Chrysler will drop Eagle line

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After more than a year of public denials, Chrysler Corp. said it will kill off its sagging Eagle brand when the 1998 model year ends next fall. Chrysler said Eagle sales fell to a volume that no longer justifies keeping the brand. Bozell Worldwide, Southfield, Mich., handles. Eagle made its debut in 1987.

Advertising Age reported in June that Chrysler would switch from national ad support for Eagle to regional support in the '98 model year. Eagle ad spending has followed its sales decline: from $67 million in 1994, when it sold 62,495 units, to $27 million last year, when 28,695 were sold. The Talon sports coupe is Eagle's only 1998 model. Nearly all 2,340 Eagle dealers hold at least one other Chrysler Corp. franchise.

Copyright September 1997, Crain Communications Inc.

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