what was the chrysler brands lineup in the us in 1960

In the U.S. in 1960, Chrysler’s passenger-car lineup was organized into five main brands: Plymouth, Dodge, DeSoto, Chrysler, and Imperial. Chrysler’s own model-year and brand-history materials point to that family structure, with Imperial still functioning as a separate luxury marque at the top end.

Brand lineup

Brand| Position in the lineup| Notes
---|---|---
Plymouth| Entry-level| Chrysler’s lower-priced volume brand 5.
Dodge| Mid-priced / volume| Positioned above Plymouth and below Chrysler 5.
DeSoto| Mid-to-upper| Still part of the lineup in 1960, before its later cancellation 5.
Chrysler| Upper mainstream| The core Chrysler marque for larger, more upscale cars 35.
Imperial| Luxury| Marketed as a distinct luxury brand, not just a Chrysler trim level 45.

What that meant in 1960

By 1960, Chrysler Corporation was still using a classic multi-brand ladder to cover different price points, from Plymouth at the bottom to Imperial at the top. That made the lineup broad but also a little crowded, which is part of why the brand structure changed later in the decade.

A quick note

If you meant Chrysler-branded models only , the 1960 Chrysler brand itself was mainly the Windsor, Saratoga, New Yorker, and 300 series, while Imperial was still separate.