When the lowest-priced 1970 Dart Swinger-six, 2-door hardtop, was introduced last fall, the factory retail price was $2,311. The price for that model is now $2,128. Price reductions on Dart models range from $155 to $190.
This is the biggest price reduction in the seven-year history of the compact Dart line. When Dart was introduced in 1963, the lowest-priced hardtop, the GT, was priced at $2,091. The current lowest-priced hardtop is the 1970 Swinger six-cylinder at $2,128.
The firm made the day-night mirror optional equipment on all Dart models. Fiberglass-belted tires are now optional equipment on all Dart models with the exception of the Swinger 340 where they remain standard.
The factory retail price on the D-78 fiberglass-belted tires option is $39.50 and for the day-night mirror, $6.65.
"We're definitely in a price market," said General Manager, Robert B. McCurry, "and this will place our dealers in an even more competitive position."
McCurry pointed out that the Challenger, introduced last fall, has already proved to be the most successful car that Dodge has ever produced. Already 29,553 Challengers have been sold. The Challenger now ranks second in the compact-specialty market.
Prices for all Dodge Dart models are shown on the chart below:
| Sept. 1968 1969 Model |
Jan. 1969* 1969 Model |
Sept. 1969 1970 Model |
Feb. 1970 1970 Model |
||
|---|---|---|---|---|---|
| Dart-six | 4-door sedan | $2,243 |
$2,259 |
$2,327 |
$2,172 |
| Dart-eight | 4-door sedan | 2,348 |
2,364 |
2,432 |
2,277 |
| Swinger-six | 2-door hardtop | 2,231 |
2,247 |
2,311 |
2,128 |
| Swinger-eight | 2-door hardtop | 2,336 |
2,352 |
2,416 |
2,233 |
| Swinger-340-eight | 2-door hardtop | 2,644 |
2,660 |
2,633 |
2,478 |
| Custom-six | 2-door hardtop | 2,398 |
2,414 |
2,509 |
2,319 |
| 4-door sedan | 2,373 |
2,389 |
2,483 |
2,323 |
|
| Custom-eight | 2-door hardtop | 2,503 |
2,519 |
2,614 |
2,424 |
| 4-door sedan | 2,478 |
2,494 |
2,588 |
2,428 |
"We believe that these changes will help stimulate additional interest in Dart," McCurry said. "We also expect that our new compact vans and wagons, which started in production last week, will bring additional floor traffic to dealer showrooms.
"We made the change on the Dart line because that's where the action is. The compact segment is the hottest market and we want to do everything possible to maintain our strong position in this area. Dart has established an outstanding reputation for providing economical, dependable and comfortable transportation and we expect it to maintain that tradition."
The discount structure and the optional equipment prices on all other Dodge models remain unchanged.
All prices listed above are factory retail prices at Detroit, Michigan, excluding dealer new car preparation, excise, handling, and other charges, destination and state or local taxes.