The carmaker built it on top of an adapted Valiant platform and envisioned the brand's idea for sporty, affordable vehicles. In 1960, Plymouth introduced the XNR concept-car with a fiber-glass bodywork designed by Ghia in Torino. So even though 1957 was the best year for Plymouth products, with a production of 726,009 units, those problems badly damaged the brand's reputation, and the sales dropped. But the cost-cutting program came with few big problems: poor material quality, rust, and build quality. Its flathead-six engine introduced in 1933 powered many of them and remained in production until the 1959 models.Īfter WW2, Plymouth's image was improved by Virgil Exner's Forward Look design theme in 1957. Thus, by the mid-'30s, the Plymouth brand popularity greatly increased, and, in 1939, it managed to sell more than 400,000 units. But the customers asked for more, and, in 1933, Plymouth introduced a six-pot version of the Plymouth PC, dubbed "DeLuxe." It was an instant success. The sub-brand started to develop its own products, most of them with inline-four engines, which were cheaper than the inline-six units. Thanks to the lower-budget vehicle, Chrysler survived those bad economic years. Walter Chrysler's idea proved successful during the Great Depression when the lower-priced Plymouth took third place in 1931 sales. It still featured safety systems such as hydraulic brakes, a feature not present in Ford or Chevrolet vehicles. It was a re-badged Chrysler 25 but featured less expensive materials, and it wasn't that much sophisticated as the 25. Plymouth was introduced on the market on July 7, 1928, at the Maddison Square Garden. He created the Plymouth brand, which produced cars based on existing Chrysler products, but priced lower. So, he came with the idea of badge engineering. He might have got a better profit from each unit, but its volumes were low. Soon, the businessman understood that he could not fight on volume numbers with Ford and Chevrolet. Walter Chrysler bought the Maxwell-Calmers car brand in the early '20s and launched the Chrysler brand in 1925 based on the assembly lines of the former carmaker. Moreover, Chrysler automobiles were just too expensive to sell in larger numbers than its main competitors. Creating a mass-market sub-brand was something daring in the '20s, but Walter Chrysler believed that thus his company would have a better chance against Ford and Chevrolet.
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