One of the most underrated cars of the 1960s was the 1963-66 Dodge Dart. This “senior” compact anticipated the size of the contemporary family sedan during a time when the American auto industry was fixated on the booming intermediate market.
When the Chrysler Corporation redesigned its compacts for 1963, it followed in the footsteps of the Ford Motor Company in giving each of its two brands unique market niches. Whereas the 1961-62 Dodge Lancer had been a thinly disguised version of the Plymouth Valiant, the renamed Dart was a step up in size and price — much like the Mercury Comet was to the entry-level Ford Falcon.
Dodge succeeds in beating the Mercury Comet
It made sense for Dodge to target the Comet because it had been one of the most successful of the early-60s compacts. And right from the outset the Dart outsold the Comet in what we might call the senior compact field. When the Comet was upsized to an intermediate in 1966, that left the Dart with no direct competition.
Beginning in 1963, all Darts shared door sheetmetal with the Valiant. However, non-wagon models were given a five-inch-longer wheelbase and the deck was stretched an additional five inches. Prices were typically a notch higher than the Valiant’s but lower than the Comet’s.
Also see ‘1963-66 Plymouth Valiant inched away from Virgil Exner’s styling quirks’
The Dart was marketed as a compact with “family size comfort. The seats are chair high. There’s greater legroom for back-seat passengers than in many a bigger car. Dart is a whole new idea — too roomy to be a compact, too darn thrifty to be anything else!”
In a sense the Dart was a throwback to the early-50s, when the Studebaker Champion was similarly sized (go here for further discussion). However, the car also anticipated the footprint of recent family sedans such as the Toyota Camry.
GT model does well despite corporate penny pinching
Although most Dart sales were for more practical models, Dodge heavily marketed its top-of-line GT. A 1963 brochure described this model as “America’s first sports compact.” That wasn’t true — over the previous two years almost everyone in the compact field had come out with two-door models with sporty features such as bucket seats and a floor-mounted shifter.
Also see ‘Lee Iacocca got lucky with the 1964-66 Ford Mustang’
The Dart GT proved to be a decent seller, hitting a peak of almost 50,000 units in 1964. That overshadowed the Comet’s succession of sporty models — and even gave the Pontiac LeMans a run for its money in 1963, the last year when it was positioned as a compact.
I am actually a bit surprised at how well the GT sold given that the greenhouse wasn’t terribly sporty — to cut costs it was shared with the four-door sedan. In addition, the convertible’s styling was arguably undercut by rear fender ridges that clashed with the rounded roofline.
To make matters worse, Chrysler milked four years out of the Dart’s basic design, which meant that it was one of the last U.S. cars to switch to curved side glass. By 1966 the Dart looked dated compared to the newer Falcon and Rambler American, let alone the hot-selling Ford Mustang.
Dart sales eclipse less-expensive compacts
In 1965 Dart production almost reached 207,000 units. That was higher than Chevrolet’s Chevy II and close behind the Falcon. In addition, from 1965-69 the Dart topped the Valiant by substantial margins (go here for further discussion).
The Dart’s success may have been partly the result of attractive styling, but it was also lauded by Consumer Reports (1963) for a roomy interior, “extraordinary trunk space” and a “high standard of quality,” particularly in steering, ride and its automatic transmission. The Dart was just a better all-around car than any other compact — including the smaller and frumpy-looking Valiant.
The moral to this story is that a quality product will be successful. The Dart may not dominate the consciousness of 1960s car buffs like the Mustang, but in the long run it was arguably just as important.
NOTES:
Specifications are from and Automobile Catalog (2023), Gunnell (2002) and Consumer Reports (1963). Production figures from auto editors of Consumer Guide (1993, 2006).
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RE:SOURCES
- Auto editors of Consumer Guide; 1993, 2006. Encyclopedia of American Cars. Publications International, Lincolnwood, IL.
- Automobile Catalog; 2023. “Full detailed specifications listing and photo gallery.” Accessed Oct. 26.
- Consumer Reports; 1963. “Basic Body Dimensions.” April issue: pp. 164-165.
- Gunnell, John; 2002. Standard Catalog of American Cars, 1946-1975. Revised Fourth Ed. Krause Publications, Iola, WI.
ADVERTISING & BROCHURES
- oldcarbrochures.org: Dodge Dart (1963, 1964, 1965, 1966)
The Dodge Dart 2-door GT lived on in Europe until 1970, built in the Madrid area by Barrieros, and the sedan version continued as the 3700 thru 1977. The Spanish Dart GT cars came equipped with the 225 slant six [3.7L], 4 speed floor shift and 4-wheel disc brakes! In theory the engines could be ordered with a 4-barrel carb, but it’s generally believed no examples were sold. The sedans were also offered with a Diesel, but it’s said those examples were terribly slow.
The 3700 was offered as a wagon as well, some of these were converted to ambulances and hearses. A friend of mine in Alicante, Spain, sent me photos of an early type 3700 sedan sitting in a garage, unused since about 1975. The elderly widow won’t sell it. He also has found a 3700 Hearse still in use!
After completing 10 Imperial limousines and finishing it’s contractual agreement with Chrysler, Ghia sold everything to Barrieros, along with the remaining 10 additional Ghia Imperial “Kits”, and completed them in Spain. They were 1965 Imperials with 1966 front grills, and sold as 1966 limousines.
Here in Canada, the 1963-66 Dart was sold as a Valiant. A Dart body with a Valiant front clip sold to both Dodge and Plymouth dealers.
https://oldcarbrochures.org/Canada/Chrysler-Canada/Plymouth/1964-Valiant-Brochure-Fr/index.html
https://oldcarbrochures.org/Canada/Chrysler-Canada/Plymouth/1965-Valiant-Brochure-Cdn-Fr/index.html
But for the 1967 model year, the Canadian line-up was similar to the United States with Dodge Dart and Plymouth Valiant.
Attaching the U.S. Valiant’s front end to the Dart’s rear just doesn’t look right to me. It looks too stubby.
I think the Dart for 1963 through 1967 was a rather handsome car and station wagon. The front clip revealed the upcoming restyle of the 1964 Dodge Polaras, 440s and 330s. Overall, the 1963-1964 Darts were more stylish than the same model-year Mercury Comets.