Chrysler's brand management during the 1950s pitted each of its five marques (Plymouth, Dodge, DeSoto, Chrysler and Imperial) against one another, causing the greatest damage to DeSoto. Rather than managing the market relationship to specific price points for particular consumers, as General Motors had done successfully, Chrysler allowed its divisions to develop products targeting markets covered by their own sister divisions. Dodge was most successful when it introduced the lower-priced Dodge Dart in 1960. The Dart was advertised in comparison to the "C" car, the "F" car and the "P" car (Chevrolet, Ford, and Plymouth, respectively). While sales of the Dart increased in 1960, they did so at the expense of Plymouth. Traditionally one of the three lower-priced brands, Plymouth fell out of third place, only to regain it twice (1971 and 1974) before its own demise in 2001.