You know what often, maybe paradoxically, results in funny stuff? Having to stretch something to fill space. Well, time or space, really. I’m not exactly sure why it is, but there’s something inherently comical about desperately trying to find stuff to fill space or time when the source material is thin, and you have to pull something ex recto just to make it work. That may be why I like this entire page in this 1973 Plymouth Duster brochure dedicated to a folding rear seat.
Actually, it’s way more than just a brochure page; Plymouth turned an $88 option of a folding rear seat (and a sun roof) into a whole separate variant of the Duster called the Space Duster. It was pitched as a Duster for people who wanted to haul really long stuff, basically.
Look, they made a whole commercial just about it:
…and here’s the Brochure page:
I mean, yeah, that folding seat does allow for a pretty cavernous load space. And, as they’re fond of pointing out, a fully carpeted load space, because in the ’70s we wanted everything to be fully carpeted. I think there was even a public works project that carpeted all of Rhode Island.
It’s true! Rhode Island was carpeted from 1972 to 1994, when it was discovered that there was hardwood flooring under the carpet, and between 1995 and 1999 all of the carpet was removed, leaving the hardwood state you know today. I heard Rhode Island’s downstairs neighbors are still complaining about the noise, though.
Anyway, it’s not like folding rear seats were that uncommon in 1973. Off the top of my head, VW Beetles had folding rear seats since 1965, and when other carmakers mentioned it in brochures, it usually was just a little sidebar, like in this Renault 4 brochure:
That’s a far cry from the full page and entire freaking commercial made by Plymouth to crow about their folding seat. I mean, sure, a load area six and a half feet long is pretty damn good, better than some modern pickup trucks, but it’s not like the Duster had a hatch; you’re still loading everything through the trunk opening.
It’s a funny way to market a Duster, as a cargo-haulin’ beast, but not the worst way, really. Also, I like how on that front seat the caption labels it as “Seat Comfort Computer-Correlated” as if those words in that order have any meaning whatsoever.
What the flapjacks does computer-correlated seat comfort mean? Not even computer controlled, it’s correlated. Correlated with what?
These were not great cars. I had a girlfriend in college who had one, A Gold Duster edition with a snakeskin top. It was a steaming pile. I’ve never driven anything that handled worse in a straight line at highway speeds, and it was always breaking down. I once towed it out of the street and up into her driveway with my Beetle, though, and I was pretty proud about that.
I love how the trunk lid is the cover panel for the entire aperture of the back of the car from rear glass edge to the bumper and both fenders. Who needs strong structures?
So, if Opel had given the Kadett the same treatment, would that have made it a Space Kadett?
I carpeted the luggage area of my 1968 Datsun 510 and it did quiet it down some on the freeway and made it a little bit more comfortable to sleep in.
Always works better with Fords: Space Explorer, Space Expedition, Space Escort, Space Fiesta, Space Escape, Space Transit, Space Ranger, and Space Bronco, just to name a few…
Ex recto. Thanks, Torch! A phrase that will now become part of my everyday lexicon!
It was a steaming pile. I’ve never driven anything that handled worse in a straight line at highway speeds, and it was always breaking down.
Gotta disagree here, Jason. My brother had a ’73 Duster 340 4 speed 3.73 rears. It was a fantastic sleeper. Not many people could touch it, and we had more than a few quick cars locally.
I drove it quite a few times and it handled pretty well for a car of its time. It was dead on in a straight line. Those cars were born to drag race.
Unfortunately, it had to be driven in Pennsylvania winters, and it turned to – dust. Unibody was never meant for salt.
Unibody was never meant for salt.
TruCoat, you don’t get it and you get oxidization problems. It’ll cost you a heck of lot more’n five hundred!
Now I know why I like the jingle; it’s obviously inspired by Hot Rod Lincoln.
See the sunroof closing with a manual crank? If you have to have one, that’s the way to go. I zenned out over that commercial. Very relaxing.
