1971 Plymouth 'Cuda: In Detail No. 2

CHAPTER 1

INTRODUCTION AND HISTORY

This Hemicuda with 4-speed transmission and 4.10 Dana 60 is 1 of 59 built for U.S. specifications. In-Violet Metallic paint code FC7, a white interior code H6XW and a white vinyl top code V1W combine to make a striking combination. Welcome to 1971! Note: the Sport Stripe was added during restoration of this exquisite beauty. (Wade Ogle Photo)

1971 Plymouth 'Cuda. One of the most recognized muscle cars in the United States automotive history. Styling. Horsepower. Aesthetics. Economic value. Whatever your attraction is to this amazing automobile, you cannot help but have respect for it. Most automobile enthusiasts can recognize it from far away. It is an extremely iconic and highly collectible automobile.

SHAKER hood. Billboard sport stripe. Gilled fenders. Elastomeric bumpers. Painted grille. Road Lamps. Front and rear spoiler package. Dual mirrors. Rear window louvers. Everything a person would want on a 1971 Plymouth 'Cuda and all the eye candy that these beautiful cars are known for. Just looking at it makes any person appreciate its beauty and styling. Plymouth designed, engineered, and built this car with quality in mind and to be the best car value. That is Chrysler-Plymouth coming through for you.

CONCEPTION

One of the key designers on the 1970 'Cuda was John Herlitz. In 1964 he was fresh out of the Pratt Institute in Brooklyn, New York where he majored in industrial design. Herlitz went straight from school to the Plymouth Production Design Studio, where his first project was to work on the second generation 1967 Barracuda. He brought along a new design that he did right out of college, although it was not used until the next model change. The problem with the all-new body Barracuda was that Plymouth could not find a manufacturing source with the capability to produce that kind of car. The plant was out of capacity. It even went so far as to consider buying Jaguar of England, but its way of producing cars simply would not work.

Chrysler Corporation knew that the rollover in the high-style segment of the market would take place over a three-year interval at the most. The corporation began designing the 1970 body style in the fall of 1967. Planning the release of the new body style for July 1969, it was designated the E-Body for that model year. The 1970 year was designated as F Series, but the E-Body designation remained throughout the following years because a major overhaul was necessary to change letter series.

Plymouth built identical promotion cars to be distributed in the many sales regions of the United States. These promo cars were highly optioned to showcase the new model features. All were painted in Curious Yellow paint code GY3. This stunning example has the lowest Vehicle Identification Number (VIN) and is believed to have been the first one built. (Kevin Kuypers Photo)

Another key designer of the E-Body was Fred Schimmel who was initially hired as a Stylist B in an entry-level position. He studied at the Art Institute of Chicago and San Antonio College and was hired by Chrysler right after graduation. He worked on the third generation (E-Body) Barracuda designs and was credited for the front of the 1970. Schimmel came up with the idea of fairing around the vertical bumper guards to cover the leaf spring shackles. He was also the final designer for the taillight treatment and most of the back end sheet metal. The 1971 taillights were taken from an idea created in 1968.

In-Violet Metallic paint code FC7 was ordered on approximately 7 percent of the 'Cudas built in 1971. Today this magnificent color is highly desired. An interesting option on this car is the wheel trim rings with hubcaps on the standard steel wheels. Very few were ordered with this option. (Rob and Danielle Polson Photo)

A unique look into the Plymouth design studio selection process. These images, dated December 10, 1968, are of a full-size working model for the designer to select features. One of the many design possibilities that was not used in production was a vent window on the door. (I’m glad about that.) Note the 1971 taillights. (Dodge, Plymouth and the AMC design are registered trademarks of FCA US LLC)

Plymouth designed one of the best looking hoods for any muscle car. Optioned with very few accessories, this 'Cuda440-6 built in Formal Black paint code TX9 is definitely not subtle. The small speaker installed in the dash pad was part of the AM/FM stereo radio code R35.

