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Chrysler goal: 1.57 million sales in 2011

by Bill Cawthon on

Chrysler dealers in the U.S. have been given an ambitious goal: sell 1.57 million cars and light trucks in 2011. That’s 45 percent more than they moved in 2010. If achieved, the total would give Chrysler about a 12 percent share of the estimated market of 12.7 to 13 million light vehicle sales and its highest volume since 2007.

Fred Diaz, Chrysler’s lead executive for sales, told dealers attending the National Automobile Dealers Association convention in San Francisco the company plans to have all the new vehicles in the pipeline by the end of the first quarter and that dealers should place their orders soon to have inventory on hand.

Chrysler, which also wants to reduce its dependence on fleet purchasing for passenger car sales, said it will spend the money necessary to help dealers meet sales targets including a 68 percent increase in advertising spending.

Bill Cawthon grew up in the auto industry in the 1950s. His Dad worked for Chrysler and Bill spent a number of Saturdays down on the plant floor at Dodge Main in Hamtramck. Bill is also the U.S. market correspondent for, a British auto industry publication, and a member of the Texas Auto Writers Association, which has named the Jeep Grand Cherokee the “SUV of Texas” several times and named the Ram 1500 as the “Truck of Texas” two years running.

Bill has owned five Plymouths (including the only 1962 “Texan”), one Dodge and one Chrysler and is still trying to figure out how to justify a Wrangler. He also has owned at least one of every 1:87 scale model of a Chrysler product. You can reach him directly at (206) 888-7324 or by using the form.

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