My Bavaria had a hand crank. It felt rewarding to wind it one way or the other and see it open or close. I think everything since then has been electric.
Dodge called the same option group the Dart Convertriple.
“Computerized analysis:” “Spring deflection, stress levels, and fatigue characteristics are carefully correlated”
I lived in Providence, RI in the early 1990s. I promise you that it was all covered in asphalt back then. Even the Providence River. I wish I was joking. Brings back memories of the fascinating Mayor Vincent “Buddy” Cianci
https://en.wikipedia.org/wiki/Buddy_Cianci
Wasn’t there a “Buddy Cianci Middle School” on Family Guy?
Family Guy was so full of Providence, RI references. Seth went to RISD, right around Buddy’s second stint as mayor. When Brian went back to finish college at Brown, many of the buildings were way more correct than they needed to be (other than the football game, which showed full stands. That never happens 🙂 )
I love that the sunroof is billed as a capacity increasing option, but am disappointed they didn’t brag more about the Unlimited Space offered by using the sunroof!
There is no limit to how high you could go! (well, maybe street lights). Imagine transporting your unfinished 20-foot high game of jenga back home to finish another time. Or 10-foot lumber completely vertical! The options are endless!
Thanks for the memories, Jason! My dad and brother and I used to have a lot of influence in helping select the new cars for my mom. I had a ’71 Duster 340 that was a great car, and a couple years later we selected a ’74 Duster 360 4-barrel with the Space Duster package. It was even the same copper metallic over white interior as the car in the video. That 360 was strong and with some tuning, very quick. My girlfriend (who is now my wife) used to take the car on road trips and camping trips. The fold down rear seat and a couple of sleeping bags made a comfortable place to sleep on camping trips when it rained hard and my old tent just wouldn’t do.
>What the flapjacks does computer-correlated seat comfort mean? Not even computer controlled, it’s correlated. Correlated with what?
Bill in Engineering added 24+73 in one of his calculations and also ran the addition through a computer to double-check it.
In 1973, you could buy a new Chevy Nova with a hatchback. My grandmother bought one. Just sayin’.
“Space Duster”… what’s next, “Angel Duster?”, the car that simply makes you hallucinate your destination arrival?
“It’s true! Rhode Island was carpeted from 1972 to 1994…”
Torch, have you been hanging out with Calvin’s Dad? I can’t help but be reminded of his discussion of why black and white photographs look the way they do.
The Dad giving fantastical false explanations of things to Calvin comics were always really funny.
So much so! Another personal favorite was this explainer about bridge load limits that my civil-engineering-major college roommate had taped to his desk.
I quote that all the time. Calvin and Hobbes was the best!
I think that as far as Plymouth goes, the idea harkens back to the OG Barracuda. It had a trunk and a cargo space under the fastback glass, and there was a panel between the two that could be folded down between the two. For more cargo space, the rear seat folded down as well. I’m told it formed a great space to lie down with your best gal and stargaze through the back glass… or something.
I had a Plymouth Breeze in high school that I could fold down the back seat and lay down flat with my legs in the trunk even at over 6′ tall. I got kicked out of a few parking lots by cops at 2 or 3 in the morning who didn’t approve of my genius sleeping arrangements.
All those times in school when you had to keep adding fluff until your essay hit 500 words…it really was preparing you for life.
Funny, I always pictured Rhode Island as more of a Congoleum Peel & Stick floor tile state, not hardwood. Who knew?
New Jersey, maybe. And Staten Island.
Buddy Cianci says, “hey.”
Space Duster: the perfect way to make your trip to The Elysian…Fields.
The guy in the ad with the cute girl hanging onto him looks… less than enthusiastic about the situation.
That’s his ‘Psycho Hose Beast’
I was thinking fake date for Christmas brunch, because it would just kill grandma if she found out he was gay.
He definitely does not want to go on this weekend trip, but he has begrudgingly agreed to please her.
To her credit, she seems to be nice about it.
