DaimlerChrysler Will Retire the Plymouth Brand

DaimlerChrysler confirmed Wednesday that it plans to phase out the Plymouth brand at the end of the 2001 model year.

“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,” Chrysler President Jim Holden said in a statement. “This was an emotional decision because Plymouth will always be an important part of our heritage.”

The move had been expected for months. DaimlerChrysler had announced no new products for Plymouth, and each of the vehicles sold under the Plymouth name has a sibling in the Dodge and Chrysler lines, with the exception of Prowler.

DaimlerChrysler has combined many of its dealerships to sell Chrysler and Dodge vehicles. The Plymouth brand was eliminated in Canada in ‘98, and the firm recently stopped putting the Plymouth emblem on the Voyager minivan.

Chrysler said it will sell Voyager minivans as Chryslers starting in December, and will end production of the Plymouth Breeze sedan at the end of 1999. Neons and Prowlers will continue to be sold as Plymouths until 2001.