Chrysler intended for Plymouth to compete with Ford and Chevrolet
and for Dodge to compete with Mercury and Pontiac
Plymouth went on to become Chrysler’s top-selling brand from 1930 to 1978.
http://www.autonews.com/article/20160705/CCHISTORY/160709952/chrysler-launches-plymouth-to-go-head-to-head-with-chevy-ford
http://www.autonews.com/article/20160705/CCHISTORY/160709952/chrysler-launches-plymouth-to-go-head-to-head-with-chevy-ford
and for Dodge to compete with Mercury and Pontiac
Plymouth went on to become Chrysler’s top-selling brand from 1930 to 1978.
http://www.autonews.com/article/20160705/CCHISTORY/160709952/chrysler-launches-plymouth-to-go-head-to-head-with-chevy-ford
http://www.autonews.com/article/20160705/CCHISTORY/160709952/chrysler-launches-plymouth-to-go-head-to-head-with-chevy-ford
I think that if Walter Chrysler had been able to buy Dodge when he wanted it - which was a year or so earlier - Plymouth ad DeSoto may not have happened at all. He wanted Dodge for dealer network, and would probably have used the name for his lower price cars. By the time the bank decided to let him have Dodge, the Plymouth and DeSoto were already there and that is why DeSoto always struggled for a spot in the market. It was initially below Dodge and was then moved above it. At least that is my take on the story.
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