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DaimlerChrysler Corp. Strengthens Brand Strategy for Global Growth

4 November 1999

DaimlerChrysler Corp. Strengthens Brand Strategy for Global Growth

                        Chrysler brand to be expanded

            Plymouth to be discontinued at end of 2001 Model Year

    AUBURN HILLS, Mich., Nov. 3 -- DaimlerChrysler
today announced that it will embark on a growth strategy to broaden the
Chrysler brand on a global basis, beginning immediately.  In conjunction with
this, the Plymouth brand will be phased out at the end of the 2001 model year.
    "Our goal is to increase our automotive presence around the world, and to
do that, we need to focus our resources and our efforts on our growth
opportunities," said James P. Holden, President, DaimlerChrysler Corporation.
"The Chrysler brand has tremendous worldwide growth potential for cars.  We
have made the decision to broaden and further strengthen the Chrysler brand
with new, exciting cars.  This eliminates often overlapping Plymouth brand
models, and further focuses all our brands."
    The current Plymouth product line-up is limited to Neon, Breeze, Voyager,
Grand Voyager and Prowler.
    The Chrysler brand will appeal to a greater breadth of customers by
providing additional vehicles that are targeted to the needs of a more diverse
audience.  In mid-December, the Chrysler minivan line-up will be expanded with
the addition of the Chrysler Voyager and Grand Voyager joining the new Town
and Country LX package.
    In the mid-size segment, the Chrysler brand reinstated the Cirrus LX
package in October.  This package, in addition to the Cirrus LXi, offers
customers exceptional value through an enhanced choice of features and
options.  Retail production of the Plymouth Breeze nameplate will be
discontinued at the end of 1999.
    "As the marketplace changes, we continue to see a shift to brands with a
stronger image, like Chrysler," Holden said.  "Chrysler has great momentum
right now that we intend to keep going.  As we move forward with our global
growth strategy, Plymouth, as a U.S. brand only, did not contribute to that
growth.  This was an emotional decision because Plymouth will always be an
important part of our heritage.  This strategy gives us the opportunity to
increase our volume substantially and benefit from increased efficiency in the
product development, marketing, sales and support areas.  This strategy was
developed with the best interests of our customers, shareholders, dealers and
employees in mind."
    "Addressing the needs and concerns of current Plymouth owners is a top
priority for the company and our dealers," said Martin Levine, Vice President,
Marketing, Chrysler, Plymouth and Jeep.  "We want them to remain in the
family.  With the Chrysler Voyager, the all-new Chrysler PT Cruiser, the
Chrysler 300M and coming in the near future, more high-volume products
exclusive to the Chrysler brand, we expect our family to grow dramatically in
terms of volume and result in a more diverse customer base."
    Since the launch of the new generation Chrysler brand products starting
with Concorde in 1993, sales have more than doubled ('92 model year sales of
157,838 vs. '99 model year sales of 321,438) and concurrently the buyer
profile has become more diverse with a median age dropping by 7 years, as well
as, better educated.
    DaimlerChrysler will continue to produce Plymouth Neon and Prowler through
the 2001 model year.  Warranties on all Plymouth products remain unchanged and
the products will continue to be serviced by our Chrysler brand dealers,
nationwide.