6 Chrysler Neon

Thoroughly un-american in its dimensions, the Neon can claim to be the first passenger car to bring US manufacturing and brand values to the UK masses – and to an unprecedented extent. Chrysler UK launched its £5m Neon ad campaign in June 1996, but by August had to withdraw it, besieged by 20,000 enquiries and more than 2000 orders. Why the demand? Up against poverty-spec Escorts, the Neon offered sub-£13k buyers such goodies as twin airbags, ABS, an automatic ’box and air-con.

Its initial popularity was so great that UK dealers resorted to ordering cars direct from the plant in Belvidere, Illinois, but effective marketing could only work for so long and the UK press took aim at the hapless Neon. ‘Good value,’ said Autocar, ‘but dynamically no match for European competition.’ By 2003, even the 150bhp R/T couldn’t save the Neon, and both model and name were consigned to history. Anorak fact After a dire crash test, America’s Insurance Institute for Highway Safety labelled the Neon ‘the most dangerous car on sale in the USA’