View http://www.ForwardLook.Net/ for my thoughts... The Plymouth Joins
the DeSoto. At least she's in good company.
-Dave
PS- I finally updated the member directory.
Thursday November 4 12:42 AM ET
DaimlerChrysler To Phase Out Plymouth
AUBURN HILLS, Mich. (Reuters) - DaimlerChrysler AG (NYSE:DAJ - news) as
expected Wednesday said it is eliminating
its 71-year-old Plymouth brand at the end of the 2001 model year to
focus more on its growing Chrysler nameplate.
The world' No. 5 automaker said it will discontinue the Plymouth Neon
and Breeze cars and the Prowler roadster, and shift the
Voyager and Grand Voyager minivans to the Chrysler brand.
The company said the more upscale Chrysler brand has better potential
for worldwide growth.
``This was an emotional decision because Plymouth will always be an
important part of our heritage,'' said James Holden,
president of the company's North American unit, in a statement. ``As
the marketplace changes, we continue to see a shift to
brands with a stronger image, like Chrysler.''
The entry-level Plymouth's sales have been lackluster in recent years
as its products became too similar to others within the
former Chrysler Corp.
Retail production of the Breeze will be stopped at the end of this year
as the car is replaced by a Chrysler Cirrus LXi, an entry
level version of the Chrysler Cirrus. The Breeze is Plymouth's version
of the Cirrus and Dodge Stratus small sedans.
Chrysler plans to expand its minivan line-up in mid-December to include
a renamed Chrysler Voyager and Grand Voyager.
The Dodge version of the Neon, which is nearly identical to the
Plymouth Neon will be retained.
The Prowler is a two-seater styled like a 1930's hot rod. The former
Chrysler started mass production of the Prowler in the
middle of 1997. DaimlerChrysler spokeswoman Kathryn Blackwell said the
car was always intended to be a limited production
vehicle. The company has sold 1,850 Prowlers this year.
Introduced as an economy model in 1928, Plymouth helped Chrysler
survive the Great Depression. The brand had its best sales
year in 1973, when it reached 766,442 units, boosted largely by the
Duster Coupe. Plymouth sales so far this year were
235,252, down 9 percent.
Speculation about Plymouth's future has surfaced periodically for the
last two years as the automaker cut back on its product
offerings. The elimination of Plymouth comes two years after the former
Chrysler announced it would kill off the 10-year-old
Eagle brand, which had been aimed at younger, import-minded buyers.
Analysts said Chrysler would have phased out Plymouth even if it hadn't
merged with Germany's Daimler-Benz last November
to form DaimlerChrysler.
Earlier Stories
Chrysler To End Plymouth Brand (November 3)
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