The objective of the Eagle Division was to target consumers that "are young, independent-minded, educated and affluent-baby boomers and their younger brothers and sisters, Generation X." However, Eagle customers purchased similar Dodge, Plymouth, or Chrysler vehicles; thus, according to the automaker, the decline in Eagle models no longer justified the investment required to maintaining the brand.
The Eagle Division aimed to attract young, independent-minded, educated, and affluent baby boomers and their younger siblings (Generation X) but customers purchased similar Dodge, Plymouth, or Chrysler vehicles, leading the automaker to conclude that maintaining the Eagle brand was no longer financially viable.