Eagle (automobile)

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Eagle
Chrysler's Eagle logo.png
Product typePassenger and sports cars, luxury sedans
Owner Chrysler Corporation
Produced byChrysler Corporation
(1988–1998)
Introduced1988
DiscontinuedJuly 4, 1999;24 years ago (1999-07-04)
Related brands Chrysler, Dodge
Markets U.S.

Eagle was a brand of the Chrysler Corporation following the purchase of American Motors Corporation (AMC) in 1987 and marketed through the end of the 1998 model year. It was aimed at the enthusiast driver and promoted as more "European" than the automaker's similar models. [1]

Contents

Chrysler took the "Eagle" name from the four-wheel drive AMC Eagle models that were introduced for the 1980 model year. [2] [3] This was the last of American Motors' wholly U.S.-designed vehicles and one of the first modern mass-production crossover vehicles. The Eagle name also appeared on several Jeep trim packages and unique models that included the J-10 pickup trucks, the wide-track Cherokee SJ, as well as the CJ-5 and CJ-7 models starting in 1976. [4] [5] American Motors also launched an entirely new front-wheel-drive sedan, the Eagle Premier that was developed with Renault, AMC's French partner before Chrysler purchased AMC. [6]

Various imported and domestic-built vehicles were marketed, primarily by former AMC dealers along with Jeep products, until the brand was discontinued in 1998. The 1993 through 1997 Eagle Vision sedan sold in respectable numbers, with 115,699 built, while the sporty Eagle Talons were made in two generations from 1990 until 1998, with more than 200,000 produced. [7] [8] Most significantly, the Eagle Premier was the basis for Chrysler's successful series of "LH" models that were introduced for 1993. [9]

Origin

Following the introduction of General Motors' Saturn brand automobile, Chrysler promised a similar new brand designed to take Saturn on with innovative design and building methods. [10] In a press release by then Chrysler Chairman Lee Iacocca, it was indicated that Chrysler was working on a car that would be known as the "Liberty" which aimed to achieve significant cost savings. [11] However, these plans never reached fruition. Popular Mechanics reported that Chrysler's Liberty project attempts at using the K-car platform would be replaced by the AMC-developed Premier. [12] The Liberty name was applied for a Jeep model starting with the 2002 model year.

The main objective of Chrysler acquiring American Motors was the long-established Jeep vehicles, but Renault forced the company to take on the contractual obligations of the passenger car models as part of the deal. [13] Another major factor was that, due to state franchise laws, Chrysler could not start selling Jeeps through their existing dealer networks, nor could ex-AMC dealers begin to sell other Chrysler products. [14] Thus, the Eagle marque was born. [13] [15]

Under new ownership, Chrysler quickly discontinued the domestic-built front-wheel drive Alliance and Encore that were developed under Renault (plans by AMC to import the Renault Espace minivan and the Alpine GTA halo car were also scrapped), but continued to build the four-wheel drive AMC Eagle crossover. [16] It was now called Eagle Wagon and marketed into the 1988 model year until production ended in December. This meant the Brampton Assembly (AMC) manufacturing capacity could be used for making more Jeeps. [17] Moreover, Chrysler kept AMC's long-established Eagle brand by continuing to import the mid-sized Renault 21 (now named Eagle Medallion) as well as starting production of the Renault 25-based full-size sedan that was developed by AMC (now named Eagle Premier). [16]

Marketing

To consolidate the marketing and maintain distribution through AMC dealerships following the 1987 acquisition, the Jeep/Eagle division of Chrysler Corporation was formed. [18] Chrysler's initial problem was that unlike the Big Three, which had multiple brands under their corporate name, American Motors had sold passenger cars under its corporate initials of "AMC" since 1970. Thus, without having a separate brand from the now-defunct company, Chrysler looked to re-brand the legacy vehicles inherited through the purchase of AMC under the Eagle name instead of trying to fold those outside-designed products into Chrysler's existing distribution structure. A limiting factor is that almost all states "have dealership-friendly franchise regulations" that do not allow manufacturers flexibility because the laws provide dealerships territorial exclusivity including protection from new competition, as well as limit dealership franchise termination to the point that even "gross inefficiency and poor financial condition are not legitimate grounds for termination." [19]

