Let's be realistic about the "premium" label. Back in the day it was pretty apparent what differentiated a "working class" vehicle (Plymouth) and a more upscale or premium vehicle (Chrysler). These days base models include standard: power windows, power locks, keyless entry, USB ports and some sort of bluetooth connectivity and media player, and back up camera. Essentially "premium" is stuff like stitched dashes and perforated leather seats. Is there even room for premium brands these days when you can find these features on nearly every vehicle on the market? With the performance gains of turbos and electrification, I don't even see "performance" as a differentiation to justify the mission of an entire brand in the North American only market (unless you're making supercars - which Dodge definitely is not). The only differentiation I can see is styling. Dodge could be sleeker and more aggressive, whereas Chrysler could be more comfortable lines and fancy accent trim. You look at Hyundai and Kia. Kia used to definitely be the budget brand but these days the only difference between the two makes is styling.