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Photo: Stellantis
It would be hard to live without a lot of things that America has introduced to the world. Fast food, iPhones, chocolate chip cookies, sunglasses, and so much more. However, how do we feel about muscle cars, a classic American invention well known worldwide, at least among petrol heads?
The term “muscle cars” refers to American-built two-door sports coupes with powerful engines designed for high performance. Ford Mustang, Chevrolet Camaro, and Dodge Charger are some of the most popular in the present market. There was also the even more muscle-bound Dodge Viper before that. The Pontiac GTO and Firebird (made famous by the Knight Rider TV series) were also popular, though both have since been discontinued.
The history of muscle cars
Credit: The 2023 Dodge Challenger SRT Super Stock with SRT Black Appearance Package, shown here in Destroyer Grey, a newly returning colour. (Photo: Stellantis)
Dodge recently announced that it will cease production of its iconic muscle cars, the Challenger and the Charger, next year, which raised questions about the future of this niche market. While muscle cars may not be to everyone’s liking, they have a rich heritage strongly linked to the movies. For the ordinary man (or woman), they offer raw power, deafening noise, and pure escapism.
US-based Steve Linden works with classic car collectors, enthusiasts and investors, and is passionate about muscle cars. Talking about their attraction he said, “Their primary mission was to go fast. Luxury, comfort, convenience, dependability and economy were all secondary to this.” It’s possible that this is why they didn’t become mainstream, but have a specific customer base.
The first muscle cars appeared in the early 1950s, but the term “muscle car” was not adopted until the mid 1960s, referring to special editions of mass- produced cars designed for drag racing. After enjoying a heyday in the 1960s and ‘70s, they had a mini revival in the 1980s and ‘90s. Since then, their popularity has waned as motorists have become more environmentally-conscious and SUVs have taken over market share. But they have stubbornly remained on the scene, with many carmakers producing retro versions of their first-generation models.
Credit: Ford
Why have they remained popular for so long? “First, the idea of driving a powerful automobile is ingrained in human nature, and this still appeals to a large segment of automobile buyers today. Second, the auto manufacturers take advantage of the demand by marketing and building brand loyalty,” Linden said.
While he wasn’t surprised to hear that Dodge will stop making petrol-powered Chargers and Challengers next year, he suggested that this “is the wave of the future”. On a more optimistic note, he said muscle cars won’t go out of style, despite the rise of electric and hybrid cars.
“I think that there will always be a demand for these cars, however, the demand may get smaller over time. On the other hand, electric cars produce massive amounts of torque at low RPMs, so we may be introducing a whole new generation to the concept of eco-friendly muscle cars.”
Ask Dodge about muscle cars and the automaker’s marketing blurb will say “Dodge doesn’t make category cars. It makes category cars nervous. Dodge strives to turn everyday vehicles into personal statements.” This is a philosophy that dates back over a century to when the Dodge brothers built their first cars.
Keeping up in a world of electric vehicles
Dodge is part of Stellantis, the Netherlands-based car giant that also owns Chrysler and Peugeot among other brands. It will phase out muscle cars next year with the release of seven “heritage” models, each bearing a plaque with “last call” under its hood. According to Dodge CEO Tim Kuniskis, “We are celebrating the end of an era, and the start of a bright new electrified future, by staying true to our brand.”
Indeed, many feel muscle cars still retain an enduring appeal and a global reach. “What draws people to muscle cars is exactly what draws people away from them,” added Linden.
Films and television have played an important role in the global appeal of muscle cars throughout the decades. Most recently, they have appeared in the Fast & Furious movie franchise, and in Netflix’s popular 1980s series Stranger Things.
Regardless, automakers are investing heavily in hybrid and electric models and the factory spaces to make them. Many muscle cars attempting to ride the clean energy wave have introduced plug-in electric versions that retain many of their “muscle” features that made them popular in the first place. One example is the classic Ford Mustang which has been replaced by the all-electric Mustang Mach-E. It’s still early days, but only time will tell if the muscle heads approve.
