Killing off Dodge cars
The Wall Street Journal caused a local uproar by printing a rumor that Dodge cars were on the chopping block, leaving Dodge with wagons and SUVs, and Chrysler with cars. That’s an interesting rumor because it corresponds with an old Daimler plan, the one that brought us Magnum and Caliber, but not Intrepid (which finally came as the Charger) or Neon. (Chrysler has, incidentally, fully and vociferously denied it.)
We’re not sure whether this is a serious plan of action or not. If it is, it should be considered proof that the people at Chrysler really have a hard time understanding their jobs, especially with the Challenger buzz, the Charger gaining credibility, and the Caliber not quite the roaring success it was meant to be. It would also be the death knell of any Chrysler upscale aspirations, unless…
Regulars know where I’m going with this, but it would allow Chrysler to carry out the plan of making Dodge essentially a “truck/brute performance” brand - Charger, Challenger, and trucks - which it’s becoming anyway, with the Avenger being ignored by the market and the Caravan actually falling below the Town & Country for the first time ever. The missing piece would take over the everyday cars - Caliber, Avenger, V6-powered LY car - and let Dodge go with the macho routine and Chrysler slowly float upscale, freed of its inherited Plymouths (Town & Country, PT Cruiser, and Sebring sedan).
Chrysler’s actions will, to many people, show its owners’ intent. Drop Dodge cars, and the remaining loyalists can go on to GM with a clear conscience, knowing that Cerberus plans to strip-and-flip or just plain strip. Add Plymouth - not DeSoto, not Hudson, not Azcor, not Zoomie, not Harcker, but Plymouth - and they show that Chrysler does indeed care (for once) about its owners, its heritage, and its future. It would also show that at least one person in the hierarchy actually understands Chrysler’s brand images - and has some grasp of history. Then the remaining loyalists can bring more people into the fold, assuming, of course, that quality continues to rise, and that the product is there - and not something we’re reluctant to invite friends into.
