Dodge Ditches NASCAR Citing Lack Of Return On Investment

It was ostensibly a press conference for Ferrari’s 2016 Finali Mondiali at Daytona International Speedway last December 4, but perhaps the biggest revelation to come out of that presser concerned NASCAR, with Sergio Marchionne, chief executive officer of Fiat Chrysler Automobiles, saying he was interested in getting Chrysler, most likely Dodge, back into NASCAR.

This came as a surprise to Dodge employees at the highest level. But given Marchionne’s revelation, the company did its due diligence, researching what a return to NASCAR would involve. Company executives met with NASCAR officials more than once, including a meeting at this year’s North American International Auto Show.

MDarringer - 7/14/2017 4:51:02 PM

+1 Boost

If Marchionne cannot afford NASCAR that is beloved to many people who buy Rams, Jeeps, and Dodges, you know the money at FCA is drying up.

For an American brand like Dodge NOT to be represented at NASCAR is insulting.

I'm surprised he didn't announce that the Giulia was going to NASCAR.

qwertyfla - 7/14/2017 7:55:08 PM

+2 Boost

If Dodge must trim the fat shouldn't they start with Marchionne -captain of the rudderless ship known as Fiat Chrysler?

CANADIANCOMMENTS - 7/14/2017 9:23:36 PM

+4 Boost

It has been a very long time since the days of win on Sunday, sell on Monday. If STOCK CARS where CARS YOU COULD BUY like they used to be, then maybe there would be more of a measureable return. Soap bar aero designs with that are wrapped with fake design features (grills) and have zero to do with the cars they portray, are of little use to car dealers or car manufacturers come Monday. And any ROI measurement likely bore that out.

MDarringer - 7/14/2017 9:53:51 PM

0 Boost

That isn't the motivation.

PUGPROUD - 7/17/2017 7:08:07 PM

+1 Boost

The ship be sinking but I doubt Captain Sergio goes down with this ship.