Chrysler unveiled its Project Genesis dealer consolidation plan just one year ago – a plan that called for dealers to bring Chrysler, Dodge and Jeep stores under one dealership roof – but the tough economic climate has stalled that plan.

At the NADA convention last week — the very same venue where Chrysler unveiled Project Genesis last year — Steven Landry, executive vice president of Chrysler’s North American sales and marketing, announced that Chrysler was slowing its dealer consolidation push. “We’re not actively pushing Genesis in terms of consolidation because now we have to do whatever possible to help them be profitable,” Landry told Automotive News.

However, Chrysler is keeping Project Genesis as part of its long term goal. Ultimately, Chrysler hopes to end badge engineering, with the majority of its stores offering vehicles from Chrysler, Dodge and Jeep – all under one roof. But with sales down by 30 percent in 2008, Chrysler must first focus on keeping the doors open, or there will be no dealers to consolidate.

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