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Discussion in 'Mopar News' started by randy1911, Nov 17, 2017.
And you are incorrect about killing the Chrysler brand.
Agreed... maybe another vehicle that has a better chance at the changing demographics of the American car buyer will be built instead.
Does it stink that the 300 could go away for an altogether different vehicle? Yes, but the reality is, that’s business. FCA is not in the business of catering to enthusiasts only.
It’s time to let the emotion go, the 300 is still around and decisions on its future are still being deliberated.
Then what is the purpose of the Dodge brand?
Dodge does not cater to enthusiast only. If they did they would not make Challenger, Charger, and Durango SXT models.
Dodge sells performance oriented vehicles for consumers and customers, as noted many times here on Allpar.
There are many discussions involving Bob and Stratuscaster and other insiders that discuss the topic of consumers vs customers and how catering to enthusiasts alone does not pay the bills. I believe you have participated in those previous discussions.
So hopefully the consumers you attract will more than offset the enthusiasts you lose. It used to be that brand loyalty was something cultivated and thought of as a thing of value. Apparently no more? Generally, how does FCA do when it comes to conquest sales anyway? I always was under the impression that MOPAR owners were the loyal repeat buyers that kept Chrysler/Dodge etc. going even in the face of dismal quality reputations and when Chrysler/ Dodge wouldn' even be considered by Ford & GM owners.
There are plenty of Chrysler customers that do not purchase the 300, they purchase the Pacifica for instance. Further, a significant portion will move to the Charger if they want a full size car, while others may move to the new crossovers.
Assuming that every 300 buyer currently is an enthusiast is simply not accurate.
Maybe best to ask some of the conquest buyers who have bought Ram’s, Jeep’s, Pacifica’s, and Challenger’s that question.
Maybe that’s not an accurate impression.
I'll take one of these, with the engine massaged (does not need to be a full SRT8, but up the HP/Torque) ’12 Mopar 300 cars: Mopar-branded Chryslers (at https://www.allpar.com/cars/mopar/2012-300.html ) and not too many gears - maybe a 6 speed instead of the MB 5 speed. Also the paint color can not be black - blue would be just right!!
Dodge is a performance brand... that has a broader appeal to more than just enthusiasts. Of the 5 Camaro drivers at my work, none know squat about their cars other than to say "I drive a sports car." Extra funny since all are v6 models. They were attracted by the halo of the high performance Camaros, but enthusiasts they are not!
FCA has some of the highest conquest sales rates in the industry. Unfortunately they have a lower loyalty rate to go with that.
Oh - thanks for answering my question. I wish the answer was different however. I don't like what that implies.
Yeah, sometimes that perceived quality thing is an issue. (Like when dealers are being stubborn/asinine sometimes; but I won't go into that rant, again. lol)
Ok, head on down to your local Chrysler dealer and buy a 2018 Chrysler 300 S, in indigo blue, and add scat pack stage 1 and 2.
Exactly what you are asking for is available now.
Or even a gear swap for that 3.91 they used.
Don’t need it with the 8 speed.
A bit different direction to this discussion. It wasn't that long ago that the engineering department was stripped and finally hiring was started. Emphasis was placed on JEEP & RAM (200 & DART are gone) which had to take up a lot of engineering time. TO THE INSIDERS: Have the new hires matured enough to spread out to broader model updates without delaying the two cores?
So I missed which scat pack has the 3.91:1 final drive ratio and four heated, bolstered, perforated leather covered driver and passenger 12-way power sports seats? and I'd prefer it that way from the factory
A manufacturer with a well-defined brand identity...such as Jeep & Dodge do cater to enthusiasts. They offer the high-end performance models and options that the enthusiasts want. This works if you bring in huge margins on your vehicles and can live on them alone. However, since Dodge and Jeep cannot charge exorbitant prices, they also offer models and options that are attractive to other consumers as well, as stated above. Jeep had models such as Jeepster and the Surrey Gala (amongst others through the years) to cater to those who wanted the Jeep image, but a more livable vehicle. Today, they have Renegade, Compass, Cherokee, & Grand Cherokee to offer to those who want the image, but don't want to live with a Wrangler. Dodge has the V6 versions of Challenger, and Charger...even Durango. These options open the brands to a more robust customer/consumer base. Because the high performance options are offered, brand identity is maintained.
Considering the ever increasing pace of change in the automotive industry......it might be a good idea to simply take a long deep breath......and consider what a spectacular run the LX has had (all versions)......in more or less the same form apart from incremental change here and there.
Every unit of the LX that's turned out now is pure profit since amortization took place so long ago. If I were running FCA......I don't think I would be too eager to pull the plug on products that still perform well in their segments....AND make a profit DESPITE throwing some cash on the hoods.
The days of Ford squeezing 31 years out of the Panther platform are gone for good.....but the LX's have done (and are doing) quite nicely.
That could very well be. But loyalty to Mopar implies "enthusiast", and enthusiasts only represent 10% of the total market, shared by all automakers, across all segments.
That's why quality is so important. Everyone wants quality: enthusiasts, Consumer Reports subscribers, techies, men, women, young, old, Canadians, Americans and Mexicans. And because of this, quality can sustain loyalty in much greater numbers. Just look at Toyota and Honda.
I would say Chevrolet has a broader appeal to more than just enthusiasts, because those five Camaro drivers bought a Chevrolet for other reasons, despite not being enthusiasts.
The proof is in the pudding: Dodge has a 3.5% market share; Chevrolet has a 10% market share -> Chevrolet has a broader appeal.
Yes. And the two go hand-in-hand, unfortunately. Otherwise, no retention + no conquest would = the end of FCA.
In its simplest form TOTAL SALES = RETENTION + CONQUESTS
Both parts of the equation are needed, and each has its pros and cons: retention is more cost efficient, brings profits, and provides a baseline to sales that gives stability to be business over economic cycles; conquest helps to grow and brings renewed lifeblood to the business.
The part that management doesn't get is, for all its zeal on margins and profits, a strategy that relies on conquest to exist is significantly more expensive (and less profitable) than one that relies on retention. The weaker retention becomes, the more sales need to depend on conquests, and the more expensive the business model becomes.
It is for this reason that, in my assessment, current management looks at manufacturing efficiencies, but ignores marketing and sales efficiencies.