Two of Eagle's first models, the Eagle Premier and the Eagle Medallion, were designed by AMC in cooperation with its former corporate partner (and 46.4 percent owner), Renault. [20] [21] The remainder of the brand's cars were rebadged versions of cars sold by other Chrysler Corporation divisions, as well as some captive imports produced by Mitsubishi Motors. At one point, an Eagle variant of Chrysler's popular AS platform minivan was in the planning stages, but this variant never made it to market. [22]

Unlike Chrysler, Dodge, and Plymouth branded automobiles, the Eagle models lacked the Chrysler Corporation "pentastar" logo. Instead, all models prominently featured the Eagle head logo. [23]

Throughout its history, the Eagle brand needed more product recognition, although its Premier was technically more advanced than anything offered by Chrysler. Most of Eagle's models were available in Chrysler-Plymouth, Dodge, and Mitsubishi dealerships under different guises. Chrysler was in financial difficulty at the end of the 1980s and did not have the funds to spread to its new automotive division. Moreover, Jeep vehicles were popular and profitable, so most of the division's marketing resources flowed to the Jeep product range. Since Jeep's products had better recognition and higher profit margins, many dealers emphasized Jeeps. They considered the Eagle line of passenger cars to distract that business. Their sales and service expertise was primarily in the four-wheel drive Jeeps and AMC's Eagle all-wheel-drive models.

Furthermore, the dealership network was realigned following Chrysler's acquisition of AMC. Some former AMC/Jeep dealers were consolidated with Chrysler-Plymouth franchises. Up to this point, Chrysler-Plymouth outlets needed a sport utility vehicle (SUV) to sell, and adding the Jeep line helped dealers offer customers a range of vehicles in a rapidly growing market segment. The merger may have helped the individual dealerships that signed on. Still, it caused the nascent Eagle division and its largely derivative models to compete unfavorably for attention with Chrysler's and Plymouth's often similar, but longer-established and better-recognized lines of passenger cars.

Phase out

The Eagle brand was phased out in stages. In 1996, Chrysler discontinued the Mitsubishi Mirage-based Eagle Summit, having discontinued the nearly identical Dodge Colt and Plymouth Colt models after the 1994 model year. After a decade of slow sales, Chrysler announced the discontinuation of the Eagle brand in September 1997, and the last 1998 Eagle Talon rolled off the line after that. [24] In 1997, the Eagle Vision was discontinued at the end of its design cycle. However, the similar Dodge Intrepid and Chrysler Concorde were redesigned for 1998 and continued through 2004. Only the Mitsubishi Eclipse-based Eagle Talon remained for 1998, after which it, along with the Eagle brand itself, was discontinued.

Chrysler had initially planned to redesign the Eagle Vision for 1999. Prototypes were spotted wearing the Eagle logo. Vision production continued into September 1997 to provide dealers with enough stock of the older car to carry them through to the new car's introduction. However, Chrysler executives decided to pull the plug on the Eagle brand just a few months later. The car they were working on went on to be marketed as the Chrysler 300M. [25]

The AMC name disappeared with Chrysler's acquisition of the independent automaker, "but the Eagle name carried on, worn by various Renault- and Mitsubishi-sourced models through the 1990s when it was finally retired in 1998." [26] Those Eagle cars failed because the automaker did not have a coherent marketing strategy for the mix of models and they also lacked effective promotional efforts in the automotive marketplace. [1] In the end, "Chrysler wasn't fully committed to the nameplate and also left consumers confused about what an Eagle was -- if they knew the name at all." [1]

Eagle cars marketed by Chrysler

Eagle Premier Eagle Premier.jpg
Eagle Premier
Eagle Summit wagon Eagle Summit Red Wagon Front.jpg
Eagle Summit wagon
1995 Eagle Talon Eagle Talon TSi 2G.jpg
1995 Eagle Talon
Eagle Vision Eagle Vision.jpg
Eagle Vision

The continuation of the AMC Eagle line after Chrysler acquired AMC in only the station wagon body style. Production of the crossover vehicle ended on December 14, 1987. According to the National Automobile Dealers Association NADA Guide, Chrysler's "Eagle was spawned from the buyout of American Motors and their AMC Eagle model." [3]

Also badged as the Renault Medallion in March 1987 as an early 1988 model, this car was imported from France, rebadged as an Eagle for the 1989 model year only, and was similar to the Renault 21.

