Move along, nothing to see here
Well, this is exactly the problem. FCA has been milking Jeep brand equity for short term sales and profits but at the same time mortgaging the long term health and future of the brand. Basically it makes them money right now to slap the Jeep name on everything rather than spend time, money, and planning trying to build equity for their former core brands.Hard to argue that, except that the reason it's so loaded up is that if they sold the Renegade or Compass as a Chrysler or Dodge, sales would presumably be much lower.
Branding is a poison to supply-and-demand curves and assumptions of buyer rationality.
Wonder why I'm not a fan of either Mike Manley or Sergio? Look what the two of them combined have done to Jeep and the Chrysler/Dodge brands over the last 10 years.