I'm not assuming the things you think I am. I expect them to stop their rhetoric on a dime and change their lineup over a decade. They can immediately stop calling the brands performance and people mover, those hurt the brand image and pigeon hole them in dying segments. Performance tinged and tech/comfort tinged are vastly superior to the FCA labels.You're assuming things I'm not assuming. First, I'm not assuming Dodge can swap on a dime, or that Chrysler still has a major reputation for being upscale. I don't think Chrysler can go after Lexus or Mercedes any more, and anyway Alfa Romeo and Maserati are in those slots now.
You have your imaginary Chrysler and I'll have mine. I'm not getting anything backwards. I'm assuming Dodge remains performance tinged and Chrysler remains tech/comfort tinged, and neither of them magically gains enough cachet to even try to compete against Acura — which itself is one of the least luxury of the luxury brands.
There's a reason Hyundai created Genesis instead of saying, “Well, now we have Kia for the bottom end, so we'll just magically push Hyundai up.”
Mercedes, BMW and Volvo are moving downmarket into traditional Chrysler territory. Lexus always was there with its reskinned (originally not even that) Camrys, RAV4s and Highlanders, Acura was always there too. Infiniti is on, off again and on yet again, which also applies to Audi.
I'm not talking about the big price tag RWD Mercedes and BMW models, that is what Maserati is for. As for Alfa, prior to Giulia/Stelvio it had less brand history in the US to go after those models than Chrysler, and it showed in the sales results for those models. Alfa had a history of selling economy cars in Europe with a few high performance models thrown in, and barely selling at all in the US. Swap Europe and US in that sentence and you have Dodge, a sub Chrysler brand.
Automotive Sales Data and Statistics
You keep bringing up Genesis, but it really hasn't caught on, it isn't a success story. Acura was just a rebadged JDM Honda for over a decade before anyone took it seriously, but Honda kept marketing it as a luxury brand. Chrysler has a better reputation to go after those BMW, Mercedes, Audi and Volvo models than Alfa did when Sergio started with it. It is going to take decades but the rhetoric can and should change on a dime.
Volvo S90 120" wheelbase = Imperial
Lexus ES/Acura TLX/Volvo S60 113" wheelbase = Concorde
Mercedes A/CLA 107" wheelbase = Sebring
Acura ILX/BMW 2 Gran Coupe/ Mini Clubman 105" wheelbase = LeBaron
Audi A3 103" wheelbase = Laser
Match the car wheelbases and you get this
UX/Encore GX 104" > 103" Cruiser
NX 106" > 105" Duster
RDX 108" > 107" Aspen
QX60/MDX 114" > 113" Voyager
Enclave 121" > 120" Town & Country