Available in four-door sedan and two-door hardtop body styles, the new Dart, Bilque said, will be called the "Special Edition". It will be tailored throughout with luxury trim and will have its own distinctive exterior ornamentation.
The interior appointments range from plush velour seats and cut pile carpeting, to elegant door trim and assist straps, while exterior features include chrome grille, hood ornament and bright mouldings and vinyl roof -- all as standard equipment.
"The premium Dart provides the combination of reliability, roominess and fuel economy for the buyer who wants a compact, but still wants a distinctive car," said Bilque.
"Growing interest in compacts created a need for the luxury model," he said.
"It may sound contradictory to introduce a luxury model for a nameplate that has such a strong image for economy. However, economy can be a misnomer in the current marketplace. Our marketing studies show that many people who buy for the fuel economy a compact provides, still want to have a choice between low, medium and premium models.
"In adding a luxury model, we're increasing Dart's appeal to a wider range of buyers -- particularly to those who have shifted from full-size luxury cars."
Dart has sold nearly a quarter million units for each of the past five years, and 1973 calendar year sales reached an all-time record 250,619 units.
The two new Darts increase the choice of models from six to eight for the balance of the 1974 model year. The lineup includes the basic Dart four-door sedan and steps up to the Dart Custom sedan. Two door hardtops include the Swinger and Swinger Special, and two-door coupes include the Sport and the 360 Sport. Nearly all are available with either six or or eight-cylinder engine, and this includes the Special Edition.
The Dart S.E. will offer a choice of 225-cubic inch displacement 6-cylinder or 318 cid V-8, TorqueFlite automatic transmission, standard 2.76 rear axle or optional 3.23 and white sidewall tires. Steel belted radials or bias belted tires are optional.
Usual optional equipment available in the Dart line such as sun roof (sedan only), power disc brakes and power steering, air and sound systems will be offered on the luxury car.
It is the luxury and comfort features that add to the S.E. appeal. In addition to the plush seat fabrics and floor carpeting, doors are padded, and carpeted on the lower portion, and include pull straps and arm rests in front, and rear or quarter arm rests with ash receivers in back. There are woodgrain accents on the doors and instrument panel, too. There's a choice of featured bucket seats or bench seat, bright pedal dress up, a unique one-piece headlining, color keyed seat belts and retractor covers, carpeted trunk and a jack bag.
Interiors will be parchment colored and can be matched up with five exterior paints: parchment, burnished red metallic, dark moonstone metallic, dark gold metallic, and black.
The vinyl roof comes in parchment or black, in a choice of grain finishes. A body side accent stripe is standard and vinyl side moulding is optional. Special hood, sill, drip and wheel lip mouldings are among the many exterior touches.
The new cars are in production and will be appearing at dealerships between now and March.