was available for $120 more on the barrel head. 

The 440 series showcased Dodge’s classy and sassy glamour gals. This was the Dodge with impeccable good taste, good manners and breeding. 

Contemporary upholstery choices were described as being rich, lustrous fabrics. However, one could upgrade to vinyl upholstery that ‘looks and feels and wears like leather’. The luxurious, chair-high bucket seat package featured a locking centre console, “providing a home for cigarettes, sunglasses and other motoring paraphernalia.” Special emphasis was placed on the deep, plush carpet, reinforced to ‘stop ladies’ stiletto heels from piercing it’.

A two- and four-door hardtop were priced at $3,080 and $3,157, when equipped with the six-cylinder engine.  A convertible and a four-door sedan. The sedan listed for $3,070 and the price tag on the ragtop read $3,412. For a modest $180 more, one could step up to the V-8 power plant. Consumers bought 2,613 of the 440 models with the V8 option. Of that number, 1,208 of them were convertibles.

The instrument panel was smart-looking, informative, yet simple. Controls and different-sized circular dials were housed in a stylish trapezoidal pod that floated atop a concave panel. Push-button transmission was placed on the left, the heater buttons to the right. Below the pod was a chrome insert that ran two-thirds of the way across the instrument panel. It housed the radio, ignition and parking brake. At the right flank of the chromium panel, one found the glove box. Above it was the marque’s insignia.

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Options were as long as the Confederation Bridge. Add-ons included the bucket seat package and the TorqueFlite  push-button automatic transmission. Low Impact Power Steering, Power Brakes, Prismatic Flip-Type Mirrors, Cigar Lighter Padded Dash, the Music Master Radio, All-Vinyl Interiors, Sure-Grip Differential, Electric Clock, Back-Up Lights (standard on 440), Variable Speed Electric Wipers, Glare-Reducing Solex Windshield, Seatbelts, Whitewall Tires, Deluxe Wheel Covers, Windshield Washers, Lights for the trunk, glovebox and finally, parking indicator Lamps.

Sales were solid. Workers at Chrysler Canada built 17,431 Dodge cars for the calendar year for domestic sales and 148 units were exported. 

© James C. Mays 2018 All rights reserved.

1964 Valiant

 The 1964 Valiant Signet hardtop was as elegant as it was economical. Weighing in at 2,640 pounds, it cost $2,690.

Valiant was the little star that twinkled brightly in Chrysler Canada’s five-star corporate lineup. The smart Euro-styled compact replaced the deleted mid-priced DeSoto brand for the 1960 selling season. Valiant shone most brightly for the Windsor, Ontario-based automaker, bringing in customers who walked out with a fine set of compact wheels. Sales of the Valiant brand rose dramatically from 16^th place in its introduction year to 10^th place in 1962. Nobody was more pleased than Windsor’s top brass when Valiant racked up 29,007 sales in 1963, propelling it from 10^th place to fourth in calendar year sales, knocking out none other than West Germany's Volkswagen Beetle.

Valiant was a marque in Canada, sold by both Plymouth and Dodge dealers. This is a first generation Valiant.

            From St. John’s to Victoria, folks praised their Valiants to high heavens. A Mr. Skilnik of Moncton, New Brunswick was so enamoured with his 1962 Signet he penned a letter to the company. This soldier in Her Majesty’s Royal Canadian Armed Forces had racked up an astonishing 32,000 miles (ancient Canadian units of measure) on his Valiant, accumulating much of that distance across the Dominion, with a Shasta trailer tagging along behind. He didn’t think twice about heading up over the Rockies with his trusty Chryco steed.

The rugged Slant-Six was the mill of choice for the 1964 Valiant. It could be had with 101 or 225 horses. Late in the model year, a V-8 would be added.

The narrow gravel road twisted and turned all the way to the 5,300-foot summit. Silnik wrote, “…the Shell 4000 Rally took the same Cascade route and five of the cars did not make it, but there was I coming through with flying colours hauling a 1,000-pound trailer by a Valiant equipped with the small 101 motor.” Skilnik pointed out that his car was quality built; that total expenses for his Valiant had thus far been only $30 for items other than regularly scheduled maintenance.

Shasta travel trailers appeared in 1941, designed for the US Army.  They were popular with personnel in Her Majesty's Royal Canadian Armed Forces, too.

