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Chrysler Journey and Dodge Magnum?

by David Zatz on

Speculation. One problem of making Dodge’s full lineup more consistent with its image is that the best sellers are the people-movers — the Dodge Journey and Dodge Caravan.

Long ago, product planners were going to fix that by putting the Journey name onto an Alfa Romeo Stelvio-based crossover made in Italy. The current Journey’s role as a people-moving-front-drive-crossover would go to a new Chrysler.

One way to keep repeat Journey and Caravan buyers might be moving the car names over to Chrysler. Thus, the company could launch two new crossovers at once — the Alfa-based Dodge Magnum (etc.), and the CUSW-derived Chrysler Journey.

There would still be a Journey in the showroom, three rows of seats and all; and there would still be a Caravan for Canadians and some Americans to buy. With that move, Dodge could move one step closer to being the American performance brand, and any lingering rumors about Chrysler’s viability would disappear.

That is, if buyers accepted the Journey and Caravan as Chryslers. If not, well, the long-term viability of Chrysler might be seriously discussed in Turin and Auburn Hills.

We’ve heard of a few changes in plans — vacillation between making the new crossovers Dodges or Chryslers. The Chrysler name carries more risk; the Dodge name means brand dilution. A Dodge Journey would keep revenue flowing, and a Chrysler Journey would help long term viability of both brands. Which one wins is still a matter of debate. The 2019 Caravan could just as easily be a Chrysler.

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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