Chrysler drops plan to add 5 nameplates to its own showrooms

Article by Anita Panait, on February 6, 2013

Chrysler Group has withdrawn plans to introduce five more small nameplates into its already crowded Chrysler-Dodge-Jeep Ram showrooms. According to Chrysler’s recently disclosed revised five-year product plan, it will instead introduce its nameplates at its Fiat and upcoming Alfa Romeo dealerships. Chrysler also disclosed that it has dropped plans for Fiat in Europe to build two small cars each for Dodge and Chrysler in 2013.

Chrysler also dropped a nameplate that was to be assembled by Fiat last year. The dropping of the nameplates means that the vehicle lineup of Dodge and Chrysler brands will remain almost unchanged until at least 2015. Dodge and Chrysler brands will seek to continue attracting families who are looking for spacious sedans, minivans and crossovers.

The update revises Chrysler’s November 2009 plan. The revised plan outlines Chrysler’s product landscape through 2016. Although the revised plan says something about new vehicles and their rollout timelines, it does not pinpoint the nameplates or their segments. Chrysler chief executive Sergio Marchionne disclosed a few of the details of the plan in a conference call with analysts and journalists, saying that the carmaker will continue to rework its portfolio to meet profit demands.

During a discussion of how an extensive overhaul of the Jeep Grand Cherokee for 2014 was more expensive than initially planned, Marchionne remarked that the amount of intervention and the size of the intervention on the vehicle is “staggering.” He quipped that they will ensure that each brand has a unique character to avoid nameplate overlap in showrooms.

Topics: chrysler

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