Plymouth was set up as a low price entry model into the Chrysler group in 1928, in fact re-badging the cheapest Chrysler which had started manufacture under 'Maxwell' badging. Chrysler pitched the Plymouth at Ford and Chevrolet and achieved the sales figures, but increased this even more from 1931 when every Chrysler dealer was allowed to sell Plymouths as well as other badges. KT Keller had joined the Chrysler group (from Buick) and was in charge of Dodge, but other Chrysler brands had to get Engines and assembly from Dodge, and Keller exerted control, and took over the group upon the death of Walter Chrysler. It was Keller who dictated the mundane '3-box' styling of the 1949-1952 cars, and led to a recession in all Chrysler group cars until Virgil Exner got hold of the drawing board in the mid 1950s.