1984 Dodge Daytona and Chrysler Laser: the launch
Chrysler was on a roll as a 1984 approached, expanding the use of its new K-car platform and architecture in the same way it had proliferated its rear wheel drive cars, all based on torsion-bar front suspensions and similar rear suspensions and powertrains. American buyers flocked to the new cars, which provided adequate acceleration due to their light bodies, better build quality due to higher assembly standards, and interior space that was often similar to the much bigger, older cars.
For 1984, numerous cars were launched, and the company seemed to have no idea which would be winners. The minivans were underplayed, perhaps, while the Executive and Limousine were given more coverage than they merited; but there was no question about the pride Chrysler had in their new G-24 cars, which benchmarked and beat Porsches in handling - though, oddly, the company actually spent more time in their press release talking about the imported/Mitsubishi-sourced Colt Deluxe. The Colt would achieve some notoriety and fans, but Daytona outstripped it, and was an actual Chrysler accomplishment.
The relevant parts of Chrysler's launch release:
The Annual Report previewed the various cars, pointing out "the first American-built, front-wheel-drive sports cars, the Dodge Daytona and Chrysler Laser... Featuring Chrysler's standard 2.2 liter engine with fuel injection and optional turbocharging, the aerodynamic Laser and Daytona prove that high performance and fuel economy can be built into the same automobile. High technology is built into these cars, too, with a computer controlled engine and, on some models, a fully electronic instrument cluster, an electronic navigator, and a 22-function electronic monitoring system. These advanced sports cars are being marketed aggressively to younger buyers."
Early Dodge Daytona / Chrysler Laser advertising
Advertising was not neglected, by a long shot... thanks to J.P. Joans and his Chrysler Literature Facebook group for the following scans. The Daytona ads described the car's features, though they required a lot of reading; of note were the generous gas mileage estimates, using the EPA's optimistic standards of the time, of up to 24 city, 43 highway mpg. The Laser ad went directly against the competition, albeit on cherry-picked terms, showing the Daytona beating the formidable Nissan 300ZX in the slalom, the heavy Pontiac Trans Am in braking, and the Camaro Z-28 in 0-50 times (the text was more impressive than the images, showing more cars beaten; a popular car magazine later tested Daytona against both current and classic GM and Ford muscle cars, showing it to be a real contender).
Forum || General History || The Launch || By Year || Handling || Recalls || Performance || Maintenance || Buying || Car Specifications || VIN Decoding || Resources || Turbo Engine Rebuild/Upgrade
Dodge Daytona Racing Team || 1986 Daytona Restoration
Home •
Engines •
Reviews •
Chrysler 1904-2018 •
Upcoming •
Trucks •
Cars
Spread the word via <!--Tweet or--> Facebook!
We make no guarantees regarding validity or accuracy of information, predictions, or advice - .
Copyright © VerticalScope Inc. All rights reserved. Dodge, Jeep, Chrysler, Ram, and Mopar are trademarks of Fiat Chrysler Automobiles.
For 1984, numerous cars were launched, and the company seemed to have no idea which would be winners. The minivans were underplayed, perhaps, while the Executive and Limousine were given more coverage than they merited; but there was no question about the pride Chrysler had in their new G-24 cars, which benchmarked and beat Porsches in handling - though, oddly, the company actually spent more time in their press release talking about the imported/Mitsubishi-sourced Colt Deluxe. The Colt would achieve some notoriety and fans, but Daytona outstripped it, and was an actual Chrysler accomplishment.
The relevant parts of Chrysler's launch release:
Annual Report preview
The Annual Report previewed the various cars, pointing out "the first American-built, front-wheel-drive sports cars, the Dodge Daytona and Chrysler Laser... Featuring Chrysler's standard 2.2 liter engine with fuel injection and optional turbocharging, the aerodynamic Laser and Daytona prove that high performance and fuel economy can be built into the same automobile. High technology is built into these cars, too, with a computer controlled engine and, on some models, a fully electronic instrument cluster, an electronic navigator, and a 22-function electronic monitoring system. These advanced sports cars are being marketed aggressively to younger buyers."
Early Dodge Daytona / Chrysler Laser advertising
Advertising was not neglected, by a long shot... thanks to J.P. Joans and his Chrysler Literature Facebook group for the following scans. The Daytona ads described the car's features, though they required a lot of reading; of note were the generous gas mileage estimates, using the EPA's optimistic standards of the time, of up to 24 city, 43 highway mpg. The Laser ad went directly against the competition, albeit on cherry-picked terms, showing the Daytona beating the formidable Nissan 300ZX in the slalom, the heavy Pontiac Trans Am in braking, and the Camaro Z-28 in 0-50 times (the text was more impressive than the images, showing more cars beaten; a popular car magazine later tested Daytona against both current and classic GM and Ford muscle cars, showing it to be a real contender).
Forum || General History || The Launch || By Year || Handling || Recalls || Performance || Maintenance || Buying || Car Specifications || VIN Decoding || Resources || Turbo Engine Rebuild/Upgrade
Dodge Daytona Racing Team || 1986 Daytona Restoration
Home •
Engines •
Reviews •
Chrysler 1904-2018 •
Upcoming •
Trucks •
Cars
Spread the word via <!--Tweet or--> Facebook!
We make no guarantees regarding validity or accuracy of information, predictions, or advice - .
Copyright © VerticalScope Inc. All rights reserved. Dodge, Jeep, Chrysler, Ram, and Mopar are trademarks of Fiat Chrysler Automobiles.