Between Hello And Goodbye; A Look Back At The Neon
- The little car that said ‘Hi’ says Goodbye….
Well, Friday is it. The official end of the line for the Neon as the last one rolls off the assembly line at Belvidere.
I must say, mention of the Neon brings up a lot of sometimes conflicting emotions. I owned a Neon for nine and a half years, from January 1996 to June 2005, and to date it’s been the best car I’ve owned. It never let me down, and gave me very little trouble. It was a blast to drive. However, it wasn’t perfect…it suffered the head gasket issue that virtually all pre 1999 Neons did; the frameless windows rattled like crazy.
The Neon was supposed to challenge the Japanese; it was supposed to show that an (at the time) American company could best them at the small car game.
It was closer than many would like you to believe. In driving dynamics, in power, in features…it was more than a match for the Civic. The Neon had Tao, something no Civic did. It had personality, and spark..it was just *fun*. The ACR version won many SCCA trophies in the mid-late 1990s
However, niggling problems out of the gate marred the launch, and although the car sold quite well through 1996, the bloom started coming off the rose.
In answer, Chrysler did…well…not much. They reincarnated the 1995/6 Sport Coupe and called it the R/T; extending the goodness to the sedan. Nice, but…just bringing back what had been taken away. Minor interior changes were made: sedans gained door pockets up front. The graphics on the HVAC were tweaked. The coupe received fabric covered door panels. NVH issues were addressed, but not to a particularly great extent. Advertising? None, pretty much literally. The Neon was left to fend for itself, until 2000 when the car was redesigned.
It was thought the ‘cute’ look wasn’t aging well, so they took the basic idea of the Neon face and morphed it into a mini-Intrepid. NVH was much reduced, and overall the interior was upped a notch. Oh, except for the I’ll-never-understand-this front only power windows. A particular problem since all neons were now four doors. I’ve a 2001 Plymouth Neon brochure, and in it is an interior shot of the Neon in leather seating and an attractive woodtone dash treatment. A fairly upscale look. Until you notice that the front has power windows and the rear…cranks. So much for moving upscale….
Chrysler did more advertising for the second generation car, and it became a case of ‘be careful what you wish for’. From the introductory sunflower field campaign to pushing rear seat room in the R/T (complete with barking idiot in the back seat) Neon advertising took a turn for the worst.
At this point, they seemed to want to ignore the fact that the car even existed. It lost the Neon name in Canada, becoming the “SX 2.0″. They FINALLY answered Neon owners pleas and released a turbo version…and didn’t even call it a Neon! It was an SRT-4. No sir, they more than implied, this is no Neon. Look, it’s got a different front clip! Then they go and stick the ‘Not a Neon’ SRT-4 face on a trim level of the Neon! You really can’t make this stuff up.
The real damn shame of it is, it could’ve been so much more. Despite the rough begining, the Neon sold over 240,000 vehicles in 1996, and its sales as a Dodge remained remarkably steady, selling right around 120,000 copies through 2004.
However, starting in 1997 the Plymouth version followed the rest of that brand into oblivion while Chrysler did…well…not much. Except kill Plymouth in 2001; not quite half of it’s 40,000 or so Neon sales were picked up by Dodge in 2002. Thus the real story of the demise of the Neon as a market force dovetails nicely with the story of the final death of Plymouth. A silver Neon was the last Plymouth to roll off the line, on June 28 2001.
And now, come Friday, it too will be gone.
Oh Caliber, may you enjoy a better fate.� ]]>
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