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Chrysler will axe more models, consolidate brands

Chrysler will axe more models, consolidate brands

Viknesh Vijayenthiran February 7th, 2008 Viknesh Vijayenthiran By Viknesh Vijayenthiran Author February 7th, 2008
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December 31st, 1969 Now that Chrysler is in private hands the tough decisions are coming hard and fast. Last year we saw officials axe cars like the PT Cruiser convertible, Pacifica, Crossfire and Dodge Magnum and now there are reports that even more models will be dropped from the current lineup. Under its new ‘Project Genesis’ turnaround strategy, Chrysler will drop duplicate models that share common platforms and compete in similar segments. During a recent interview with Automotive News, Chrysler Vice Chairman Jim Press said the project will also see new models developed in segments where Chrysler doesn’t have any current entries. This will include cars, SUVs and crossovers. One of Chrysler’s key problems is the similarity between many of its models, which end up confusing customers and competing with each other instead of just its rivals. Project Genesis will also see Chrysler realign its dealer network so that all its brands, Chrysler, Dodge and Jeep, are all sold under the same roof. Chrysler now has about 3,600 dealers in the U.S. but this figure is expected to shrink. " To have the most profit and viability, you have to have all three brands under roof to get the full lineup of Chrysler Corp. everywhere," Press said.
Chrysler will axe more models, consolidate brands

Chrysler will axe more models, consolidate brands

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Now that Chrysler is in private hands the tough decisions are coming hard and fast. Last year we saw officials axe cars like the PT Cruiser convertible, Pacifica, Crossfire and Dodge Magnum and now there are reports that even more models will be dropped from the current lineup. Under its new ‘Project Genesis’ turnaround strategy, Chrysler will drop duplicate models that share common platforms and compete in similar segments.

During a recent interview with Automotive News, Chrysler Vice Chairman Jim Press said the project will also see new models developed in segments where Chrysler doesn’t have any current entries. This will include cars, SUVs and crossovers. One of Chrysler’s key problems is the similarity between many of its models, which end up confusing customers and competing with each other instead of just its rivals.

Project Genesis will also see Chrysler realign its dealer network so that all its brands, Chrysler, Dodge and Jeep, are all sold under the same roof. Chrysler now has about 3,600 dealers in the U.S. but this figure is expected to shrink. " To have the most profit and viability, you have to have all three brands under roof to get the full lineup of Chrysler Corp. everywhere," Press said.

Tags: Industry

Posted in: Chrysler, News


Comments (4 total)

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  1. By Gus #1, Posted: 2/7/2008

    At this point I'm surprised the Challenger even made it all the way to production.
    If this company goes into even deeper straights, that Challenger could become an extremely limited and rare model...I hope not.

  2. By Roy #2, Posted: 2/7/2008

    Finally! The most crucial news is that the dealerships are being consolidated. I think most of Detroit has underestimated the importance of a one-stop shop (and automalls don't count). Chrysler is still in a mess, but I'm glad the brands are going to get straightened out. Now, if only their cars could hold their resale value...

  3. By Taekwondonkey #3, Posted: 2/8/2008

    If those bastards even touch the Viper, somebody's gonna get a hurtin

  4. By SuperSkyline89 #4, Posted: 2/9/2008

    Well then you'd better get ready to do some hurtin because the way things are going the Viper will be dead soon enough.

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