Today, marketing dollars must be focused like lasers, so it makes sense for DaimlerChrysler to begin phasing out the Plymouth marque, which no longer has a sharp, useful brand image.
Some may mourn the passing, but neither the factory nor dealers need Plymouth anymore. The same might be said of at least a couple of other venerable U.S. brands: Oldsmobile and Mercury.
The Olds image has flopped around like a fish out of water for more than a decade and its freshest product, the Alero, could just as easily be a Saturn.
Give Lincoln a decent luxury sport wagon plus the Blackwood luxury pickup, and dealers would be better off than with badge-engineered Mercury products.
Times change. Automakers and dealers must accept that and focus their marketing where it matters.