            With testimonials like that, the boys in marketing couldn’t help but be gleeful. A freshly designed, second generation Valiant was ready to hit the market. This beauty would be a real contender against any and all domestic and foreign small car competitors. They would trumpet the news in every corner of the Dominion. “Valiant swings into ’64 with three great series, nine beautiful models…thrilling new styling, sparkling performance, brilliant engineering…everything to make it the value leader of the year,” was the message.

Clean and uncluttered was the instrument panel of the 1964 Valiant. Round, blackface dials were highly functional and the ignition switch was illuminated.

             “Here, front and centre, is a great new Canadian automobile.”  Described as scenically low, lively and strictly modern, the top-of-the-line Signet 200 convertible was targeted to freedom-loving, fun-loving, worldly (!) young motorists who were short on money to burn. The price tag for the open car was a hefty $3,047 f.o.b. Windsor, making it the most expensive Valiant on the showroom floor.

            Sharing honours with the convertible in the posh Signet 200 series was a rakish hardtop coupe that could be had with an optional vinyl roof. The smartest distance between two points was a beeline in a Valiant, and getting there never looked so good as when driving a Signet hardtop. This Valiant variant listed for $3,047. Signets could be ordered with the optional 225-cubic inch Slant Six engine that generated 144 horses. That was more than sufficient power for the pair, weighing in at 2,730 and 2,640 pounds, respectively.

 Touring the countryside was never so much fun as with the Valiant V-200 station wagon. Listing for $2,912 and weighing in at 2,730 pounds, the wagon rode on a 106-inch wheelbase. 

            Carrying less trim and fewer niceties-but no less Valiant-was the V-200 series. Made up of a convertible, a hardtop, a wagon and a four-door sedan, this was the price range that fit the purses of most consumers. Salesmen bragged about the level stretches of roof and deck, the stunning streamlining and horizontally textured grille design before moving on to practical features like massive bumpers that counteracted over-riding and that the old-fashioned generator had given way to a modern alternator.

Valiant claimed to go one better than archrival Rambler, by not only submerging its unit-built bodies in huge tanks of rustproofing, but spraying each Valiant with anti-rust spray, to boot.  They went on to flog the colourful vinyl fabric upholstery that promised to keep its good looks for life and if that wasn’t enough, there was the glamour of new interior trim styles that accented the new instrument panel.

Least expensive in the 1964 Valiant lineup was the V-100 Club Coupe. The plain Jane model rode a 111-inch wheelbase and sold for $2,323. Seven out of ten vehicles leaving the Chrysler factory in Windsor wore white that year.

            The base V-100 series was comprised of a modestly trimmed two- and four-door sedan, along with a no-nonsense station wagon. The design was so sharp, according to the salesman, that chrome moulding and ornamentation was used only for the most sophisticated of accents. Advertising swore that everything “cliché” about styling was jettisoned in favour of a budget price—and then one would need to see the sales bill to prove it cost so little. Sitting on attractive jacquard and nylon warp upholstery, the V-100 owner was assured that he could ride in leisurely beauty knowing that his economical Valiant had cost a good $200 less than a V-200.

            Not just a pretty face, the V-100s made head-turning fleet cars. Italia Bar-B-Q Pizzeria and Restaurant was the largest pizza maker in Windsor, Ontario. The enterprise expanded its home delivery service considerably with the purchase of four new 1964 Valiants. The good- looking compacts may not have made pizza taste better but they certainly added prestige to the company’s image. Many value-minded business owners across the nation followed suit.

Canadians got their first glimpse of the mid-year 1964 Valiant Barracuda at the National Home Show in Toronto. 

            Arriving in April, a mid-year offering was a sporty Valiant model, christened Barracuda. The honours for the very first one built anywhere throughout the entire Chrysler corporation, went to the workers in Windsor. Rolling out of the doors of Plant Three, there were enough in stock for a Canada-wide May debut. With its arrival, an extra-cost, small-block V-8 engine was made available throughout the Valiant line.

  Chrysler Canada’s 100,000^th vehicle to roll out the doors in 1964 was this Valiant Signet hardtop.

            The 100,000^th car to roll out of the factory doors in Windsor during calendar 1964 just happened to be a Valiant Signet hardtop. The proud owner, one John Lewis, posed for the press behind the wheel as the folks at Midtown Motors in St. Thomas, Ontario looked on.

Chrysler bought 30% of Britain's Rootes Group in 1964 and offered the  Hillman Imp to Canadians.  

