"The value is measured in economy of operation as a compact, stability of the overall design, and quality, versatility and more room than many people might expect," said Robert D. Loomis, Dodge general sales manager.
"A good example of this," said Loomis, "is that Dart is perceived as almost a cross between a compact and an intermediate-sized car."
For the record, Dart is built on both a 108 and 111-inch wheelbase, which is on the long end of the scale as compacts go. But the snappy-looking Dart is a foot shorter than most intermediates. That is more than halfway in length between the big Dodges and the sub-compact.
"Our designers made the most of the difference," said Loomis, in reference to seating capacity for up to six people, many engineering features, attractive trim levels and a range of engines from six-cylinder 198 and 225 cubic-inch versions to the eight-cylinder 318 and new 360 V-8.
Versatility is evident in the wide range of uses represented by Dart's six models. These include the basic four-door Dart and Dart Custom, the 2-door hardtop Swinger and Swinger Special, the semi-fastback Sport 2-door coupe and the Dart 360 Sport.
"Dart offers something for every type owner," said Loomis. "This car line has attracted more interest recently on the part of youthful buyers. Our demographics show that 27 percent of the coupe buyers are in the under-age-25 group, while overall, that segment accounts for only 12 percent of total Dart sales. Dart has always been popular with women and even older buyers."
Increased interest is reflected in Dart's record model year sales performance of nearly 250,000 units for 1972, which is about to be topped again in the 1973 model year.
The bumper system meets 5 mph front and rear barrier impact requirements, 5 mph pendulum impacts at the face of the bumper, and 3 mph pendulum impacts at the corners.
The hydraulic unit is similar in concept to a conventional shock absorber. The outer cylinder attaches to the frame or underbody and transmits lateral, vertical and longitudinal loads to it. The inner cylinder is attached to the bumper.
Bumper guards are optional equipment.
There will be a trim upgrading on the exterior, and larger, repositioned taillamps on some models. Exterior paints will include nine new colors in a choice of 16 with the additions in parchment, blues, greens, light gold, avocado, sienna, yellow and dark moonstone. There'll be some changes in interior trim and colors.
A new deluxe steering wheel is being offered, and instrumentation includes new illuminated international symbols for headlamp and wiper switches.
Roof intrusion protection and California-required emissions controls are improved. Starters are designed to provide quicker, quieter starts.
Steel-belted radial ply DR78x14 tires are a new option this year. The heated rear window defrost option is extended to all body styles and the deluxe insulation package option is extended to coupes.
Transmission offerings include automatic, three-speed manual and four-speed manual.
Four axle ratios are available: 2.76 to 1, 2.94 to 1, 3.23 to 1, and 3.55 to 1. The 2.94 ratio is new to the lineup and is standard on cars equipped with automatic transmission and ordered with either the 360 or the 318 V-8 engines.
Front disc brakes are standard on all eight-cylinder Darts, and for 1974 include a new brake lining material compounded to provide better friction stability. Drum brakes are standard for the rear on all cars and in front on 6-cylinder cars.
Exterior decor items on Swinger models include drip, wheel lip and sill moldings.
The Sport Rallye package designed for the economy-minded buff includes 318 engine with four-speed manual transmission, heavy-duty suspension, E70x14 raised white-letter tires, Rallye wheels, Tuff steering wheel, power steering, deluxe vinyl seat or optional bucket seats and a Dodge logo mounted on the quarter panel.