Rumormill: Chrysler lineup to shrink by five
What was hinted at in February by then-CEO Tom Lasorda, then hinted at again in September by new CEO Bob Nardelli, is now simply waiting to happen: Chrysler LLC is going to reorganize its product line and probably start by axing around five models. No one will say exactly which models will return to dust, but it is suspected that the Chrysler Pacifica, Dodge Dakota, Jeep Commander and Compass could be headed to the guillotine, while the Chrysler Sebring and Dodge Durango wait on Death Row for their final appeals to be decided.
The reasoning, as laid out by President and Vice Chairman Jim Press, is that Chrysler has "models that overlap, where we have two or three vehicles that serve the same market segment and maybe the same customer and actually compete with each other to some extent. We also have markets where we have insufficient coverage, where we don't have enough product." According to Press, the branding makeover aims to see Chrysler doing upscale, Jeep handling rugged and off-road, and Dodge putting out high-volume cars and trucks.
[Source: Detroit Free Press]
Word is that if Chrysler can completely remake the Sebring, the car could make it to the next round. If, however, a Sebring redesign turns into a financial mess, then it could be scrapped. As for the Durango, sales of the once trendy SUV have dropped 30% this year, and the factory where it's built is scheduled to close in 2009. The UAW didn't manage to win the same plant guarantees and lineup plans from Chrysler that it got from GM, so it doesn't have an exact idea of what it will be building, or where. Frankly, we think this is the kind of painful-yet-necessary restructuring needed to get domestic consumers' full attention. Hopefully Chrysler comes out with the kinds of new products that we know they're capable of.
Reader Comments (Page 1 of 6)
dakotaviper 12:33PM (6/01/2009)
Here's the way I see it. Chrysler could get rid of several models and survive. Gone should be the non-Jeep SUV's. Why keep the Aspen, Durango, and the Nitro when the Jeep brand is a much better option in regards to viability. For Jeep, I'd keep all versions of the Wrangler (they still sell them as military vehicles), the Grand Cherokee, the Liberty, and maybe the Commander (renamed Wagoneer). For Dodge, I'd keep the Ram, Dakota (but smaller), the Avenger, the Charger (Police buy these alot), the Challeger (need something to compete for the Camaro and Mustang buyers), the Caravan, and possibly the Sprinter. For Chrysler, keep the 300, but not much else. Spin-off the Viper as a limited production company. Many Fiat models could replace all of the rest.
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RACER X 3:38PM (10/17/2007)
Its good to see they're recognizing their mistakes and correcting them. Though it would have been better to not waste millions in R&D on the cars in the first place, but still better late than never.
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J.Crew 11:23PM (10/17/2007)
Exactly. I am glad they are looking at things using logic. Now they need to get some new designs, improve the quality and start selling more cars.
Lily 12:29PM (10/23/2007)
As an owner of a sebring and a Durango I can agree with some "re-modeling". I absolutely HATE our Sebring. My husband bought it for his run-around car for the gas mileage but its crap on the inside!! I once had a Chevy Cavalier that was nicer!! But I love my Durango-this is my second one. We have 4 kids so its great for the family- and its completely loaded down. And the MDS Hemi gets decent mileage. My 05' had the 4.7l and got almost 23mpg and was peppy!! So I cant say I'll be hurt if they do away with the Sebring. My husband wont buy anything but Dodge/Chrysler so Im kinda stuck with my Durango. Unless we go the minivan route...and Im too young for that!!!
1337 3:51PM (10/17/2007)
Why not ax the Aspen?
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Jonathan 3:58PM (10/17/2007)
The Aspen was just introduced last year and is a geat vehicle.
1337 4:00PM (10/17/2007)
The Aspen is a slightly restyled, overpriced Durango. The Durango is unimpressive, and the Aspen is not a viable competitor to any SUV in its price range.
Sandeep 4:01PM (10/17/2007)
why restrict it to price range? I'd say it's not competitive, period.
hello 4:37PM (10/17/2007)
The aspen is a great vehicle? Please tell me you're not serious. The durango is awful, the aspen is awful, and they are a hideous sight on the open road. Until recently they had an anemic, poorly designed, fuel hungry V8 which only added to the awful aura surrounding the cars. Look at the nose, tail, and general shape of those heavy beasts. While the aspen isn't near as bad as the durango, they are close enough to bear a shameful resemblance. Look also at the rubbermaid quality interiors. They, along with Ford's awful Explorer (or Toyota's "Highlander", are relics from another automotive age - the 1990s, when consumers had poor tastes. Lets hope the languishing sales of all of those vehicles - but especially the X-ler ones - make the companies reconsider their production.
Too bad the avenger and sebring won't get the axe. I am offended and astonished that people actually buy them. Then again, most that you see on the road feature an enterprise/hertz sticker.
jgp 4:59PM (10/17/2007)
I don't like either the Aspen or the Durango, but I'd rather kill the Durango and keep the Aspen than kill the Aspen and keep the Durango.
At least the Aspen's styling is slightly elegant, while the Durango just looks like a pig.
Jonathan 8:13PM (10/17/2007)
Sorry I typed geat vehicle by acciddent. I ment to type great vehicle.
John P. 3:53PM (10/17/2007)
it does sound like a pretty good plan.
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BLS 3:55PM (10/17/2007)
Too bad for the Pacifica. I always liked those. They should have never done the Commander and instead done a Grand Wagoneer off of the Pacifica.
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Sandeep 4:03PM (10/17/2007)
I always had a soft spot for the Pacifica- the car had a lot of potential that was never realized. A mid-cycle design refresh really should've fixed the quirks and made it a competitor, but Chrysler had already given up by then.
Jonathan 3:58PM (10/17/2007)
Chrysler should not discountinue the Aspen, Crossfire, Dakota, Durango, Sebring, Compass, Commander, or Pacifica.
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1337 4:01PM (10/17/2007)
Evidence?
Eek 6:15PM (10/17/2007)
The Crossfire's been discontinued for a while.
John S 12:17AM (10/18/2007)
The Crossfire has not been discontinued. Get your facts straight, there was an 07 model and I think there is even an 08 model... However, it SHOULD be discontinued.
Rick 7:08PM (10/17/2007)
They should kill off the Dodge Caliber as well, but killing the Pacifica is a head scratcher. I don't like american cars much, but I've always secretly admired the Pacifica.
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MC 3:58PM (10/17/2007)
This is a good plan...except for the fact that many of these vehicles just came out. They'd better have some fresh product in the works as well.
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