I liked the plan (Burton Bouwkamp?) from the early 1970s -- Plymouth for mass market cars, Chrysler for upmarket cars, Dodge for trucks! It would have slashed Chrysler’s marketing costs, ended the confusion and nonsense and in-fighting (or at least cut it back), and made it easier for customers to follow the product onslaught of the 1980s. They had their own SRT then, too -- they called it Shelby. Some were made by Shelby, some were designed by Shelby, some were neither.