For 1975 Chrysler introduced the all new Dodge Charger as a new model that was directly positioned to compete against the fierce competition in the popular luxury pony car segment. Product planners looked at the market and the competition, and decided to move towards personal luxury, mid sized cars with high end trim and comfort GM and Ford were doing very well in that segment, while muscle cars, in addition to having high engineering and production costs, were languishing. Chryslers brochure called the Charger an all new expression of personal luxury.