G SERIES FOR 1971

The 'Cuda body carried over into the 1971 model year and there were several changes to the new model, but the overall design was the same as 1970. Unfortunately, 'Cuda sales were disappointing for 1970 and even worse for 1971. Sales dropped more than 65 percent and production was consolidated at the Hamtramck Assembly plant. Granted, sales of pony cars were down for the entire industry, but nothing close to what Plymouth experienced. Plymouth’s all-new car failed to peg the sales needle in 1970, so how could introducing an all-new grille and other minor exterior changes help sell the new model? Chrysler executive Gene Weiss said, The 71 product actions were a hurried effort to boost sales, which they failed to do. Though highly prized today because of low-production volume, the 1971 'Cuda updates generally were not well received. John Herlitz was definitely not impressed. It was said that 1971 was a classic example of change for change’ sake. The alternations added no value to the car’s basic form. What was called poor sales in 1971 is innocently addressed as limited production today. However history recorded those dismal sales, this was an exceptional offering from Plymouth. The right car, possibly introduced a couple years too late.

The muscle car era was ending, thanks to federally mandated low-lead/low-octane gasoline that was forcing car makers to reduce compression ratios. Those changes were coming rapidly, but Plymouth managed to hold on one more year, while others were dropping big engines off their order sheets and replacing high performance with garish stripe packages. 1971 was the last year for the good stuff.

SLEEK AND SPORTY

Sitting in the driver’s seat of a 'Cuda is an exhilarating experience. It’s a comfortable car for both a large man and a petite woman. All the instruments in the cluster are easy to see and everything is within reach. Its evident that the 'Cuda was designed by people who liked to drive. The suspension offers a comfortable ride, great directional stability, and a good overall handling. The road noise is low and wind noise is almost non-existent due to the ventless side windows and the smooth exterior.

Four performance engines were offered for the 'Cuda and it was expected to continue its leadership in the performance car field. A new bold grille treatment that featured dual headlamps was offered in Argent and several body colors. The rear-end styling had distinctive new taillamps and backup lights, which are integrated into the lower rear deck panel. Brake lights are positioned on either side of the panel with vertical backup lights mounted inboard of the taillamps.

Sherwood Green Metallic paint code GF7 is one of several shades of green offered by Plymouth for 1971. A vinyl roof, chrome racing mirrors, and the Sport Stripe enhance this magnificent color. Note the correct color bezel of the rear side marker light to blend in with the stripe. This particular car lives a pampered life outside the United States. (Khalid Al Asam Photo)

SALES NUMBERS

The pinnacle year for the muscle car was 1971. But it was the beginning of the end. High insurance rates, demanding environmental laws taking effect, and less demand for muscle cars, diminished the amount of cars built. The 'Cuda was offered for sale in three distinct markets: The United States, Canada, and International. Chrysler Corporation recorded the following units shipped from the assembly plant.

One Assembly Plant

All Plymouth 'Cudas were built at the Hamtramck Assembly Plant, which was located on 7900 Joseph Campau Avenue in Hamtramck, Michigan. This northern Detroit plant was known locally as Dodge Main. The plant began operations in 1910 and the facility closed permanently in January 1980. It was one of the oldest assembly plants in the industry. The complex was one of a few to fully integrate automobile manufacturing and assembly operations on a large scale at a single site.

Many parts, assemblies, and sub-assemblies were produced at the plant, though it was almost impossible for every component to be manufactured there and some parts were outsourced. Suspension components, cooling system items, interior seat material, body componente and accessories, and major assemblies such as powerplants were outsourced, with some of those businesses located in Canada. These items were manufactured, assembled, and shipped to the waiting parts depot at the assembly plan. Many times, the shipment arrived just in time for that particular inventory to be used on the line. It was a wise business decision for Chrysler-Plymouth for both the tooling cost and inventory storage.

A unique survivor 'Cuda340, this car was originally ordered by a dealer in