Chrysler to become more luxury, Dodge to become more sport, Jeep to stay as is

Fiat SpA and Chrysler CEO Sergio Marchionne, plans to release a new 5 year business plan outlining Chrysler Group’s product overhaul in November. According to some early interviews with Chrysler executives, Automotive News found out three main things that may be outlined in Nov.

- Chrysler: Brand will become more luxurious… more luxurious than Cadillac.
- Dodge: Brand will become known for its driving dynamics.
- Jeep: Will remain as is with some Fiat technology.

“We’re going to have to offer a broad array of products across...
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sdcarguy - 9/22/2009 10:54:56 AM

+1 Boost

Duh

Lexurious - 9/22/2009 11:23:40 AM

+1 Boost

more luxurious than what? a hyundai?

bmwdrvr - 9/22/2009 12:44:05 PM

-1 Boost

I seriously doubt Chrysler will become a Cadillac competitor, they have to many low end vehicles to truely challenge them. It would make sense though for the Chrysler group to have a luxury line and allow Dodge, and Jeep to sell the mainstream cars.

AudiNewEngland - 9/22/2009 2:25:07 PM

+1 Boost

Who cares...

Lexus is to old people as ____________ is to poor people.

A: Hyundai (and for the sake of this article, Chrysler would be an acceptable answer also)

I almost liked this place better as BMW-spies rather then Hyundai-spies. Since when does Hyundai have so many people sticking up for it? I'm all for the underdog, but come on...it's Hyunai

MSP6 - 9/22/2009 12:44:38 PM

+1 Boost

Haven't they already tried that 15 years ago ? Than they changed their mind and decided that Chrysler was the car brand and Dodge was to become a truck only brand (except for the viper), then changed their mind again and decided that Dodge was more the "sport" brand ?

bfghemicuda - 9/22/2009 2:23:33 PM

+3 Boost

Great move. What the article did not say is that the dodge name will be for autos and a fifth brand [RAM] will be trucks. With any manufacture, the main model name should stand for a purchasing catagory. And if Chrysler is to be "a luxury brand" they need to reach higher than Caddy otherwise the media will be comparing with caddy and yanking straws.

freshseth83 - 9/22/2009 5:37:39 PM

+2 Boost

it's like FORD, Lincoln is supposed to be Luxury, but they have an entry level MKZ MKX or whatever letters they are. If Chrysler is to become more luxury oriented they will have a good start with the 300. take that and base your cars off of it. Upgrade the 300 a little more with better materials make it 10k more than what it is. make another model the 200, like the concept make it into a between 5 and 3 series car, then make a lower model or coupe. Take the Viper brand and make it into it's sports brand instead of calling it dodge. take the dodge brand and make it into the toyota competitor. Take the Trucks and badge them RAMS, Full size 1500 and up, call them 2000. Then take the small size Dakota and call them 1000. something along those lines.

veyron1001 - 9/22/2009 6:46:56 PM

-1 Boost

Overweight, numb handling and a lazy engine is not a sports car Chrysler.

bfghemicuda - 9/23/2009 6:32:15 PM

+2 Boost

HS The PT Cruiser prototype was origonally a Plymouth along with the Prowler. Neither was ment to go into production. There was an overwhelming positive response for the PT so is was built. When the Plymouth brand was discontinued the Prowler was stopped [ never was a high volume vehicle ] but the PT was and has always been a good seller and would not fit in the Dodge brand because the Viper filled that nich so the PT was now a Chrysler. Weather it was wrong or right, thats where it was. And HS If the PT in your driveway is so bad SELL IT!!! and buy another Hyundai.