DaimlerChrysler, Auburn Hills, Mich., made Plymouth's long-rumored demise as a brand official, saying it will be discontinued at the end of the 2001 model year. It said resources will be reassigned to build the Chrysler brand globally. The Voyager and Grand Voyager minivans will become Chrysler-branded models in December, and the Plymouth Breeze will be dropped, said DaimlerChrysler President James Holden. The Plymouth Neon and Prowler will remain through 2001. Mr. Holden said the auto market is shifting toward brands with a strong international identity, adding: "As we move forward with our global growth strategy, Plymouth, as a U.S. brand only, did not contribute to that growth." FCB Worldwide, Southfield, Mich., handles both Chrysler and Plymouth.
Copyright November 1999, Crain Communications Inc.