Designed by AMC, the Premier was briefly badged as the Renault Premier before launch. Unusual (for an FWD car) in having a longitudinal engine mounting (to accommodate a future AWD version), it shared several parts with the Renault 25, and spawned a rebadged version named Dodge Monaco (1990–1992); this platform was the basis for the 1993 LH cars. [27]

Two models were offered. The two-door hatchback and four-door sedan were rebadged Mitsubishi Mirages, and the station wagon (badged as either an Eagle Vista or a Dodge/Plymouth Colt Vista) was a rebadged Mitsubishi Chariot. These cars were marketed only in Canada. [28]

Coupe, sedan, and wagon models were available. The coupe and 1987-1991 sedans were rebadged Mitsubishi Mirages, while the wagon was a rebadged Mitsubishi Expo LRV. The 1991-1996 sedan was a rebadged Dodge/Plymouth Colt.

Like the Plymouth Laser and the Mitsubishi Eclipse, the Talon was Eagle's halo car and outsold its Plymouth cousin. (see also Diamond Star Motors)

A rebadged Mitsubishi Galant four-door sedan. Marketed also as a Dodge only in Canada. [29]

One of Chrysler's three original LH-cars. It was marketed in Europe as the Chrysler Vision.

Concept car

The Eagle Optima was a 1990 concept car. [30] It was a four-door sedan that used cab forward design and was powered by an experimental, 32-valve all-aluminum V8 engine with all-wheel drive. [31] The Oprima was on the show circuit to judge consumer reaction to the thinly disguised version of the LH platform sedans that were to be introduced for the 1993 model year. [32] Two earlier concept cars emphasizing the cab-forward designs that lead to the LH-based 1993 Eagle Vision were the 1987 Lamborghini Portofino and the 1989 Chrysler Millennium. [33] [34]

Related Research Articles

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<span class="mw-page-title-main">American Motors Corporation</span> Defunct American automobile company

American Motors Corporation was an American automobile manufacturing company formed by the merger of Nash-Kelvinator Corporation and Hudson Motor Car Company on May 1, 1954. At the time, it was the largest corporate merger in U.S. history.

<span class="mw-page-title-main">Plymouth (automobile)</span> Defunct American automobile brand

Plymouth was a brand of automobiles produced by Chrysler Corporation and its successor DaimlerChrysler. The brand was launched in 1928 to compete in what was then described as the "low-priced" market segment that was dominated by Chevrolet and Ford. It became a high-volume seller for the automaker until the late 1990s. Plymouth cars were marketed primarily in the United States. The brand was withdrawn from the marketplace in 2001. The Plymouth models that were produced up to then were either discontinued or rebranded as Chrysler or Dodge.

Mitsubishi Motors North America, Inc. Manufacturing Division was an automobile-manufacturing joint venture between the Chrysler Corporation and Mitsubishi Motors. The name came from the parent companies' respective logos: three diamonds (Mitsubishi) and a pentastar (Chrysler).

<span class="mw-page-title-main">Rebadging</span> Changing badges of the same car

In the automotive industry, rebadging is a form of market segmentation used by automobile manufacturers around the world. To allow for product differentiation without designing or engineering a new model or brand, a manufacturer creates a distinct automobile by applying a new "badge" or trademark to an existing product line.

<span class="mw-page-title-main">Captive import</span> Marketing term and strategy

Captive import is a marketing term and a strategy for a vehicle that is foreign-built and sold under the name of an importer or by a domestic automaker through its own dealer distribution system.

