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FCA and US retail share

by David Zatz on

How is the former Chrysler doing in the retail market — selling cars and trucks to ordinary people?

According to leaked information, the company is actually doing fairly well, as a whole — looking at Chrysler, Dodge, Jeep, Ram, and the tiny contributions from Alfa Romeo and Fiat. Nearly half of the retail sales are coming from Jeep, but Dodge and Ram are doing fairly well.

In the 1960s and 1970s, Chrysler, without any serious competition from imports, managed a 10-18% share; in the ten years ending in 1977, they had a 16% share (GM dominated in those years, usually getting over a 50% share on its own). In 1999 and 2000, Chrysler had just a 10% share.  Over the last year, FCA US checked in with roughly an 11.5% share — make that, after Fiat and Alfa are backed out, um, around 11.2%.

Retail share is important for FCA, because under DaimlerChrysler, unprofitable fleet sales were used to mask weakness in retail sales. FCA has attacked the problem both by cutting back on undesirable fleet deals, and by making their cars more attractive to buyers.

The situation is likely to improve as FCA rolls out its more modern four-cylinder powertrains and PHEV V6 systems into more cars, updates its pickups,  Wrangler, and Cherokee, and finally, in 2020/2021, replaces its large cars. In the more immediate term, Allpar expects FCA to start gaining retail market share in March, when the new Wranglers and Cherokees make their way to dealerships in strength.

Two new crossovers are reportedly heading for Chrysler, and Dodge is continually rumored to be getting a new midsize car and more brand-consistent Durango; while Jeep’s strength will be augmented by the new Wagoneer/Grand Wagoneer.

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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