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This is the press release announcing the end of Plymouth.


For Release Wednesday, November 3, 1999 DaimlerChrysler Communications

CIMS 485-06-481000 Chrysler DriveAuburn Hills, MI 48326-2766 (USA)

DaimlerChrysler Corp. Strengthens Brand Strategy for Global Growth

Chrysler brand to be expanded Plymouth to be discontinued at end of 2001 Model Year


A media briefing will be held at 2:30 pm (Pacific); 5:30 pm (Eastern), Wednesday, Nov. 3 at Mandalay Bay Hotel in Las Vegas. U.S media may call into this briefing on 888-810-4936, International media on 630-395-0481; password is DaimlerChrysler

Auburn Hills, Mich. -- 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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