<span class="mw-page-title-main">Renault Alliance</span> Motor vehicle

The Renault Alliance is a front-wheel drive, front-engine subcompact automobile manufactured and marketed in North America by American Motors Corporation (AMC) for model years 1983–1987. The Alliance and its subsequent hatchback variant, the Encore, were re-engineered Renault 9 & 11 for the U.S. and Canadian markets.

<span class="mw-page-title-main">Chrysler LH platform</span> Platform by Chrysler

The LH platform served as the basis for the Chrysler Concorde, Chrysler LHS, Chrysler 300M, Dodge Intrepid, Eagle Vision, and the final Chrysler New Yorker. A Plymouth to be called the "Accolade" was planned, but never saw production. The platform pioneered Chrysler's "cab-forward" design; featured on some Chrysler, Dodge, and Eagle cars in the 1990s and early 2000s.

<span class="mw-page-title-main">Eagle Summit</span> Motor vehicle

The Eagle Summit is a line of subcompact cars produced for two generations by Mitsubishi and sold by Eagle from 1989 until 1996. It was marketed as a captive import by the Jeep-Eagle sales division that was established after Chrysler Corporation purchased American Motors Corporation (AMC) in 1987.

<span class="mw-page-title-main">Dodge Colt</span> Motor vehicle

The Dodge Colt is a subcompact car that was manufactured by Mitsubishi Motors and marketed by Dodge for model years 1971 to 1994 as captive imports. Rebadged variants include the Plymouth Champ and Plymouth Colt, both were marketed by Plymouth.

<span class="mw-page-title-main">Plymouth Laser</span> Motor vehicle

The Plymouth Laser is a two-door 2+2 sports coupe sold by Plymouth from 1989 until 1994. The Laser and its siblings, the Mitsubishi Eclipse and Eagle Talon, were the first vehicles produced under the newly formed Diamond-Star Motors, a joint-venture between the Chrysler Corporation and the Mitsubishi Motors Corporation.

<span class="mw-page-title-main">Eagle Vision</span> Car model built by Chrysler

The Eagle Vision is a full-sized, front-wheel drive four-door sports sedan produced from 1992 until 1997. It was marketed by Eagle, replacing the AMC/Renault-designed Eagle Premier. The Eagle Vision was badged as the Chrysler Vision in Europe. The Vision debuted at the 1992 North American International Auto Show in Detroit. As one of the LH sedans, it was Automobile Magazine's Automobile of the Year in 1993, and ultimately the only Eagle model to be completely designed and built in-house by Chrysler.

<span class="mw-page-title-main">Eagle Premier</span> Car produced by American Motors Corporation and Chrysler

The Eagle Premier is a full-size executive car that was developed by American Motors Corporation (AMC) during the 1980s through its partnership with Renault. This model was manufactured in the then-brand-new Brampton Assembly in Canada. Chrysler Corporation bought the rights to the Premier when it acquired Renault's outstanding shares in AMC in 1987, and began selling the car under the new Eagle marque.

<span class="mw-page-title-main">Dodge Monaco</span> Motor vehicle

The Dodge Monaco is an automobile that was marketed by the Dodge division of Chrysler Corporation. Introduced as the flagship of the Dodge product line, the Monaco was introduced for the 1965 model year to replace the Custom 880, then later joined as a sub-model of the Dodge Polara. During its production, the Monaco was offered in several body configurations, including two-door and four-door hardtop sedans, four-door sedans, two-door convertibles, and station wagons.

<span class="mw-page-title-main">Chrysler Neon</span> Compact car manufactured by Chryslers Dodge and Plymouth

The Neon is a compact car that was built from in January 1994 until 2005 by the American Chrysler Corporation over two generations. It has a front-engine, front-wheel-drive layout and came in two-door and four-door sedan body styles. In the United States and Canada it was sold as either a Dodge or a Plymouth, while in Europe, Mexico, Japan, South Korea, Egypt, Australia, South Africa, and South America it was branded as a Chrysler, the Neon was offered in multiple versions and configurations over its production life, which lasted from the 1995 model year until 2005. The Neon nameplate was subsequently resurrected in 2016 for the Dodge Neon, a rebadged variant of Fiat Tipo sedan for the Mexican market.

