---

Chrysler Announces Cool Colors for 1999

9 September 1998

Chrysler Announces Cool Colors for 1999; Classic Colors Will be Popular in Paint Palette

    AUBURN HILLS, Mich., Sept. 8 -- A primary consideration for
consumers in the market for a new car, truck, or minivan is color.  Buyers
often consider color as important as design, make or model when shopping for a
new vehicle.
    This fall, classic colors will be prominent in Chrysler Corporation's
1999 model year lineup.
    "Consumers walking into our showrooms this fall will definitely notice the
influence of classic colors including red, green, blue, and yellow," said
Margaret Hackstedde, Chrysler Corporation's Chief Designer - Color Fabric and
Mastering.  "Much like our designs, we want the colors of our vehicles to
provoke a strong, passionate, emotional response from consumers."
    Unlike fashion and home furnishing designers who work season to season
predicting popular colors, automotive designers are challenged with
discovering which colors will be popular two to three years into the future --
the time frame for bringing a new vehicle from a design concept to market.
    To formulate colors for its vehicles, Chrysler employs a creative staff of
six designers who are charged with developing color ideas.  They closely
monitor color in a variety of industries and work closely with industry color
forecasters including the Color Marketing Group and the International Color
Authority.  Ultimately, Chrysler will offer customers approximately 10 colors
for each of its models.
    "At Chrysler, we also use our concept cars as a method for testing new
colors or color trends," said Hackstedde.  "Based on consumer response to
these colors, we will decide whether or not to feature them on our next-
generation of vehicles.  This year, a couple of our new colors first appeared
on our concept cars.  Inferno Red was inspired by our Dodge ESX and Desert
Sand first appeared on Jeep(R) Dakar."
    Plymouth Prowler, which instantly captured the imaginations of those
attending the 1996 North American International Auto Show, was first offered
only in Prowler Purple.  For 1999, three bright primary, solid shades will be
offered, starting with Prowler Yellow.  Prowler Black and Prowler Red will
make their debut later in 1999.  For the 1999 model year, Dodge will make its
Ram and Dakota -- usually seen in the brand's signature red color -- available
for the first time in eye-popping Solar Yellow.
    Inferno Red, a bright shade of red metallic with a red tinted clear coat,
will be featured on the Chrysler Sebring Convertible as well as Cirrus, Dodge
Stratus and Plymouth Breeze.  Three new colors will appear for the first time
in the Jeep Grand Cherokee paint palette: Everglade, a lush outdoor green;
Sienna, a deep, rich warm red metallic with a red tinted clear coat; and
Patriot Blue, a classic deep blue metallic.  Patriot Blue will also be
available on the Dodge Durango.
    Consistent with the classic color theme, Chrysler will introduce Light
Cypress Green, a light silver green, to a variety of vehicles in 1999
including Chrysler Cirrus, Concorde, Sebring Convertible, 300M, LHS and Town &
Country.  Light Cypress Green will also be featured on the Dodge Intrepid,
Stratus and Caravan as well as the Plymouth Breeze and Voyager.  Desert Sand,
a beige metallic with red highlight, will appear on Jeep Cherokee and
Wrangler.