.... generic branding used by several automakers at the time.

While most backed away from performance branding as you all correctly note, a couple that did not actually ended up far stronger down the road. The textbook example is the Firebird TransAm, which actually sold over 100,000 units one year late in the 70's, and remained a core of the Pontiac brand all the way to the early 2000's. Same with Pontiac's "Formula" branding. Becausse Dodge backed away in 1972, when they finally did return to using R/T branding two decades later (remember the Spirt R/T?) most were no longer aware of the nomenclature or what it represented. While Dodge backed away from R/T branding in1972, Plymouth kept the Road Runner and GTX (albeit the latter downgraded to an option package) and sold relatively well (given the overall decline of the performance car marketplace) through 1974...

None of these are exactly parallel to the Dodge R/T situation, but they all inform my view. At the time Dodge moved to Rallye branding, Dodge was my #1 preference as an automotive brand (and future purchase consideration). I recall being bitterly disappointed when they made this move. Just over a year later, I factory ordered my '74 Plymouth Road Runner, and didn't even give the generic Charger Rallye a moment's consideration.

Again, all views on this topic are valid. This text just explains my perspective. Cheers to you all....TIM