Jul 8, 2004

Vinyl car roofs return to cheers and jeers - 06/21/04 Some buyers are asking dealers to install 1970s-style vinyl roofs on their new 300s, as many owners of Cadillacs and Lincolns have long done and still do today.

While every vinyl roof installed sends another Detroit designer into a hyperventilating fit, consumers are keeping the tradition alive and making their own decisions about what’s classy and what’s not.

Chrysler officials are quietly asking dealers to stop having the faux-convertible tops installed, but dealers say the response from customers has been too strong to quit now.

“No kidding, the first time we did one, the thing lasted about three hours and it was sold,” said Joe Vogel, a salesman at Roseville Chrysler Jeep, who has installed vinyl roofs on about 10 of the 300s and plans to do more.

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