10/02/2026
Did you know the iconic design of the second-generation “coke-bottle” Dodge Charger was almost thrown away?
Bill Brownlie, chief designer for Dodge at the time, wanted to keep the fastback profile of the first generation and ordered Richard Sias’s “coke bottle” design to be destroyed.
Brownlie then left for vacation, during which Sias’ managers told him to keep working despite Brownlie’s remarks. When Brownlie returned, he was none too happy to find the design still in progress, until Elwood Engel, design chief for Chrysler Corp. stated “That’s what a real car should look like”, leading the design to become the second generation of Charger!
Dodge expected to only sell ~20,000 Chargers for the 1968 model year, but the new design helped them reach sales of over 96,000 units!
We found this great Charger brochure on Over-Drive-Magazine.com. Check it out for many more pieces of period automotive literature.