            Chrysler Canada marked its 40^th year as an automaker during 1964. The company did very well during its Ruby Anniversary, selling 83,429 units of North American type cars and iced the celebration cake with additional sales of 707 Hilmans and 143 Simcas sourced from Chrysler France, to boot. Valiant held onto fourth place in the national sales pie for the calendar year with 34,468 units delivered.

The 1964 Simca 1000 featured a rear-mounted engine.

             

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Copyright James C. Mays 2005

All rights reserved. *

1967 Dodge Monaco and Polara

The 1967 Dodge Monaco 500 convertible was unique to the Canadian market and not sold in the United States. The attractive cabriolet listed for $3,995 f.o.b. Windsor, Ontario.

“Whatever your young heart desires, Dodge delivers it big!” shouted the advertising for the 1967 model season. There was certainly no question that the Dodge Division’s senior lines—comprised of the Monaco and Polara—were impressive vehicles in size, riding on 122-inch wheelbases. As posh as could be, Dodge promised to deliver prestige and liveliness for the young at heart. Advertising also offered the illusion of glamour, even when driving to the dentist. “Any time you step into big Dodge you get a night-out-on-the town feeling. Feels great! Is great! And you look great!”

Styling for 1967 featured a most subtle delta theme in a larger, more massive split grille than seen last season. In front, the delta dipped down into the bumper. At the top it reached upward to form part of a raised chrome eyebrow over the dual headlight pods. The centre of the grille was composed of finely ribbed vertical bars that Vee’d gently at the mid-section on the Monaco and the 500 made use of a distinct finely crosshatched design. An ersatz light bar was carried from the mid-section, across the grille to the inner headlight. The word D-O-D-G-E was spelled out in large letters on the hood and a gracefully raised wind split caressed the length of the hood to the windshield.

 In the Monaco line, Dodge offered a sleek four-door hardtop that sold for $3,431 when equipped with the 3.6-litre (225-cubic inch) Slant Six engine.

The slab sides of the envelope were punctuated with a stem-to-stern brightwork strip that turned down the extreme backside of the rear fender to end as a discrete accent mark over a heavily pronounced body flare that emphasized the rear wheel opening. On some models this brightwork was replaced with tasteful pinstriping. Fenders were flush with the bumpers. More expensive models were bedecked in rocker panel trim as well. At the rear, Monaco and Polara carried oversized delta-shaped tail lamps, slightly sunken into the bumper.

All of this added up to owning a car that would deliver pleasure. Sales personnel were trained to emphasize the performance, beauty, size, comfort and prestige. “Get together with Dodge and you realize what it means to own a marvellous car at a price that makes good, common sense.” Words like “Thrill! Jazz! Posh!” and “Whoosh!” were all added to this year’s sales vocabulary in an attempt to woo customers from the competition.

Interior of the swanky 1967 Dodge Monaco 500 was fit for a king.

Crowning the Dodge family was the Monaco 500 two-door hardtop and a sleek convertible. These king-sized beauties were equipped with sumptuous shell-type bucket seats with a fold-down centre armrest. In the rear, the bench-type seat was fashioned to resemble the buckets up front. Vinyl upholstery colours were blue, copper, red, white on black and black. The Monaco 500s were equipped with the 5.2-litre (318-cubic inch) V-8 engine. It was distinguished from lesser kin by heavy rocker panel moulding and brightwork ad well as special “500” insignias.

All Monaco and Polara models were available with the Dodge Hi-Performance 6.2 litre (383 cubic inch) V-8 as optional equipment as was the Dodge Maximum Performance 7.2 litre (440 cubic inch) V-8. The latter was not permitted when ordering three-seat wagons, however. All engines were mated to a three-speed manual transmission or for a few extra bucks one could order Chrysler’s tried and true TorqueFlite automatic transmission. Advertising teased. “Put your foot to Dodge and big Dodge Moves. Better believe it! Thing is, Dodge makes no noise about it. Dodge whispers along whether you’ve powered it with a thrifty 225-cubic inch (3.2-litre) Six, or one of the four big mile-eating V-8s.”

 The 1967 Dodge Polara station wagon carried a list price of $3,433. The plain Jane was an honest bargain capable of carrying six passengers, or everything needed for a good Grey Cup tailgate party.

The pretender to the throne was the Monaco, which came as a two- and four-door hardtop, a four-door sedan and a two- or three-seat station wagon. Now, the Monaco 500 convertible was unique to Canada and not offered in the United States. Like the Monaco 500 soft top, the Monaco convertible also boasted a power top in black, blue or white and featured an air-tempered glass black window, too.

