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.
