Chrysler still has to overcome a few objections before it can be handed over to a new Fiat-run company, but the automaker’s pending Italian owners are already formulating a roadmap to return the once-proud automaker to viability.
In order to restore Chrysler’s status as one of the world’s top automakers, Fiat plans to make the new Chrysler much more brand oriented. That means that Chrysler’s days of badge engineering are likely over, with Chrysler, Dodge and Jeep dealerships slated to sell unique vehicles.
“Future products of the various brands should differentiate more than what happens today because they will be sold in nearby spaces in the same dealership,” a Fiat source told Automotive News. The new Chrysler is pushing to sell all three of its brands under one dealership roof.
In order to facilitate that change, Chrysler will need to setup a new management regiment. Instead of having just one official in charge of the Chrysler, Dodge and Jeep brands, Fiat will likely name CEOs for each brand. Although the brands will still be a part of the larger Chrysler, each brand will run more independently, reporting their own profits and losses.
Chrysler hasn’t had vice presidents in charge of each division since early in the DaimlerChrysler days.
The move to separate the brands should not only give Chrysler a more unique product offering, but also a better product balance. As it stands now, Chrysler makes up about 66 percent of its sales on the back of just two models while Dodge relies on some 13 models for the bulk of its volume.
06/08, 12:41 PM
posted by:
JakeK66
There’s more than two Chrysler models? Could of fooled me. This is going to be back as one again as soon as they realize (again) that developing seperate products costs $$$. It’s kind of funny in a way- you see businesses go back and forth on this, become seperate, lots of development costs, become one again to save but then all of your product start looking alike.
If they really wanted to have this work, they’d have to seperate Chrysler dealers from Dodge/Jeep Dealers to cater to different clientel – like Toyota/Scion and Lexus dealers.
06/08, 1:05 PM
posted by:
Borat
I don’t know if it will help, Jake. In it’s most atrocious quality day Toyota have been light years ahead of Chrysler. How you will call them doesn’t matter, if they crap to drive.
06/08, 1:23 PM
posted by:
NRG
I actually think it is a good idea. Give each brand more decision making, which in turn means more differentiated cars. It might cost more, but the old way sure didn’t work, did it? I would imagine Chrysler would cater to the more well to do, Dodge would be the perfomance divison and Jeep would be the off road division.
06/08, 1:37 PM
posted by:
rpiotr01
It’ll be interesting. Chrysler name seems too damaged by now. Keep Dodge and Jeep, kill off the dead wood (I’m looking at you, Nitro and Compass).
06/08, 1:46 PM
posted by:
aggie531
good. i hate rebadging. i hope this works. but i think that the Chrysler name is too damaged. good luck
06/08, 1:47 PM
posted by:
MercMark
Well I guess this kills the 300J Jeep sedan.
06/08, 1:48 PM
posted by:
The Stig
What’s a “top” automaker anyway? A company which pumps out almost ridiculously bad product constantly would be my guess when applied to Chrysler.
06/08, 2:08 PM
posted by:
spg900
Gee…….. good thing those people in Europe have some ‘radical ‘ and ‘new ‘ ideas. How did they ever come up with that!
P.S. This comment could as easily be intended for GM.
06/08, 2:33 PM
posted by:
shane train
MercMark- I laughed, but then realized that it could also kill a Jeep pickup truck…
06/08, 2:45 PM
posted by:
A4
There wont be a new Jeep pickup for a LONG while, if ever. Lord knows id want to buy one, the Comanche was an outstanding truck, but they just like to tease us with concept here and concept there and wont ever come through on it. Theyre going to all this Unibody construction bullsh!t and the only thing left thats worth it is gonna be the Wrangler.
06/08, 4:29 PM
posted by:
Mutant@DCX
Fiat doesn’t have Chrysler yet, check back Tuesday
06/08, 4:32 PM
posted by:
HoosierHero
It all depends on what Fiat wants to bring over from their stable. If not, then I don’t see any problems with this and think it’s a good idea. It’ll spur innovation and with a smaller line-up won’t overlap so much. Just as GM is doing so can Chrysler:
06/08, 4:47 PM
posted by:
carstuff
badge engineering over? that would be the most stupid thing Fiat could do. It is the only way the large companies can stay in business today. Everyone from Toyota to Honda to Gm does it. Of course there is no such thing as “badge” engineering. Today only the basic bones are shared.
Of course if they drop Chrysler and have only Jeep and Dodge left there may be little there to share IF they keep very different types of vehicles.