Chrysler might pull the plug on the slow-selling Dodge Avenger within three years in order to focus its efforts on the development and marketing of the next-generation 200 sedan.
“ Chrysler Group will likely consolidate around one midsize car in the future,” said Reid Bigland, CEO of Dodge, in an interview with Reuters.
Doing away with the Avenger could prevent sales cannibalization between the two models, which share all major mechanical components and are often sold in the same showroom.
“If we have two cars that are very similar, it does split dealer focus,” Bigland said. “Consolidating around one very competitive entry certainly has its advantages.”
Bigland also suggested the spacious interior of the recently unveiled Dodge Dart might entice buyers who would otherwise have purchased an Avenger.
U.S. sales of the Avenger increased 26 percent in 2010 to 64,023 units, while the Chrysler 200 improved to 87,033 units. In comparison, consumers snapped up 327,805 Toyota Camry’s over the same period.
References
1.’Chrysler may scrap…’ view
