(EXPANDED FROM 10/26/2023)
One of the most underrated cars of the 1960s was the 1963-66 Dodge Dart. This “family” compact anticipated the size of the contemporary family sedan during a time when the American auto industry was fixated on the booming intermediate market.
When the Chrysler Corporation redesigned its compacts for 1963, it followed in the footsteps of the Ford Motor Company in giving each of its two lower-priced brands unique market niches. Whereas the 1961-62 Dodge Lancer had been a thinly disguised version of the Plymouth Valiant, the renamed Dart was a step up in size and price. This was much like the Mercury Comet was to the entry-level Ford Falcon.
Dodge enters the family compact field
It made sense for Dodge to target the Comet because it had been among the top-selling entries in what might be called the family compact field. Here we are talking about compacts that were a step up in size, trim and often performance from entry-level compacts such as the Ford Falcon, Plymouth Valiant, Chevrolet Chevy II and Rambler American.
Note that reasonable people can differ as to what cars might be classified as a family compact. For example, in 1962 Consumer Reports started to call the Rambler Classic and Studebaker Lark “intermediates.” However, they were roughly the same size as a 1963 Dart and smaller than the downsized Plymouth/Dodge and Ford Fairlane/Mercury Meteor.
Like the Lancer, the Dart was based on the Chrysler Corporation’s A-body platform. Also like the Lancer some sheetmetal was shared with the Valiant. However, non-wagon models were given a five-inch-longer wheelbase and the deck was stretched an additional five inches. This gave the Dart interior room and truck space that was comparable to smaller intermediates such as the Fairlane.
Dart prices were typically a notch higher than the Valiant’s but lower than the Comet’s. For example, the base Dart 170 two-door sedan listed for $1,983 compared to the Valiant’s $1,910 and the Comet’s $2,088.
As you can see from the graph below, the Buick Special’s lineup was priced higher than even the intermediate Fairlane even though this was the last year it would be placed on GM’s compact Y-body.
Dart sold as a compact ‘in the large economy size’
A 1963 Dodge brochure called the Dart a compact with “family size comfort. The seats are chair high. There’s greater legroom for back-seat passengers than in many a bigger car. Dart is a whole new idea — too roomy to be a compact, too darn thrifty to be anything else!”
In a sense the Dart was a throwback to the early-50s, when the Studebaker Champion was similarly sized (go here for further discussion). However, the car also anticipated the downsized family sedans of the mid-1980s such as the Ford Taurus.
Dart becomes best-selling family compact
For 1963 Dart production almost reached 154,000 units. Richard M. Langworth and Jan. P. Norbye noted that this “handily” outsold the big Dodge (1985, p. 194). Just as importantly, the Dart surpassed the Comet (roughly 135,000 units), the Buick Special (148,000 units), the Pontiac Tempest (131,000 units) and the Oldsmobile F-85 (119,000 units).
Becoming the top-selling family compact was a meaningful achievement given the stiff competition in 1963. General Motors had given fresh sheetmetal to each of its three entries while Mercury had expanded the Comet lineup with a two-door hardtop and convertible.
Competition would considerably lessen in 1964, when GM’s triumvirate were upsized to intermediates. Although the Studebaker Lark had a less ambitious facelift, it shifted upmarket as well. The Rambler Classic arguably left the family compact field in 1963, when its new body was wider and had a longer wheelbase than a Dart.
For 1964 the Dart and Comet ran neck and neck in sales, but in 1965 the Dodge began to pull away. That would be the last year before the Comet became an intermediate. This resulted in a dramatic contraction in family compact output from a peak of one million units in 1962 to under 200, 000 in 1966, when the Dart had the field to itself.
Even so, by 1965 Dart output almost reached 207,000 units. That might have been unimpressive in previous years, but it was now higher than the Chevy II and close behind the Falcon and a temporarily resurgent Corvair.
For the rest of the decade the Dart would be one of the best-selling compacts — and topping the Valiant by substantial margins (go here for further discussion).
GT model does well despite corporate penny pinching
Although most Dart sales were for more practical models, Dodge heavily marketed its top-of-line GT. A 1963 brochure described this model as “America’s first sports compact.” That wasn’t true — over the previous two years almost everyone in the compact field had come out with two-door models with sporty features such as bucket seats and a floor-mounted shifter.
The Dart GT proved to be a decent seller, hitting a peak of almost 50,000 units in 1964. That overshadowed the Comet’s succession of sporty models — and even gave the Pontiac LeMans a run for its money in 1963, the last year when it was positioned as a compact.
I am actually a bit surprised at how well the GT sold given that the greenhouse wasn’t terribly sporty — to cut costs it was shared with the four-door sedan. In addition, the convertible’s styling was arguably undercut by rear fender ridges that clashed with the rounded roofline.
To make matters worse, Chrysler milked four years out of the Dart’s basic design, which meant that it was one of the last U.S. cars to switch to curved side glass. By 1966 the Dart looked dated compared to the newer Falcon and Rambler American, let alone the hot-selling Ford Mustang.
How did the Dart eclipse less-expensive compacts?
