The “fuselage” styling of the 1969-73 Plymouth Fury has often been blamed for its lower sales compared to its boxy predecessor. However, while the unique design was controversial, other factors, including quality issues and a generic redesign, played a significant role in the Fury’s decline.
The Fuselage Era: Initial Success and Growing Pains
Contrary to popular belief, the fuselage Fury debuted strong. In 1969, the first year of production, Plymouth sold nearly 367,000 units, exceeding sales figures from 1965 and 1968. This suggests that the styling, while polarizing, was not the primary deterrent for early adopters.
The 1969 Plymouth Fury III, the highest-priced four-door sedan, saw strong sales initially, reaching almost 73,000 units.
However, quality control became a significant concern for Chrysler during this period. Consumer Reports (1970) highlighted the 1969 Fury V8’s “much worse than average” frequency-of-repair, particularly for body integrity, brakes, and engine mechanics. These issues likely contributed to the subsequent sales decline.
A Tale of Two Redesigns: 1972 and 1974
In 1972, Plymouth attempted to revitalize the Fury with a refreshed design that balanced its distinctive look with emerging brougham trends. This iteration proved successful, with the Gran Fury achieving record sales for a top-end Plymouth.
The 1972 Plymouth Gran Fury’s balanced design resonated with buyers, leading to record sales.
However, the 1974 redesign marked a turning point for the Fury. Aiming for a more mainstream appeal, Plymouth adopted generic styling cues reminiscent of the Chevrolet Caprice. This “anti-fuselage” approach backfired spectacularly.
The 1974 Plymouth Fury’s generic styling, intended to appeal to a wider audience, ironically led to its downfall.
The Anti-Fuselage: A Recipe for Disaster
The 1974 Fury’s bland styling coincided with the first oil embargo, further impacting sales. While Chevrolet and Ford also experienced declines, their losses were less severe. By 1977, the Fury was a shadow of its former self, selling a meager 48,000 units.
Several factors contributed to the anti-fuselage’s failure:
- Premature Redesign: Chrysler could have extended the life of the fuselage body, similar to Ford’s strategy with its full-sized line.
- Loss of Identity: The generic styling stripped the Fury of its unique identity, making it an uninspired alternative to its Chevrolet and Ford counterparts.
- Questionable Decisions: Plymouth’s decision to switch the top-of-the-line Fury to single headlights in 1975 and discontinue the popular four-door hardtop in 1976 further alienated potential buyers.
A Lesson in Brand Identity
The Plymouth Fury’s journey from fuselage to flop highlights the importance of brand identity, particularly in a shrinking market. By abandoning its distinctive design language for a generic approach, Plymouth effectively erased its presence in the full-sized car segment.
Ironically, Chevrolet capitalized on the market shift with its downsized 1977 Caprice. This new model, comparable in size to the often-dismissed 1962-64 Plymouth, helped Chevrolet regain its dominance.
Chevrolet’s downsized 1977 Caprice, ironically similar in size to the 1962-64 Plymouth, proved successful, highlighting the importance of innovation and market timing.
The Plymouth Fury’s story serves as a cautionary tale for automakers. In a constantly evolving market, maintaining a strong brand identity and adapting to consumer preferences are crucial for survival.
