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Brands still getting together

by David Zatz on

Since Daimler owned Chrysler, the American automaker has been trying to get every dealer to sell every brand. They are closer now than ever before: there are 2,302 Dodge dealers, 2,303 Ram dealers, 2,300 Chrysler dealers, and … 2,275 Jeep dealers (based on Automotive News data). Overall, there are 2,390 dealerships selling Chrysler brands, which means there are still at least 115 dealerships without all brands.

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Overall, Chrysler brand added 27 dealers, Dodge added 24, Jeep added 31, and Ram added 24 from January 1, 2013 to January 1, 2014.  In comparison, GM had 3,035 Chevrolet dealers and Ford had 3,118 Ford dealers at the start of the year; Honda had just 1,042 and Toyota, 1,468 for their namesake brands. Looking at full lines, GM had 4,300 dealerships; Ford, 3,264.

The relatively small numbers of import brands help them to have more cars sold per dealership, boosting dealer profits and allowing more investment in physical plant. This is one reason why GM and Chrysler both tried to pare down their dealer base in 2008. In 2013, Toyota sold 1,590 cars/dealership, and Honda sold 1,307. If one assumed all Chrysler dealerships sold all makes, the cars per dealership sold in 2013 would be, across all brands but Fiat, just about 770 (based on the rough approximation of adding up sales/dealership for each brand).

Fiat managed 209 sales/dealership, much lower than Mini’s 568, because there are only 119 Mini dealerships in the US, compared with 214 Fiat dealerships.

David Zatz founded Allpar in 1998 (based on a site he had begun in 1993-94), after years of writing reviews for retail trades. He has been quoted by the New York Times, the Daily Telegraph, the Detroit News, and USA Today. Before making Allpar a full-time career, he was a consultant in organizational psychology. You can reach him by using our contact form (much preferred) or by calling (313) 766-2304


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