"Back in 1928 when Chrysler inaugurated Plymouth, consumers loved it. The success of the brand continued even after World War II, when the cars became known for their affordable prices and conventional design. However, during the 1970s and 1980s, when Chrysler started experiencing financial woes, the Plymouth brand started suffering because of a lack of innovation and a clear product placement strategy. Many consumers thought Dodge and Plymouth cars resembled each other too closely, so the latter didn’t have a distinct identity. And while Chrysler rebranded the Dodge as the cooler and sportier automaker, Plymouth remained the car associated with senior citizens. Basically, Plymouth suffered from outdated branding and no clear brand strategy. Ultimately, consumers couldn’t even identify the core values of Plymouth and this limited the growth of the business. In 1995, management attempted to revitalize the brand by replacing all of its models—all but the Acclaim and minivans—with the front-engine, front-wheel drive compact vehicle, the Neon. One year later, in 1996, Plymouth released the four-door sedan, the Breeze, however by this time, the brand had lost its appeal and popularity. In 1999, when Chrysler pulled the plug on Plymouth, it announced in Las Vegas that it intendeds “to concentrate resources on its other brands.” “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,” said a statement from James Holden."