Chrysler ’s Chapter 11 filing could spell the end for the Dodge Viper nameplate, but a new report indicates that even more Chrysler products could be on the chopping block as a result of the company’s bankruptcy filing.
The Dodge Viper may be making the trek to the automotive graveyard, but it likely won’t be making the journey alone. A number of Chrysler nameplates could be facing the axe, including some of the company’s most popular models.
According to a document obtained by Edmunds, Chrysler is attempting to sell of a number of its product lines. “These lines include Jeep Wrangler , Dodge Viper and Dodge Ram and Dakota truck lines,” the document said.
While it would seem the Wrangler, Ram and Dakota would have no problem finding a new home with another automaker, Robert Manzo of the Capstone Advisory Group says the Wrangler might be hard pressed to find a new owner.
“A potential buyer would face significant additional investment costs in the range of $550 million to $1 billion,” Manzo said of the Jeep Wrangler nameplate in an affidavit. “There are likely other significant costs that a potential buyer would have to incur in order to re-establish the brand. In addition, recent market experience reflected in the efforts to sell Saturn, Opel, Saab and Hummer brands indicates an extremely depressed market for stand-alone automotive brands.”
While it’s hard to imagine Chrysler without such staples as the Viper, Wrangler, Ram and Dakota, it seems as if the company’s Chapter 11 filing really will result in a leaner automaker.
