Sometimes simple is best. A clean and straightforward design, the 1967 Plymouth Valiant remained in production a full 10 years.
For such a clean and simple design, creating the 1967 Valiant was a relatively complicated undertaking. The $61 million program, led by styling chief Elwood Engel and studio executive Dave Cummins, was actually tasked with designing three cars in one for the Chrysler Corporation : Plymouth Valiant, Dodge Dart, and Plymouth Barracuda, all on the corporate A-body platform, and there were compromises throughout.
For example, the Valiant adopted the Dart’s doors, as they were the easiest to integrate. The station wagons were cancelled, while the Valiant hardtop coupe and convertible were moved to the Barracuda line, leaving the Plymouth with just two body styles, a four-door sedan and a two-door post coupe. For the classy tail lamp treatment, Cummins worked closely with Chrysler’s sheet metal engineers to fully integrate the lamp into the quarter panel, eliminating the need for a costly diecast end cap.
Mirroring the exterior design, the ’67 product line was simplicity itself with two body styles and two trim levels, Valiant 100 and Valiant Signet. At $2,117, The 100 was stripped to the basics, while the $2,262 Signet offered an upgraded interior and a dash more exterior chrome. Hardware choices were equally limited: Slant 6 with 170 CID and 115 hp, or 225 CID and 145 hp. A pair of 273 CID V8s were also available with 180 hp (two-barrel carb) or 235 hp (four-barrel). There were no big-block options. Bucket seats and a four-speed, floor-shifted gearbox were listed on the order form, but we doubt there were many takers. That’s not what the Valiant was about.
From its introduction on September 29, 1966, the third-generation Valiant was a solid seller for the Plymouth division, despite its limited body styles and options. Annual updates were minor until 1970 when the sporty Duster fastback version was introduced, doubling Valiant volume and outselling the Barracuda by giant margins. In 1974 the Valiant and Dart A-body shells were consolidated, and the Valiant remained in the lineup for a full 10 years, finally retiring in 1976 with the introduction of the Plymouth Volare.
Arguably the best car Chrysler Corporation ever made. Actually, I hate using the term “arguably” in that sentence. That car did more for Chrysler Corporation’s bottom line than the sum total of anything that had a Hemi in it.
… no April Fools here.
I would say styling was comparable to the Falcon and Chevy II in compact cars. The slant 6 proved to be one of the most successful engines ever made by a US manufacturer – almost bullet proof.
The Valiant was one of the best cars to come from Chrysler. Cheap to buy,cheap to run, and rock solid reliable. Equipped with a slant six, they’d run forever.
What a contrast in design from the bizarro-looking original Valiant!
Thankfully Engel was there to catch a falling Exner. (To be fair, Exner was in and out due to sickness when the 1960 lines were….um, created.”