DODGE isn't going anywhere

UN4GTBL said:

I know those are 2012/2013 surveys, but I'm wondering what the data actually represents.

For the 2012 Customer retention survey, you would have to guess that the majority of people are not coming from 2011+ refreshed Chrysler vehicles, so those numbers are actually pretty good IMO. If my Caliber was my only interaction with a Chrysler vehicle I'd never buy one again. I'd be interested to see how this changes in the next few years.

For the 2013 Vehicle Dependability Study, is that for brand new vehicles only or all vehicles? (JD Powers does a first 100 days survey right, so I'm curious if this is the data points, or if it's a more general survey) Also, I'd like to know what qualifies as a "problem" for dependability. Something like a vehicle blowing up on the highway should not be classified the same as a customer's cell phone not connecting to the bluetooth in the vehicle.

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As soon as I saw that, I was thinking the EXACT same thing. So, first, does this vehicle count a person who buys a used Chrysler, then replaces with another used Chrysler a "retained customer". Or must it be new to new, or can it be used to new??? But then to your point. This survey would almost assuredly have to be based mostly off customers largely predating 2011. And likely ranging from 2004-2010 or so if we assume the majority of owners are keeping vehicles for around 5 years. (I think that's not far from the average). So basically, during this time, DCX crippled most of the vehicles under these name plates. The Ram 1500 was never hated during the DCX tenure. Liked less, maybe. But still did ok for most of that time. And Jeep, even for all of it's weaknesses, was still Jeep.

The Chrysler and Dodge brands have been battered and beaten. The Ford and Chevy have always had the upper hand, moreover, GM and Ford had a couple years head start, arguably, to repair their brands. Currently, Chrysler as a brand is showing strides in most surveys, so I think it's ok.

Dodge - well, yes, Dodge has some work to do, but has made strides as well. Now I do think we shouldn't be so comfortable as to assume we can trust SM's words. But I also believe killing Dodge leaves him with a big product gap. So put simply, I don't believe there is much logic to it. Clearly, management is having a hard time deciding what to do with the Dodge and Chrysler brands in terms of placement. Killing Dodge would just make that worse, I feel. So, while I am not sure I have tons of faith in Sergio regarding the direction of these brands, given the sloppy direction of Jeep as well. I do hope he starts to figure it out. IF, IF it turned out there was a D-RWD Dodge in the works, that would give me TONs more faith. As it would allow them more flexibility in placing the 200, and this car. Since midsized sedans are so much the bread and butter, this alone would shore up a huge part of the brands. Give Chrysler another vehicle in the lineup, something slightly upscale (and yes, Chrysler IS upscale. 200 aside, it's hard to argue against it. Not luxury, just upscale) , and we're talking.