Chrysler will boost efforts to market the Dodge Charger to police departments

Article by Christian Andrei, on August 26, 2010

As part of its efforts to increase sales to government and commercial fleets, Chrysler Group is intent on selling more Dodge Charger vehicles to police departments, according to Peter Grady, Chrysler's vice president in charge of fleet sales.

In a speech at the NAFA Fleet Management Association expo, Grady said that the company has plans to go "after the police market pretty hard."

The re-engineered 2011 Charger, which will arrive in the fourth quarter, will cap sales to rental car fleets and will be focusing on government and commercial fleet sales.

Chrysler has realized that its old practice of depending heavily on rental fleets has resulted to less profitable sales and has damaged residual values. According to dealer sources, fleet sales have increased in the first quarter, accounting for 58% of total Chrysler sales.

Grady considers the fleet market "overheated" since many rental companies replaced high-mileage vehicles. Grady forecast that fleet sales would stabilize at 2.1 million units in an 11 million unit industry for this year, or about 18%.

Chrysler aims for 25% of sales to come from fleets. We will see if the Dodge Charger has a chance to compete with the 2012 Ford Interceptor!

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