<span class="mw-page-title-main">Jeep Comanche</span> Pickup truck variant, produced 1985–1992

The Jeep Comanche is a pickup truck variant of the Cherokee compact SUV (1984–1992) manufactured and marketed by Jeep for model years 1986-1992 in rear wheel (RWD) and four-wheel drive (4WD) models as well as two cargo bed lengths: six-foot and seven-foot.

<span class="mw-page-title-main">AMC Eagle</span> Compact car produced by American Motors Corporation

The AMC Eagle is a compact four-wheel drive passenger vehicle manufactured and marketed in a single generation by American Motors Corporation (AMC) for model years 1980 through 1987 and continued by Chrysler Corporation following its acquisition of AMC in 1987, for the 1988 model year.

<span class="mw-page-title-main">Eagle Medallion</span> Car model produced by Renault and marketed by American Motors Corporation

The Eagle Medallion, also marketed as the Renault Medallion, is a rebadged and mildly re-engineered North American version of the French Renault 21 marketed by American Motors Corporation under the Renault brand for the 1988 model year, and by Chrysler's Jeep/Eagle division for the 1989 model year.

Jeep-Eagle was the name of the automobile sales division created by the Chrysler Corporation after the US$2 billion takeover of American Motors Corporation (AMC) in 1987. The division marketed a variety of vehicles until 1997.

<span class="mw-page-title-main">History of Chrysler</span>

The history of Chrysler involves engineering innovations, high finance, wide alternations of profits and losses, various mergers and acquisitions, and multinationalization. Chrysler, a large automobile manufacturer, was founded in the 1920s and continues under the name Stellantis North America.

