The Launch
After a remarkably short development period of just 19 months, the Chrysler Sunbeam was launched on the July 23, 1977, to a quite positive reception of the British automotive press. A memorable advertising campaign featured Petula Clark singing "...put a Chrysler Sunbeam in your life." There were three trim level available - the base LS, better-equipped GL and the most expensive GLS. To reduce in-house competition, the more basic versions of the two-door Avengers were dropped at the same time in the UK market, and the Chrysler Horizon was only available in five-door form. The Sunbeam sold well, but was not a runaway success.
Even in spite of the ability to keep the UK business afloat, Chrysler was still making losses both in Europe and at home, and facing the possibility of complete bankruptcy, decided to sell Chrysler Europe to the French PSA. The French company took control of the former Chrysler Europe effective January 1, 1979, and in the course of the year announced all former Chrysler Europe products would be rebranded to Talbots starting August 1, 1979. Interestingly, the Sunbeam was simply rebadged in the strictest sense of the word, with the Chrysler badge on the bonnet replaced by one that read "Talbot", but retaining its grille with a prominent Chrysler pentastar until 1981.
Read more about this topic: Chrysler Sunbeam
Famous quotes containing the word launch:
“Now launch the small ship, now as the body dies
and life departs, launch out, the fragile soul
in the fragile ship of courage, the ark of faith
with its store of food and little cooking pans
and change of clothes,”
—D.H. (David Herbert)
“I had often stood on the banks of the Concord, watching the lapse of the current, an emblem of all progress, following the same law with the system, with time, and all that is made ... and at last I resolved to launch myself on its bosom and float whither it would bear me.”
—Henry David Thoreau (1817–1862)