The 1968 Plymouth Road Runner: An Iconic Road Runner Muscle Car Legend
The popular 1968 Plymouth Road Runner was developed under the leadership of Elwood P. Engel, who had succeeded Virgil Exner at the helm of Chrysler’s design studio. Engel brought a strong passion for automotive style from his previous role at the Ford Motor Company design team.
One notable design concept Engel contributed to was the much-admired 1963 Chrysler Turbine car. Later in his career, Engel was involved with another impressive vehicle: the 1968 Road Runner coupe. This Road Runner Muscle Car was initially priced at an accessible $3,034, contributing to a production total of 15,359 units that year.
1968 Plymouth Road Runner ad featuring cartoon character
The 1960s represented a peak era for American automakers introducing various muscle cars aimed at the younger demographic. The 1968 Road Runner was a high-performance model, fitting perfectly into this market.
Birth of a Muscle Car Icon
The 1968 Road Runner came standard with a robust 383 engine. Distinctive 383 numerals were incorporated into the design of the hood’s air scoops, signaling its power. For those seeking even more performance, a potent 426 Hemi Street engine option was also available, solidifying its status as a formidable Road Runner Muscle Car. The vehicle was named after the famous animated bird character from Warner Brothers.
Elwood Engel, designer associated with the 1968 Road Runner
According to automotive historians, Plymouth’s marketing division at Chrysler paid Warner Brothers studio a significant $50,000 for the licensing rights to use the Road Runner name. This agreement also included the use of the character’s iconic and beloved “Beep Beep” horn sound, which became synonymous with the car. The late Jack Smith of Chrysler worked alongside Warner Brothers to integrate the animated bird into the marketing for the popular Plymouth vehicle. However, it was Gordon Cherry who is credited with originating the innovative idea of pairing the Road Runner cartoon character with the car itself. This resulting marketing campaign proved exceptionally effective upon the car’s introduction in 1968. For comparison with another classic from the era, you might be interested in the 70’s dodge challenger.
Distinctive Styling and Marketing Prowess
For the 1968 model year, the Plymouth Division restyled its intermediate lineup, adopting more rounded body lines than seen in previous years. The Road Runner quickly emerged as one of the most sought-after models available, offered in both hardtop and coupe designs that garnered widespread admiration. The car’s design featured prominent Road Runner nameplates positioned on its sides and rear, contributing to its appealing aesthetic. A notable styling element was the application of black detailing on the hood. The design, particularly the 1968 plymouth roadrunner iteration, was well-received.
Front view of the Plymouth Road Runner with Chrysler EVP Dick MacAdam
Beyond its street performance, the 1968 Plymouth Road Runner also left its mark in motorsports. It’s worth mentioning that one of NASCAR’s most celebrated drivers, Richard Petty, famously campaigned a 1968 Plymouth Road Runner carrying his signature number 43, further cementing its performance image.
1968 Plymouth Road Runner advertising showing car and text
Plymouth’s advertising efforts for 1968 masterfully utilized the connection to the cartoon. They created striking illustrations of the plymouth road runner 1970 and earlier models using vibrant colors and incorporating the cartoon characters, always accompanied by the popular “Beep Beep” sound effect. Some of this memorable artwork was created by artist Dale Dalton, known for his widened and foreshortened perspectives. One particularly iconic advertisement from that year depicted a blue Road Runner illustration with smoking headers and racing slicks kicking up a whirlwind of fire, an image so popular it was also made available as a poster.
1968 Plymouth promotional sales material featuring Road Runner character
On the Track with Richard Petty
The association with Richard Petty added a significant layer to the Road Runner’s legend. Petty’s success on the NASCAR circuits driving the 1968 Road Runner showcased the car’s performance capabilities in a high-stakes environment, appealing directly to the youth market that automakers targeted with these powerful machines.
A 1968 Plymouth Road Runner ad showing car
Conclusion
In summary, the 1968 Plymouth Road Runner models made a memorable debut as a mid-year release. They featured a distinctive hood design with simulated air scoops and offered the choice of a potent 383 or the legendary 426 Hemi V8 engine. Many automotive historians consider the 1968 to 1970 models to be the most recognizable and highly desirable among collectors and enthusiasts alike, a testament to the enduring appeal of this road runner muscle car. Plymouth’s clever decision to name the car after the beloved Warner Brothers cartoon character was a stroke of marketing genius that undoubtedly contributed to the model’s immense success and secured its place as a significant part of automotive history.
Richard Petty's number 43 Road Runner NASCAR race car
Side view of a 1968 Plymouth Road Runner
Bibliography
Lamm, Michael & Holls, Dave. “A Century of Automotive Style: 100 Years of American Car Design.” Lamm-Morada Publishing, 1996.
Butler, Don. “The Plymouth and DeSoto Story.” Motorbooks International. Crestline Publishing, 1978.
Holder, Bill & Kunz, Phil. “Chrysler Muscle: Detroit Mightiest Machines.” Krause Publications, 2003.
