Word: lebaron
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...three-card monte dealer by spinning off the Mustang and Continental Mark series from existing chassis combinations. Now he is trying to do the same thing with virtually an entire line of cars. The $5,900 Dodge and Plymouth 1981-model K-cars begat the $8,100 1982 Chrysler LeBaron and Dodge 400, the $12,300 Chrysler LeBaron convertible (see box) and the 1983 Chrysler E Class and Dodge 600, which sell for $9,000 to $12,000. By stretching the K-car, he produced the luxury Chrysler New Yorker ($12,800). In the fall of '83 will come...
Though no major American automaker had built a convertible' since 1976, 'proved dead-on in his sense of what car buyers want. From the moment they went on sale, the Chrysler LeBaron convertible and its sister car, the Dodge 400, were smashing successes: 24,000 were sold in 1982, vs. 3,000 projected by Chrysler researchers. The four-seat LeBarons were snapped up, at $1 1,000 to $15,000 apiece, by celebrity trend setters, as well as by ordinary folks looking for a little dazzle...
Iacocca's LeBaron crystallized this ephemeral market, got Detroit thinking topless once again and started the convertible renaissance. Other U.S. makers are now weighing in with competitively priced models of their own. Chevrolet, aiming at what General Manager Robert Stempel calls the "wind-in-the-face crowd," is planning to introduce a version of its Cavalier in May, probably priced between $10,000 and $12,000. Ford's Mustang was reissued in November as a smartly styled convertible for about $12,500 and was a big star in commercials during the Super Bowl. Early production problems have been...
Aside from the Mustang, LeBaron's only other Big Four counterpart already on the market is Buick's Riviera convertible, which came out in April. At about $25,000, the soft-top Buick is less a competitor than an elegant showpiece car, one of the most expensive built in America. Only about 2,000 have been sold...
General Motors' most important new entries, the mid-size A-and F-body models, will roll into dealers' showrooms around the first of January. Chrysler is introducing new luxury LeBaron and Dodge 400 models, which are extensions of the K-car line, at the end of October...