http://www.daimlerchrysler.com/news/top/t91104_e.htm
DaimlerChrysler Corp. Strengthens Brand Strategy for Global Growth
Auburn Hills, MI., November 3, 1999
DaimlerChrysler today announced that it will embark on a growth
strategy to broaden the Chrysler brand on a global basis,
beginning immediately. In conjunction with this, the Plymouth
brand will be phased out at the end of the 2001 model year.
"Our goal is to increase our automotive presence around the
world, and to do that, we need to focus our resources and our
efforts on our growth opportunities," said James P. Holden,
President, DaimlerChrysler Corporation. "The Chrysler brand has
tremendous worldwide growth potential for cars. We have made
the decision to broaden and further strengthen the Chrysler brand
with new, exciting cars. This eliminates often overlapping
Plymouth brand models, and further focuses all our brands."
The current Plymouth product line-up is limited to Neon, Breeze,
Voyager, Grand Voyager and Prowler.
The Chrysler brand will appeal to a greater breadth of customers
by providing additional vehicles that are targeted to the needs of a
more diverse audience. In mid-December, the Chrysler minivan
line-up will be expanded with the addition of the Chrysler Voyager
and Grand Voyager joining the new Town and Country LX
package.
In the mid-size segment, the Chrysler brand reinstated the Cirrus
LX package in October. This package, in addition to the Cirrus
LXi, offers customers exceptional value through an enhanced
choice of features and options. Retail production of the Plymouth
Breeze nameplate will be discontinued at the end of 1999.
"As the marketplace changes, we continue to see a shift to
brands with a stronger image, like Chrysler," Holden said.
"Chrysler has great momentum right now that we intend to keep
going. As we move forward with our global growth strategy,
Plymouth, as a U.S. brand only, did not contribute to that growth.
This was an emotional decision because Plymouth will always be
an important part of our heritage. This strategy gives us the
opportunity to increase our volume substantially and benefit from
increased efficiency in the product development, marketing, sales
and support areas. This strategy was developed with the best
interests of our customers, shareholders, dealers and employees
in mind."
"Addressing the needs and concerns of current Plymouth owners
is a top priority for the company and our dealers," said Martin
Levine, Vice President, Marketing, Chrysler, Plymouth and Jeep.
"We want them to remain in the family. With the Chrysler
Voyager, the all-new Chrysler PT Cruiser, the Chrysler 300M and
coming in the near future, more high-volume products exclusive to
the Chrysler brand, we expect our family to grow dramatically in
terms of volume and result in a more diverse customer base."
Since the launch of the new generation Chrysler brand products
starting with Concorde in 1993, sales have more than doubled ('92
model year sales of 157,838 vs. '99 model year sales of 321,438)
and concurrently the buyer profile has become more diverse with
a median age dropping by 7 years, as well as, better educated.
DaimlerChrysler will continue to produce Plymouth Neon and
Prowler through the 2001 model year. Warranties on all Plymouth
products remain unchanged and the products will continue to be
serviced by our Chrysler brand dealers, nationwide.
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