The 1963-66 Dart’s success may have been partly the result of relatively attractive styling. However, the car was lauded by Consumer Reports (1963) for a roomy interior, “extraordinary trunk space” and a “high standard of quality,” particularly in steering, ride and its automatic transmission.
Simply put, the Dart was a better all-around car than any other compact — including the smaller and frumpy-looking Valiant.
I grant you that the Dart does not dominate the consciousness of 1960s car collectors anything like the original Mustang. Even so, in the grand sweep of history this Dodge was arguably just as important because it anticipated the downsized family cars of the 1980s and beyond.
NOTES:
This story was originally posted on Oct. 26, 2023 and expanded on Jan. 13, 2026. Specifications are from and Automobile Catalog (2023), Classic Car Database (2026), Flory (2004), Gunnell (2002) and Consumer Reports (1963). Production figures from auto editors of Consumer Guide (1993, 2006). Dimensions graph shipping weights are with standard engines.
Share your reactions to this post with a comment below or a note to the editor.
RE:SOURCES
- Auto editors of Consumer Guide; 1993, 2006. Encyclopedia of American Cars. Publications International, Lincolnwood, IL.
- Automobile Catalog; 2023. “Full detailed specifications listing and photo gallery.” Accessed Oct. 26.
- Classic Car Database; 2026. “Search for Specifications.” Accessed Jan. 13.
- Consumer Reports; 1963. “Basic Body Dimensions.” April issue: pp. 164-165.
- Flory, J. “Kelly” Jr.; 2004. American Cars, 1960-1972. McFarland & Co., Inc.
- Gunnell, John; 2002. Standard Catalog of American Cars, 1946-1975. Revised Fourth Ed. Krause Publications, Iola, WI.
- Langworth, Richard M. and Jan P. Norbye; 1985. The Complete History of Chrysler Corporation 1924-1985. Publications International, Skokie, IL.
ADVERTISING & BROCHURES
- oldcaradvertising.com: Dodge Dart (1963)
- oldcarbrochures.org: Dodge Dart (1963, 1964, 1965, 1966)
The Dodge Dart 2-door GT lived on in Europe until 1970, built in the Madrid area by Barrieros, and the sedan version continued as the 3700 thru 1977. The Spanish Dart GT cars came equipped with the 225 slant six [3.7L], 4 speed floor shift and 4-wheel disc brakes! In theory the engines could be ordered with a 4-barrel carb, but it’s generally believed no examples were sold. The sedans were also offered with a Diesel, but it’s said those examples were terribly slow.
The 3700 was offered as a wagon as well, some of these were converted to ambulances and hearses. A friend of mine in Alicante, Spain, sent me photos of an early type 3700 sedan sitting in a garage, unused since about 1975. The elderly widow won’t sell it. He also has found a 3700 Hearse still in use!
After completing 10 Imperial limousines and finishing it’s contractual agreement with Chrysler, Ghia sold everything to Barrieros, along with the remaining 10 additional Ghia Imperial “Kits”, and completed them in Spain. They were 1965 Imperials with 1966 front grills, and sold as 1966 limousines.
Here in Canada, the 1963-66 Dart was sold as a Valiant. A Dart body with a Valiant front clip sold to both Dodge and Plymouth dealers.
https://oldcarbrochures.org/Canada/Chrysler-Canada/Plymouth/1964-Valiant-Brochure-Fr/index.html
https://oldcarbrochures.org/Canada/Chrysler-Canada/Plymouth/1965-Valiant-Brochure-Cdn-Fr/index.html
But for the 1967 model year, the Canadian line-up was similar to the United States with Dodge Dart and Plymouth Valiant.
Attaching the U.S. Valiant’s front end to the Dart’s rear just doesn’t look right to me. It looks too stubby.
I think the Dart for 1963 through 1967 was a rather handsome car and station wagon. The front clip revealed the upcoming restyle of the 1964 Dodge Polaras, 440s and 330s. Overall, the 1963-1964 Darts were more stylish than the same model-year Mercury Comets.
Back in the day – I noticed these bug – eyed wonders everywhere. I had a generally low opinion of its appearance – but that was in line with most cars at the period.
My neighbor who was generally regarded at a social climbing type was oft seen in her Dodge Dart. She informed my mother that her car was ” built by Chrysler”
My mother didnt know a Chrysler from an ice maker – but the Dart was often seen on the popular game shows of the time – as the grand prize – for a game well played.
Looking at the graphs, it is amazing how fast Studebaker Lark sales fell off after it was introduced as a ’59 model.
The other thing that caught my attention was though it was one of the shorter cars in the comparison it was also one of the heaviest. The chart does not state if the vehicles listed had 6 or 8-cylinder engines. The Studebaker V8 was notoriously heavy.
Tom, good points. To your question, the above graph’s weights are for base engines (so sixes for the 1963 compacts). The Lark V8 base four-door sedan’s shipping weight was 2,985 pounds. The Lark was situated between the compacts and mid-sized cars in weight even though it was fairly short.
That’s why I think Studebaker made a mistake of initially making the Lark so small — the basic body was more competitive with the larger senior Ramblers than entry-level compacts such as the Falcon or Corvair (go here for further discussion).