#memorials

By 1966, muscle cars were hitting peak stride. But some argued they had become too expensive and strayed too far from the original concept. As performance models had grown in displacement and technology, some crossed into premium pricing territory. Pontiac’s GTO, for example, could easily exceed $4,000 with a handful of options when the average cost of an American automobile was closer to $2,750.

Enter Jack Smith.

Plymouth had fallen into the pricing pitfall like most other manufacturers. Smith, who owned a souped-up Belvedere II, had recently been promoted to head of the company’s mid-sized car planning division. He wagered the public might enjoy a car like his and Plymouth introduced the GTX in 1967 to compete with the GTO. But it was still too expensive, especially for a budget brand like Plymouth, and garnered a lukewarm sales response — which gave Jack an idea.