Curtis Redgap wrote about how this happened in the 1960s. Chrysler demanded Dodge and DeSoto cars and got them. Plymouth demanded Dodge cars and got them. Dodge demanded Plymouth, DeSoto, and Chrysler cars, and got them. By 1977, every car was available as a Dodge. There was no more point in having Plymouth or Chrysler. DeSoto got crushed along the way. The Chrysler brand leaders today are dealing with that squandering of resources. Chrysler never had any luck moving upscale. They got fine critical reviews but no sales, whether they called the car Imperial, Chrysler, or 300x. I suspect it's because they didn't do a separate dealer channel. Pairing with Plymouth really Chrysler down to a specific price class.