InsaneJournal

In 1960, Chrysler Corporation had six automotive divisions in the United States.  This as opposed to General Motors five automotive divisions in the United States at the time.

Chrysler's six makes in 1960, in order of increasing cost and status, were:

1. Valiant.  When Chrysler began making compact cars, they started an all-new make instead of just having them be Plymouths or Dodges.  This situation lasted only one year, during which they realized that if the Valiant had been a Plymouth instead of a make of its own, Plymouth as a make would have outsold Ford as a make.  They rolled Valiant into Plymouth in 1961, but by this time the Falcon had caught on and it was too late.

2. Plymouth.  Chrysler's value brand, started in 1928.  The make would continue until 2000 or 2001 when it was axed by the bosses in Stuttgart.

3. Dodge. Chrysler's mid-level and sporting (and truck) division.  Bought by Chrysler in 1928, still existing as Chrysler's economy/sporting (and truck) division.

4. De Soto.  Chrysler's mid-level and near-luxury division.  Started by Chrysler a few months before the purchase of Dodge.  Just about on its last legs in 1960, it had one more shaky year of production before it died out at the end of 1961.

5. Chrysler.  The premeir and luxury division of the Chrysler Corporation.  Created from the Maxwell and Chalmers company after Wlater Chrysler took full control.  Still in existence as the premier and luxury division.

6. Imperial.  Chrysler's luxury division, competing with Cadillac and what had been Ford's Continental make before that was rolled back into Lincoln.  Imperial had been spun off from the top-of-the-line Chrysler Imperial to become its own make in 1955.  It was rolled back into Chrysler in 1975, becoming the New Yorker Brougham.  They tried again from '81-'83 but apart from some success in NASCAR (!) it didn't work.  The Chrysler Imperial returned in 1991 as a K-based luxury car (!!) and it took until 1993 for them to see that it didn't work.

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See the source here:  http://world-gazetteer.com/wg.php?x=&men=gcis&lng=en&des=wg&srt=npan&col=abcdefghinoq&msz=1500&pt=c&va=&srt=pnan