The Monaco got around town nicely enough courtesy of the 3.2-litre (225-cubic inch) Slant Six engine as standard equipment. Other engine options were available as was a choice of transmissions.

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Monaco interiors were upholstered in vinyl and seats were of the “sofa-wide” bench variety, fore and aft for the wagon and convertible. Other Monaco models were dressed in a combination of cloth and vinyl, Interior colour choices were limited to blue, turquoise, red and tan but the cabin was still carpeted throughout with deep-pile broadloom.

 Instrument panel of the 1967 Dodge Monaco 500 featured large white-on-black dials. It boasted a centre console with optional tachometer.

Both Monaco and Monaco 500 were offered in 22 colours of Acrylustre finish, promising a new car look for longer than competitors’ vehicles. Like American Motors products, these were built of unitized construction and the  bodies treated with a seven-stage rust protection programme. The heater and defroster were standard equipment as was an aluminized muffler and tailpipe. Nice touches included an electric clock, carpeting throughout and lamps galore lit the interior. The Monaco station wagon was kissed with walnut grain appliqué on the sides and an electric tailgate was standard on the three-seat model.

The Polara 500 lineup was comprised of a hardtop, a four-door sedan and a two- or three-seat station wagon. Exterior colour choices were offered in 19 rainbow hues but upholstery selections were limited to blue, turquoise and tan.

Last year’s base Dodge Polara 880 was shorn of its number designation and returned to the lineup as simply Polara for the 1967 season. The entry-priced Polara stood alone with a very modest four-door sedan and a two- or three-seat wagon. As befitting its status, the stripper was available in only 17 exterior colours.

1967 Dodge Polaris in the design studio.

 Prospective owners were invited to “build in” the power and luxury items wanted in order to own the greatest car that even sped down the road. Optional equipment for Dodge was listed as “Jazz” and included air conditioning, tinted glass, a heavy-duty alternator and battery, automatic transmission (which came as a package when radio and power brakes were ordered), power brakes, bumper guards, disc brakes for V-8 models, an electric clock, a centre console, rear window defogger, a sure-grip differential, electric door locks, headrests and seat belts, an engine block heater, two-tone paint schemes, a number of different kinds of radios, vinyl roof treatments for Monaco and 500 hardtops, power seats, power steering, Tilt-A-Scope steering wheel, heavy-duty suspension, a trailer (towing) package, undercoating and hood silencer pad, mag-type road wheels, three-speed electric wipers and many more items that the Dodge dealer would be only to happy to list off for anyone dropping by the showroom.

A strong selling point was Chrysler Canada’s 5-year, 50,000-mile powertrain warranty. The guarantee covered defects in material or workmanship in the engine block, head, all internal engine parts, torque converter, drive shaft, universal joints, rear axle, differential and rear wheel bearings. Chryco threw in the cost of labour too, should anything go wrong.

The season turned out to be a decent one for Dodge. When the books were closed, the Dodge Polara and Polara 500 had racked up 18,912 units delivered, giving it 11^th place in the domestic sales race. The Dodge Monaco and base Polara added another 13,273 sales for the calendar year.

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Copyright James C. Mays 2006
 All rights reserved.

1980 Dodge St. Regis

 The 1980 Dodge St. Regis pillared hardtop weighed in at
1607 kilos when equipped with the Slant-Six engine and
cost $7,323 f.o.b. Windsor, Ontario.

Introduced last year in the American market as the full-sized flagship for Dodge, the St. Regis arrived in Canada for the 1980 selling season. Known in-house as the R-body, the four-door only envelope was shared with both the Chrysler Newport and the Chrysler New Yorker.  Despite its well-endowed look, the St. Regis actually rode a considerably downsized 118-.5-inch wheelbase. Thanks to such ingenious engineering innovations as chrome-plated aluminum bumpers, the vehicle topped the scale a good 300 kilos lighter than its predecessor, the Monaco. The press promptly dubbed the smaller sized cars as “socially responsible.”

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“It would be enough for most cars to look as extraordinary as St. Regis. The crisp, sculptured lines. The distinctive transparent headlamp covers. The flag-type outside mirrors. But the St. Regis story only begins with this elegant sense of style. The car is stylishly sensible as well.” Why stop there? Ad copy went on to say, “It is also an automobile designed to bring back the pleasure of driving.  The proven 225 Slant Six is standard. So are power steering and power front-disc,/rear drum brakes as well as TorqueFlite Transmission.” In short, the marque’s flagship was good value for the money. Wordsmiths summed it the St. Regis experience with these words, “Total performance in a full-size car!” 

