Brief History

Plymouth was created in 1928 by Chrysler Motors Corporation as an outlet for its low-priced models, initially some re-badged Chryslers. The success of the new brand was however instant. The quality and innovation of the vehicles compared to their nearest rivals was the key. A mere three years after its launch, Plymouth enjoyed a strong reputation and was already third in the production league. Walter Chrysler's own creation was a profitable and proud division of Chrysler.

The 30's depression, the war, and a few doubtful decisions from the new company chairman took their toll. By 1960, sales had slumped.

One of the three original compact cars of Detroit (with the Ford Falcon and the Chevrolet Corvair), the Valiant was sold as separate brand in the first year, but subsequently displayed Plymouth badges. The first generation was launched in 1960 and lasted until 1962. It consisted of a unibody car roughly styled by Virgil Exner on a 2.69 m wheelspan and fitted with the robust slant 6 cyl engine. It was restyled in 1963 by Elwood Engel, then totally redesigned in 1967 on a 2.74m wheelbase and in a style reminding of european cars of the time. In 1961 and 1962 Dodge sold rebadged Valiants under the name Lancer, and from 1963, used the Valiant as a base its Dart models.

The success of the Corvair Monza prompted Plymouth (and Ford) to reconsider sporty compacts. This led to the creation in 1964 of the Barracuda on a Valiant base, while at the same time Ford uncovered its Mustang. The popular misconception is that the Barracuda was Plymouth's answer to the more popular Pony car, when in fact it simply emerged from a similar thinking.

The Barracuda was revisited in 66 and completely redesigned in 67, and lived up to 1974. Dodge marketed the Barracuda under the name Challenger.

In 1970 a fastback version of the Valiant called Duster was first proposed, and proved another very popular Valiant. Again, a Dodge clone was proposed at the same time, the Demon.

Thoughout its life, the Valiant also enjoyed success abroad. Most export versions were identical to the US ones apart from minor equipment changes to meet local legislations, with the notable exceptions of Canada and Australia, where distinctive homegrown models and versions were designed and manufactured using the Valiant and Dart components.

While it occupied the compact segment at home, the Valiants abroad were rivalling with medium/large size saloon cars.

Only survivor of the Detroit compacts, the Valiant lived up to 1976 when it was replaced by the Volare and its Dodge clone the Aspen. From its creation the Valiant and its various guises had found a market, but although profitable, did not suffice to stop Plymouth from sliding down the sales league table.

In fact, the paradox is that the success of the Valiant led Plymouth to make another costly mistake. Assuming the mood for smaller cars, it downsized its whole fleet. Unfortunately, the majority of customers still wanted larger cars, and Plymouth lost more market shares.

Flaws in the quality and design of the Volare tarnished the brand's reputation in the compact market. In the 80's and 90's, apart from inventing the Voyager, Plymouth also seemed to have lost its creative edge.

It ended up selling rebadged Japanese imports and Chryslers. With one notable exception: the Prowler, a Plymouth concept car shaped like a 30s roadster modified as a 50's hotrod with today's comfort and technology.

Chrysler surprised everyone by putting in production a car that could have remained a car show prototype. Was this also the seed of the retro-look of the PT Cruiser concept? It was however not enough for the new owners of the brand following the merger of DaimlerBenz and Chrysler in 1998. In 2001, the DaimlerChrysler conglomerate announced that the Plymouth brand had ceased to exist. It no longer fitted in the group's vision.

The demise of the Plymouth name surprised and angered many supporters. For them, it displayed not only ingratitude towards a brand which, to the admission of many, had been the lifeline of the group for many years, but it was also a slap in the face of the customers who identified themselves with the Plymouth values and style.

Despite the sacrifice of one of its brand, Chrysler was still unable to regain its place and after reporting major losses, DaimlerBenz and Chrysler were demerged in 2007. Chrysler was sold to private equity firm Cerebrus. Although a revival of the Plymouth brand is very unlikely, some supporters have voiced their hope to see Plymouth cars in the showrooms again.