Plymouth

Plymouth's 2001 discontinuation ended Chrysler's mass-market brand after 73 years. The brand had been Chrysler's volume division, competing with Ford and Chevrolet. But by the 1990s, Plymouth shared every product with Dodge without meaningful differentiation. DaimlerChrysler couldn't justify two brands with identical products. Plymouth's final vehicles - Neon, Voyager, Prowler - became Dodges. Plymouth demonstrated that brands need differentiation to justify separate existence.