The Dodge St. Regis was a popular choice for police duty.

The instrument panel was ergonomic and tasteful.

Styling was heavily influenced by the Mercedes-Benz. The outer skin of the Dodge St. Regis was very upscale and European in flavour. Razor straight lines punctuated the slab sides of the body. The grille consisted of six rows of sox elongated rectangles, and it strained forward eagerly from canted, glassed-in quad quartz halog4en headlamps. The standup hood ornament whispered of elegance and class. From the rear, the long, flowing, wrap-around taillights repeated the rectangular theme seen in the grille. A prominent rib ran down the centre of the trunk. 

While the virtually indestructible and thrifty Slant Six might be the base mill, for $394 more one could order the 318-cubic inch V-8 rated at 160 horsepower or put down $578 for the 360-cubic inch motor engine with 135 horsepower. If one was in the mood to drop $842 for the 360-cubic inch monster, one could have 190 horses lurking under the hood.

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Seating was luxurious in the 1980 Dodge St. Regis.

The cabin was ample. Inside passengers could expect a standard interior featuring a split-back bench seat with a folding centre armrest finished in a cloth-and-vinyl combination called Verdi II. If that wasn’t suitable, the interior could also be ordered with all-vinyl Oxford upholstery for a few dollars more. Reclining front seats could also be had in the 60/40 individually adjustable bucket style—a configuration made popular by the Nash Rambler three decades earlier. 

Standard equipment included the three-speed TorqueFlite automatic transmission, power brakes and power steering, dual horns, lighter, bumper rub strip, lap and shoulder belts, a dual braking system, a “key-left-in-ignition” chime (considered annoying by many), side door impact beams and turn signals with lane-change features.

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Chrysler Canada offered an optional five-year,
50,000-mile warranty on all its vehicles.

As befitting Dodge’s flagship, the St. Regis boasted more options than Wayne and Shuster had bad one-liners. Well, almost. Popular add-ons for the dapper Dodge included automatic speed control with intermittent wipers on the same stalk. A sliding sunroof was electrically operated and available with a grey or bronze tint. Tilt steering wheel was available. The electronic digital clock, a.k.a. the Chronometer, with its digital LED readout was a classy touch. More practical was the 5/50 Protection plan offering an optional service contract to cover the vehicle’s integrity. 

Radio options included an AM/FM stereo with our without signal seeker, cassette or eight track player and a Dolby-encoded reader for better sound. A CB transceiver with fixed Tri-Band antenna was on the list, too.

The six-way tilt wheel was a popular option with
Canadians who bought the 1980 Dodge St. Regis.

 Air conditioning was a pricy option adding $785 to the final price tag. On top of that, Ottawa exacted a $100 luxury tax for cars equipped with air conditioning. An illuminated Driver-side or passenger-side Vanity mirror was useful for looking good. A right side, remote control, convex outside mirror was not merely attractive it was useful for looking out. An electric rear window defroster, a block heater, floor mats, locking glass cap, a three-note horn, an illuminated entry system, cornering lights, a litter container, numerous body-side protection mouldings, door-edge protectors and dress up trim set a St. Regis apart. The power servants included an antenna, rear deck release, door locks, electric seats and windows. One could even group optional equipment together in light packages, heavy-duty trailer assist packages, open road handling packages and sporty touring packages. 

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Colours on this year's palette were Light Heather Grey, Frost Blue Metallic, Nightwatch Blue, Teal Frost Metallic, Teal Trop Green Metallic, Crimson Red Metallic, Baron Red, Light Cashmere, Natural Suede Tan, Mocha Brown Metallic, Eggshell White and Black. Five pleasant two-tone combinations were also available for those who desired something a little out of the ordinary. 

The product was good but Chrysler was in trouble deep both in Detroit and Windsor. Lee Iacocca took over the helm even as the company was busy bleeding to death. Exhausted and behind the times, Chrysler’s very existence was at stake. It was nail biting time at ChryCo.  Company officials had very little time to draw up a successful survival plan and then go hat-in-hand to Ottawa and Washington to sell it, in hopes of loan guarantees. 

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Copyright James C. Mays 2007 

All rights reserved.