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Plymouth recasts itself for young, fun buyers

Published on .

Chrysler Corp.'s Chrysler/Plymouth division is repositioning its Plymouth brand with a more youthful, fun image to combat the perceptions its models are near-clones of vehicles from Dodge or Chrysler. Women, young married couples and young families are Plymouth's target audience. The division hopes to gain momentum with an estimated $35 million launch of its redesigned Voyager minivan in TV commercials, from Bozell, Southfield, breaking in mid-August.

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