Word: plymouth
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Dates: during 1960-1969
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...young (42), new President Lynn Townsend explained the reasoning behind his strategy: the multiplicity of new names and models has already so confused the public that Chrysler decided to play it straight and simple. Said Townsend: "People like to feel that a Dodge is a Dodge and a Plymouth is a Plymouth. They feel slightly confused and faintly unhappy when a car they have owned for years suddenly gets itself a baby brother...
DOUGLAS IRELAND Plymouth, Mass...
...manufacturers, as usual, insisted on shrouding the new models in secrecy, so as to get the utmost response from buyers during the fall unveilings. But here and there, they allowed a glimpse: a peek-a-boo of a Lark in the woods, a new Plymouth wrapped in bedsheets. In general, the new models' intermediate size is a compromise that offers greater inside roominess with reasonable outside dimensions-very much, in fact, like the cars of a decade ago. Having found that buyers insist on all kinds of fancy extras (Chevy's 1961 Corvair got off to a slow...
...CHRYSLER. Both the Plymouth and the Dodge Dart are completely redesigned, are shorter and narrower on the outside, but not appreciably changed in interior size. Both have long, low hoods and short, sloping rear decks. The Dart has abandoned its curly rear fin for an unadorned, clean rear-fender line, has changed its concave grille to a flat one with a forward thrust. The pizazz model, Polara, will come out only in two-door hardtop and convertible models. Both Dodge and Plymouth retain their 1961 engines but will seem a lot livelier because they are 300-400 lbs. lighter. Plymouth...
Virtually every one of its models is a sales disappointment to Chrysler-a fact that Chairman Lester Lum Colbert blames chiefly on bad publicity resulting from stockholder dissension and the conflict-of-interest scandals (TIME. July 11 et seq.). Once-mighty Plymouth has skidded from 4.9% to 3.3% of the market, and the European-styled Valiant has not made up the difference, rising only from 2%_ to 2.1% despite a $100 price cut. Valiant's new and costlier twin, the compact Dodge Lancer, got only a discouraging 1.2% of the market, and the middle-priced Dodge Dart, newly styled...