References

  1. 1 2 3 Auto Editors of Consumer Guide (June 18, 2007). "How Eagle Cars Work". auto.howstuffworks.com. Retrieved May 4, 2024.
  2. ↑ Radu, Vlad (September 7, 2021). "AMC Eagle: One of the Most Influential Yet Underrated American-Built Vehicles of All Time". autoevolution.com. Retrieved May 4, 2024.
  3. 1 2 "1998 Eagle Talon Prices". NADA guides. Archived from the original on January 23, 2022. Retrieved May 4, 2024. A division of Chrysler formed in 1987, Eagle was spawned from the buyout of American Motors and their AMC Eagle model.
  4. ↑ McKeown, Bill (June 1977). "New rigs for rough action". Popular Mechanics. Vol. 147, no. 6. pp. 77 and 167. Retrieved May 4, 2024– via Google Books.
  5. ↑ Allen, Jim (2004). Jeep Collector's Library. MotorBooks International. p. 96. ISBN   978-1-61059-054-9 . Retrieved May 4, 2024– via Google Books.
  6. ↑ "1988 Eagle Premier ES: Chrysler's Euro-Sedan Is A Pleasant Surprise". Car and Driver. April 1988. Retrieved May 4, 2024.
  7. ↑ Wilson, Gerard (November 16, 2020). "Eagle Production Numbers, US and Canada". Allpar. Retrieved May 4, 2024.
  8. ↑ Trajano, Robin (October 21, 2019). "The Eagle Talon TSi AWD Is an Underappreciated Classic". Motor Trend. Retrieved May 4, 2024.
  9. ↑ Lewis, Corey (August 23, 2021). "Rare Rides: The Eagle Premier Story, Part VI (The End)". thetruthaboutcars.com. Retrieved May 4, 2024.
  10. ↑ Torchinsky, Jason (September 11, 2016). "Let Us Remember Eagle, The Car Brand Made Of Four Other Brands From Three Different Countries". Jalopnik. Retrieved May 4, 2024.
  11. ↑ Lewis, Corey (August 26, 2021). "Abandoned History: Chrysler's Liberty Project, to Saturn or Not to Saturn". thetruthaboutcars.com. Retrieved May 4, 2024.
  12. ↑ Dunne, Jim (September 1989). "Inside Detroit". Popular Mechanics. Vol. 166, no. 9. p. 45. Retrieved May 4, 2024– via Google Books.
  13. 1 2 Stoy, Andrew (October 23, 2008). "Whatever Happened To Eagle?". Jalopnik. Retrieved May 4, 2024.
  14. ↑ "AMC, Last of Its Kind, Fades Into Auto History". Los Angeles Times. August 6, 1987. Retrieved May 4, 2024.
  15. ↑ "Jeep Milestones". Automotive News. Vol. The Almanac and Market Data Book. 1996. p. 18.
  16. 1 2 Gold, Aaron (May 2017). "AMC Eagle: No, Seriously, This Was the First Crossover SUV". Autotrader. Retrieved May 4, 2024.
  17. ↑ "Chrysler Acquires American Motors". U.S. News & World Report. Vol. 102. 1987. p. 84.
  18. ↑ Holusha, John (December 9, 1987). "Jeep Dealers Will Sell New Chrysler Eagle Car". The New York Times. Retrieved May 4, 2024.
  19. ↑ Sigaud, Liam (December 20, 2018). "Laws in all 50 states benefit car dealerships at the expense of consumers". Washington Examiner. Retrieved May 4, 2024.
  20. ↑ Braunsteib, Janet (August 5, 1987). "AMC Shareholder Vote Closes Chrysler Buyout of AMC". Associated Press. Retrieved January 4, 2023.
  21. ↑ Ross, Philip E. (August 6, 1987). "Chrysler Completes Acquisition of A.M.C." The New York Times. Retrieved May 4, 2024.
  22. ↑ "It almost happened: the Eagle minivan and the new Chrysler LeBaron". motales.com. Retrieved May 4, 2024.
  23. ↑ "Eagle". simardautomotive.com. 2024. Retrieved May 4, 2024.
  24. ↑ Fitzgerald, Jacqueline (September 30, 1997). "Chrysler Discontinues Eagle Brand". Chicago Tribune. Archived from the original on June 28, 2017. Retrieved May 4, 2024.
  25. ↑ "Dodge Intrepid, Eagle Vision, and Chrysler Concorde, 300M, New Yorker, and LHS". Allpar. November 16, 2020. Retrieved May 4, 2024. at the last minute, the Eagle Vision was rebadged to create the Chrysler 300M
  26. ↑ Carney, Dan (September 26, 2013). "AMC Eagle, the unlikely trail-blazer". BBC Autos. Archived from the original on November 11, 2020. Retrieved May 4, 2024.
  27. ↑ Strohl, Daniel (May 8, 2020). "What could have been: Chrysler originally intended the LH platform as front-, rear-, and all-wheel drive". hemmings.com. Retrieved May 4, 2024.
  28. ↑ Lewis, Corey (March 8, 2022). "Abandoned History: Chrysler and the Colt, Captive Economical Import Time (Part V)" . Retrieved May 4, 2024.
  29. ↑ Ramey, Jay (June 5, 2018). "Rare anywhere: Dodge 2000 GTX Guaranteed to delight and confound at Mopar meets and Japanese classic shows alike". autoweek.com. Retrieved May 4, 2024.
  30. ↑ Dunne, Jim (April 1990). "Detroit Spy Report". Popular Mechanics. Vol. 167, no. 4. p. 50. Retrieved May 4, 2024– via Google Books.
  31. ↑ "1990 Eagle Optima - Concepts, Source: 1990 chicagoautoshow.com". carstyling.ru. Retrieved May 4, 2024.
  32. ↑ "For a Good Time, Call on Auto Show". Chicago Tribune. February 15, 1990. Retrieved May 4, 2024.
  33. ↑ Padeanu, Adrian (May 25, 2016). "Concept We Forgot: 1987 Chrysler Lamborghini Portofino". motor1.com. Retrieved May 4, 2024.
  34. ↑ "1989 Chrysler Millenium Concept". testdrivejunkie.com. March 14, 2013. Retrieved May 4, 2024.
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