Product Development (1980s)… Chrysler = Focus Group Research Focus Groups Chrysler Annual Revenue $28B e u n e $14B 1978 clinics in Atlanta, Denver & San Diego v showed that customers wanted – Re 1984: Chrysler The ability to park in a standard garage, Launches Dodge a side door opening at least 30 inches wide… Caravan & Plymouth seating for 3 people across, a flat interior floor, Voyager Minivans removable seats & the ability to walk from one end of the van to another. David Zatz – Hemmings Magazine / ‘Mopar Minivans,’ 2/19 $0 1981 1984 1987 Source: Chrysler revenue as reported in The New York Times in each year. Data does not include pro-forma revenue from acquisition of American Motors Corp. Quote: David Zatz’s ‘Mopar Minivans: Creating the first 20 years of Dodge, Chrysler, & Internet Trends Plymouth “magic wagons’ as excerpted in Hemming’s Magazine (2019) Image: New York Times Digital Archives (1984) 126 2019