Chrysler Valiant ?
Last week I mentioned the Canadian Valiant was a distinct make.
When the Valiant was introduced in the U.S. for the 1960 model year it also was a distinct make. Chrysler Corp reorganized their dealer network. Whereas previously Dodge, DeSoto, and Chrysler dealers all sold Plymouths now there was only Chrysler-Plymouth and Dodge-DeSoto dealers. Dodge had the new Plymouth sized and priced Full Sized Dodge Dart, and the DeSoto was on a deathwatch. Although the Valiant was a separate make the public commonly referred it to as the Chrysler Valiant. This didn’t sit well with Chrysler Corp. Brass because the Chrysler automobile was a premium brand. To counter this they initiated an ad campaign stating.
“Valiant, nobody’s kid Brother” and
“Chrysler, No junior editions’
The ads were only mildly successful and for 1961 the Valiant became the Plymouth Valiant. And Dodge introduced the Valiant based Dodge Lancer
The original Valiant had controversial styling unlike anything else, other than the Studebaker lark like grill. People either loved it or hated it.
Ad for 1960 Valliant
Ad for 1961 Dodge Lancer
1/43 1960 Valiant sedan by Best of Show
1/43 1960 Valiant station wagon by Best of Show
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