New car introductions, more significant in the 1960s than today, were often accompanied by special invitations and heavy publicity. The Marlin was advertised in 2,400 newspapers on its launch day, and American Motors' news releases positioned it as aimed at buyers wanting a sporty fastback that was also roomy and comfortable. This contrasted it with the smaller Barracuda and Mustang fastbacks that had arrived a year earlier. AMC's first model following the muscle car launches of the 1960s, the Marlin was intended to fill a niche left by their competitors. Within a year, Chrysler would enter that marketplace with the Dodge Charger, and a year later Ford, with the Mercury Cougar.