"In 1980, Plymouth had 3 percent of market share in the United States, and it sold 335,465 vehicles. Fast-forward to 1986 and the company’s market share jumped to 3.35 percent, and the company had a good year, selling 537,151 vehicles. Two years later, in 1988, Plymouth sold 529,020 cars and had 3.42 percent market share. However, after 1988, things started going downhill and Plymouth sold fewer cars and lost market share. According to Car Sales Base, Plymouth sold only 322,120 vehicles in 1990, with the market share shrinking to 2.34 percent. In 1998, the American automaker sold only 296,641 cars and had 1.91 percent market share, while in 1999, 264,624 Plymouth cars ended with customers and the market share felt to 1.57 percent. It’s fair to say that poor sales have brought the end of the brand. Furthermore, the new car models flopped and customers lost faith in the company. In 1999, CNN published an article that had insights from industry experts and marketers who pointed towards “the lack of support” which “doomed the once-proud name.” “To a great extent, the brand has become a non-brand,” Britt Beemer, the former chairman of America's Research Group told CNN. “It has not been nurtured or built upon for the last few years. They won't necessarily save money, but they'll consolidate their advertising dollars to a limited number of brands and do it better.” But it wasn’t just the lack of marketing and branding efforts that killed Plymouth. In fact, audiences believed that Plymouth also suffered from a lack of innovation and a focus on research and development."