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Junkyard Gem: 1990 Plymouth Laser RS Turbo

When Diamond Star Motors, a Chrysler-Mitsubishi joint venture, came online in the late 1980s, the first products to come out of the Normal, Illinois assembly plant were versions of the first-generation of the Mitsubishi Eclipse. There was the Eclipse itself, the Eagle Talon, and the Plymouth Laser. Here's a somewhat tattered example of the latter type, spotted in a Northern California self-serve yard. This car is unrelated to the Chrysler Laser of a few years earlier, which was based on the K-platform-derived Dodge Daytona. The Plymouth Laser was a pure Mitsubishi design. This one has the DOHC turbocharged 2.0-liter Sirius engine, rated at 190 horsepower. That was plenty of power by 1990 standards, a year in which the wildest possible Chevrolet Camaro (the IROC-Z, of course) packed just 230 hp under the hood. The IROC-Z weighed 3,149 pounds versus the Laser's 2,483, giving the Laser a slightly better power-to-weight ratio, not to mention a price tag more than $500 lower. CD players in cars were still uncommon in 1990; this Laser has the much more mainstream "computer controlled deck" cassette player, complete with nine-band graphic equalizer. Badging in futuristic typefaces was all the rage when this car was new. The all-wheel-drive Eclipse/Talon/Laser didn't hit dealerships until the 1991 model year, so all the '90s are front-wheel-drive only. The torque steer experienced in these cars could be exciting. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. In the United States, Tina Turner pitched the Laser. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. North of the border, Celine Dion did the Laser's TV ads. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. In Japan, the 1990 Eclipse featured "international breeze," whatever that is. Featured Gallery Junked 1990 Plymouth Laser RS Turbo View 23 Photos Auto News Chrysler Mitsubishi mitsubishi eclipse

Chrysler to veer away from 'Imported From Detroit' message?

Claim some ground, control that ground and then expand. Chrysler, wandering the Earth like Kane from Kung-Fu when it came to brand message after the bailouts, pulled off the first two feats in only 120 seconds when its "Imported from Detroit" commercial aired during the 2011 Super Bowl. Two years later and now that the brand has a center in the minds of consumers, the Chrysler Group's head of marketing, Olivier Francois, says it's time to move away from the "Detroit" component of that slogan and express the "Imported" aspect.
It is, more precisely, about positioning Chrysler as genuine competition for imports and not Ford or General Motors, but rather Toyota on quality or Audi on technology. A report in Forbes said that Francois not only "wants to attract import owners to Chrysler vehicles by focusing on quality, technology, fuel economy and style," but to "take back the lead in these four things." That is the new understanding he wants people to infer from the idea of Detroit - that the nation's car capital isn't just a patriotic rallying point but a lively competitor for established giants.
Chrysler has been running ads that no longer refer to Detroit, and recent efforts have linked a specific character to each brand - like Jenny with Jeep and Steven with the Chrysler 300 - to create brand separation. Francois hasn't detailed what he plans to do to bolster Chrysler's upscale pretensions, but his efforts would be helped by CEO Sergio Marchionne loosing the pursestrings and the arrival of strong new product.

Bring back the Bronco! Trademarks we hope are actually (someday) future car names

Trademark filings are the tea leaves of the auto industry. Read them carefully – and interpret them correctly – and you might be previewing an automaker's future product plans. Yes, they're routinely filed to maintain the rights to an iconic name. And sometimes they're only for toys and clothing. But not always. Sometimes, the truth is right in front of us. The trademark is required because a company actually wants to use the name on a new car. With that in mind, here's a list of intriguing trademark filings we want to see go from paperwork to production reality. Trademark: Bronco Company: Ford Previous Use: The Bronco was a long-running SUV that lived from 1966-1996. It's one of America's original SUVs and was responsible for the increased popularity of the segment. Still, it's best known as O.J. Simpson's would-be getaway car. We think: The Bronco was an icon. Everyone seems to want a Wrangler-fighter – Ford used to have a good one. Enough time has passed that the O.J. police chase isn't the immediate image conjured by the Bronco anymore. Even if we're doing a wish list in no particular order, the Bronco still finds its way to the top. For now (unfortunately), it's just federal paperwork. Rumors on this one can get especially heated. The official word from a Ford spokesman is: "Companies renew trademark filings to maintain ownership and control of the mark, even if it is not currently used. Ford values the iconic Bronco name and history." Trademarks: Aviator, AV8R Company: Ford Previous Use: The Aviator was one of the shortest-run Lincolns ever, lasting for the 2003-2005 model years. It never found the sales success of the Ford Explorer, with which it shared a platform. We Think: The Aviator name no longer fits with Lincoln's naming nomenclature. Too bad, it's better than any other name Lincoln currently uses, save for its former big brother, the Navigator. Perhaps we're barking up the wrong tree, though. Ford has made several customized, aviation themed-Mustangs in the past, including one called the Mustang AV8R in 2008, which had cues from the US Air Force's F-22 Raptor fighter jet. It sold for $500,000 at auction, and the glass roof – which is reminiscent of a fighter jet cockpit – helped Ford popularize the feature. Trademark: EcoBeast Company: Ford Previous Use: None by major carmakers.