A 22-year old Chrysler stylist created this daring design for the 1967 Barracuda, but in the end management took a more conservative approach.
John E. Herlitz (1942-2008) was Chrysler’s vice president of design from 1994 to 2000, with numerous credits over a long, productive career, including the 1970 Barracuda and the 1971 Road Runner. But in 1964 he was a 22 year-old stylist fresh out of the Pratt Institute, who was handed a plum assignment from Plymouth styling chief Richard Macadam straight out of the gate: to create an exterior design for the second-generation Barracuda due in 1967.
Four different proposals from the Plymouth Exterior Studio were developed into full-size clay models, each one finished in silver 3M Di-noc film to resemble painted sheet metal and lined up for a formal presentation to Chrysler management in October of 1964. Herlitz’s design, called the Barracuda Formula SX, was said to be the clear favorite.
Trouble was, the SX far exceeded the Barracuda’s limited tooling budget. The Herlitz design shared no exterior components with the Valiant, its A-body sibling. The A-pillars were imposibly slim, and reportedly, the body required manufacturing processes that couldn’t be performed in Chrysler plants. In the end the management, led by Chrysler president Lynn Townsend, chose a more conservative Valiant-based exterior for the production ’67 Barracuda. Plymouth stylists were instructed to include SX styling touches where they could.
Still, Chrysler and Plymouth management thought enough of the Formula SX that a fiberglass show car (without engine and running gear) was constructed and sent out on the 1967 auto show circuit. The SX also appeared on the cover of Car Life magazine in August of 1967 with a glowing review inside by veteran journalist Dean Bachelor. “The clean look,” he wrote, “is something automobile enthusiasts long to see again.”
There’s an intriguing bit of Motor City lore regarding the Formula SX. It’s said that General Motors management voiced objections to the show car and asked Chrysler to withdraw it from public display. As a Pratt student, Herlitz had served a brief internship at GM Styling before he came to Chrysler, and the GM brass felt the SX bore too much resemblance to the 1968 Pontiac line. However, it’s not clear just what Chrysler did with the request, as the SX was on full display at the Detroit Auto Show in November of 1967, well after the ’68 Pontiacs were introduced.
1967 Plymouth Barracuda with John Herlitz behind the wheel
Really enjoyed this – yet another great tale I’d had no clue about.
I’m not a fan of beating up on the little guy, and all designers “borrow” from each other, but here I think GM had a point. My first impression was that it came straight from the office of Chuck Jordan – but that Le Cutlass rear end seals it. The resemblance is not exactly subtle!
I’m actually seeing a bit of Javelin in this.
Yes, I see that too – especially the rear quarter, the front fender line, and the way they relate.
TBH, my first reaction was GM overseas – like a Vauxhall or a Holden. Familiar but just a bit foreign-looking 😉
All considered, it was a mercy-killing. A lot of Chrysler concepts were scrapped because of tooling expense–same with under-funded independents over the years. The resulting 67 was probably a good compromise. It sure held a good body quality level.
I prefer the production model; they were always a favorite, especially the fastback
I’m seeing a lot of ’70 and earlier Cutlass in the roofline, rear deck, and tail light/bumper.
I’m not saying that’s a bad thing by any means.
Pontiac may have objected to the split grille, which in this specific application seems unattractive to me, But I see more “AMC Javelin” from some angles. Nonetheless an impressive result from a 22 year old.
Not feeling it. The huge slots in the front fenders were overkill. Profile does have a AMX or Javelin look to it. Rear is strictly Olds Cutlass. Not feeling the rectangular Ciebe? headlights, they weren’t legal in the US at that time. As a dream car, it looks more like a dream copy of other designs added together. I think the production version was more in line with Chrysler designs of the day.