He can only afford a Duster, and he’s going to be driving a crappy RWD vehicle up a snowy/icy mountain road to spend a bunch of his limited money on skiing.
I was just a kid and didn’t think much of Dusters (& Darts) at the time. But today I admire the AMC-like resourcefulness and ingenuity that birthed it. The Space Duster, Feather Dusters, Hang Ten, 340, 360, Twister, optional sunroof, etc. It was an affordable car you could personalize quite a bit, and we need more of that.
My dad had a ’74 Dart Sport, with the Duster body but no folding rear seat.
When we moved in ’78, he had so much of our stuff tied to the open trunk of the car, we looked like the Joads.
Speaking of keeping up with the Joads:
My dad used to load up the roof of our ancient Tercel 4×4 wagon with camping gear packed in milk crates. Tents, cast iron pans, stove, food, you name it. Not just a couple of crates, ALL the crates he could stuff up there till the roof could hold no more, all strapped down with ratty bungee cords, net and rope. And for good measure also the exhaust system when that fell off. Lots of stuff in the cargo area too but the lucky dog had the whole back seat to himself.
Good times.
My first car was a Gold Duster. I beat the crap out of it so it would not go in a straight line (which took steering to a whole new level). One day I got a call from someone answering an ad for a Plymouth Duster for sale. After a couple more calls, I checked the local paper and sure enough there was an ad with my phone number. I sold the Duster and never knew if it was a true typo or a friend playing a joke or most likely my dad helping me move on to a new car.
A front-end alignment every now and then goes a long way.
This car would be useful for those who do not have a friend with a pickup truck when they need to move, and have never heard of U-haul.
You have to buy the car, though.
When you reread the brochure copy and realize they’re touting the sunroof as an option which will increase your cargo capacity….
…thats some next level BS right there.
“…it was always braking down.”
So the brakes worked well then? Or was it unintended deceleration?
Obviously you’ve never driven around with 8′ board lumber sticking out the sunroof!
I haven’t either, I just figured that was the case.
This all feels like a lot of extra work just to avoid building a wagon.
Was there ever a point where Duster was a commonly-known term for a cowboy jacket? I’ve wondered that since I first heard of the Duster. Or was it supposed to “dust the competition”? And then they leaned into the “Space Dust” theme and confused it all…
It opens a new window for Grandfather clock transportation.
Well, it was about time.
A Space Duster Cowboy Jacket!
Zaphod Beeblebrox approves!
Yes – A Duster was a full-length unlined coat which kept cowboys/ranchers dry while out on the range. They included small belts for you lower legs to keep your legs covered and dry.
Dusters were later co-opted by early motorists for similar purposes – to keep the dust kicked up by driving their new-fangled auto-mobiles from covering their suits of clothing.
Then there’s the Duster which your maid would use around the house – typically made of ostrich feathers…
No, the Plymouth Feather Duster (really!) was the eco/light-weighted version of the Duster that was something like 200 pounds lighter than the standard versions–bunch of aluminum bits, a slant-6, etc.
Right, and a lot of people know that today thanks to exposure (and fashion trends).
I was just curious if in 1973 it was a household word. I can’t imagine that it was, and IMO the worst thing in marketing is to have to explain a name to someone.
“We pulled this name ex recto…”
Having been around in 1973 when the comedic/sexist trope was the maid in a skimpy dress wielding a feather duster – Yes, people knew what a Duster was, but probably not the coat…
…but there was also the past-tense version of the word – “Dusted” – which meant you had been beaten in a race.
Also “Eat My Dust” was a common taunt – and the name of a Ron Howard movie.
This later meaning is most likely where Plymouth came up w/ the name “Duster”
I agree, that was my second guess. Sadly, that was a few years before I was born and my only exposure to the “Duster” name in real time was the ’90s reboot under the Sundance line…it was…meh.
Living in Ontario,Canada…the Duster was called the Ruster… our roads were coated with copious amounts of salt all winter and did quite a number on vehicles. 3 years and it was time to start welding on patches…
crap. I ran out of e’s.