Chrysler to Sell 2,500 1997 Plymouth Prowlers at $35,000

08/30/96

The Associated Press has reported that Chrysler Corporation has announced that it will only offer 2,500 of the redesigned 1997 Plymouth Prowlers up for sale in the U.S. next year, and an additional 250 in Canada. The purple roadsters--retro-styled, two-seat convertibles that recall the heydays of drive-ins and sock hops--will carry a base price of $35,000. Heavy demand will most likely occasion large mark-ups from dealers.

The cars will be hard to get, as less than 40 percent (approximately 1,100) of U.S. Chrysler-Plymouth dealers will get one, and no dealer will get more than five of the cars. Additionally, Chrysler expects most of the dealers that get Prowlers to buy and keep one for display purposes.

Chrysler spokesman Jan Zverina said, "the key is to get the Prowler to good dealers in key markets. The car's really being used as a calling card."

Chrysler Chairman Robert Eaton also hinted that the car was largely being produced for show purposes when he said, "It's clearly intended to help the renaissance of the whole Plymouth brand. We want it to do for Plymouth what the Viper did for Dodge."

Chrysler plans to produce a total of 3,000 Prowlers next year, but will keep approximately 250 of them for promotional purposes, including shopping mall displays and car shows. After 1997, Chrysler plans to produce 4,700 to 5,000 Prowlers a year.

Paul Dever -- The Auto Channel