Chrysler, Dodge and Jeep Brands to be Sold Under One Roof

How's this for astounding: Chrysler has announced a major initiative designed to eventually bring Chrysler’s three brands — Chrysler, Dodge and Jeep — into single storefront dealerships. The plan is called "Project Genesis," and was announced to dealers over the past few weeks.

We’re not sure where the company came up with the name Project Genesis, but if you saw "Star Trek II: The Wrath of Khan," the Project Genesis in that movie destroyed a dead and lifeless planet and turned it into a lush new world. Do you see where we’re going with this?

This move is also reminiscent of GM’s recent decision to make all GMC, Pontiac and Buick dealers consolidate under one umbrella. The difference of course is scale. Those three brands are not GM’s biggest sellers, and offer varied types of vehicles, while Chrysler, Dodge and Jeep are significant brands. Getting dealers to agree to the move may prove difficult and it could take a lot of time.

It also makes us wonder at how closely-related products like the Dodge Caliber and Jeep Patriot, or the Chrysler 300 and Dodge Charger, will be sold under the same roof. Despite that, we think most shoppers won’t mind getting to see more vehicles during one stop on their car shopping trip.

Update: CNBC is reporting that Chrysler will slash half of its product line-up as part of the new plan.

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Comments

[James Underwood]

I think they missed the rest of the story. The number of models will be also cut, so the the company won't have similar models under different names.

[randy]

and how is this going to work for singlepoint dodge stores with a chrysler jeep store right down the street???

[Dave T.]

Randy,
If it works like past Ford and GM consolidations the car company (here Chrysler) will either buy out one of the two shops and then charge whoever is left to add the other brands to his existing shop. That's in simplest terms of course. It can all get very complicated.

And it doesnt change the fact that its still chrysler....

[hitman1970]

Any cosolidation and reduction of dealerships can only be good for Chrysler. They are just not moving enough product per dealership right now. Since demand will not increase significantly in the long run, the only other option is to reduce the number of points of sale.

More profitable dealerships will allow them to reinvest in the dealership at a faster rate.

How many domestic dealerships are run down dinosaurs that cannot afford to refresh the interiors and add more perks for customers?

The product has improved greatly for Detroit but the dealership experience is the last large area for Detroit to put some focus into.

[MSS]

In my town, our dealership is already a Dodge/Chrysler/Jeep & Toyota. Its been that way ever since it opened and recently has had its 25th Anniversary. I think most of its life it was kept up with the Chrysler groups brands but recently has kept going good with the Toyota success.