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.