RECAPS LETTERS

“LAST YEAR, OVER A QUARTER- million owners of other low-priced cars were won over to Plymouth. It started a movement, a momentum, a beat. And the beat goes on,” proclaimed the television ads for the 1967 Plymouth cars. Petula Clark was hired to share that “Plymouth Win You Over Beat Goes On” for the 1968 model year.

As a 28-year-old district manager for the Chrysler-Plymouth dealers in the San Francisco/San Mateo district, I was expected to assist this momentum/beat, or so it would seem.

Part of the constant barrage of stuff Ross Roy and advertising agency Young & Rubican (now Y&R) sent was a piece on how much better the Plymouth cars performed, in many categories, than Chevrolet and Ford cars could. Using one of the above comparisons, which always gave point and game to Plymouth, I had a field car, a Fury III, so I went looking for the other two contestants to preach to the