Of all the cars that answered the direct call from the Pontiac GTO, the one from Dodge was the worst seller of the bunch. Styling was great from 1967-69 (and arguable for our Pick of the Day), but the sales problem was that it was in the shadow of something else. This 1970 Dodge Coronet R/T convertible is listed for sale on ClassicCars.com by a dealership in Celeste, Texas.
Dodge (and Plymouth) learned the hard way that image went a long way. Certainly, Dodge had all the right equipment to compete with the Pontiac GTO (with the 383 and 426-S), but they either could not compete as well or they didn’t sell. Adding the 426 Hemi to the roster in 1966 was no help either since it was expensive, complicated, and lacked a full warranty.
By the time the 1967 model year rolled around, Dodge had indicated it was ready to straighten out and fly right by introducing the Coronet R/T. Not only did it have the shroud of a special performance car, but it also offered the equipment and performance that normally would have required optional equipment from its competition. Standard was a new 440 Magnum engine rated at 375 horsepower and 480 lb-ft of torque. It came with a special four-barrel carburetor, special long-duration camshaft, low-restriction exhaust manifolds, and large-diameter dual exhaust system. The R/T was instantly identifiable by a smooth grille borrowed from the Charger sans concealed headlights; louvered hood; side contour paint stripe; distinctive “R/T” identification on the grille, rear quarter panels, and taillights; heavy-duty suspension; 7.75 x 14-inch red streak tires; bucket seats; and 150-mph speedometer, among other features. Of course, the 426 Hemi was optional.
Though the press praised the Coronet R/T, its sales were not as auspicious as had been anticipated: only 10,109 hardtops and 628 convertibles. A redesign for 1968 evolved the styling but underneath was much the same. Compared to 87,684 GTOs, Dodge only sold 10,849 — similar to 1967’s number, though 1968 was a peak year for performance cars in general. The Coronet R/T seemingly had everything: good looks, solid powertrain, and a fine marketing campaign with the Scat Pack, but it did not pay off in sales.
Dodge’s problem was that it had a new better-looking brother called Charger R/T, which was identical underneath but just so happened to sell roughly 90 percent better (and I wouldn’t doubt several Coronet R/T buyers lacking money went with the 383 Charger).
By the time the 1970 model year arrived, the Coronet had received a one-year restyle. Again, not much changed underneath, but the styling had some feeling it was somewhat bizarre thanks to two loop bumpers (influenced by Dodge’s “delta” trademark styling cues) split by a “tongue,” with Super Stock magazine claiming that “the majority didn’t care for the twin horsecollar grille.” On the other hand, the rest of the car benefited from embryonic “Fuselage” styling that was the theme of the Polara/Monaco and Challenger, especially with the “Coke-bottle” rear fenders and curved side glass. This was the year that high-performance cars reputedly reached their apex, but not in terms of sales — the Coronet R/T achieved production of just 2,615. In case you were wondering, the Charger R/T also was hit to the tune of 10,337. Of the two, only the Charger R/T would continue into 1971.
Nonetheless, a car like this 1970 Dodge Coronet R/T convertible has its fans (including yours truly). Only 296 were built, with most featuring the 440/TorqueFlite combination like this car. It is painted in the ever-popular “EB5” Bright Blue metallic with white top and blue bucket-seat interior. According to the fender tag, this car originally was built as a stripe-delete, but now it features a white “Bumblebee” stripe. One desirable feature worth mentioning is the Ramcharger hood, which was introduced in 1969. Modifications are few, but they include the 17-inch American Racing wheels, tires, and radiator. “Freshly rebuilt engine, runs and drives well,” says the seller.
It’s interesting to see how the “senior” high-performance Dodge eventually ended up playing a junior role, but it’s also worth noting that the Charger was never available as a convertible. When you put down the top, there is no conceivable way that this Coronet R/T will be overshadowed.
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