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With Project Genesis in full swing, new revelations from Steven Landry, Chrysler executive vice president for North American Sales, have shed some more light on the corporate strategy to trim waste and turn the company around. As of now, dealers are under the belief that the automaker intends to cut its lineup by one-third to one-half. Supporting that assumption, Landry told a crowd at Northwood University that "twins" -- vehicles built on the same platform yet are sold under different brand names -- are out (think Jeep Liberty / Dodge Nitro). As Chrysler has more than a handful of twins, sold under several different brands, their dilemma will be in choosing which twin gets the axe, and which gets to survive.

[Source: Detroit Free Press]

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    • 1 Second Ago
      • 7 Years Ago
      Finally smart thinking!
      • 7 Years Ago
      Ah ... I remember back when the only difference between a Dodge, a Plymouth, and a Chrysler was the direction in which the line ran on the grille and on the tail lights ;-)
        • 7 Years Ago
        I soooo don't miss the 90's when it comes to cars.
      • 7 Years Ago
      I disagree with Chrysler. Twins or triplets have their purpose. Like many say, dodge is for the working class and Chrysler is suppose to be for the upper class or older class that want comfort. Dodge caravan has a panel van for the work force. Caravan also has budget models for affordable people mover. Town and country has the better interior.
      Between Liberty and Nitro I think there isn't any competition between the two. Liberty draw the off road group + body style is attractive to a few. The Nitro has a few gadgets the Liberty doesn't and some like the look a lot better. It keeps people employed at the same plant. I think if one were to be axed, those people that would consider the axed vehicle would probably choose another company over buying the surviving vehicle. Maybe 5% may by the other vehicle. I just think someone would just buy the competition instead.
      • 7 Years Ago
      Once again, as a long time Dodge fan and purchaser of a new SRT8 Challenger, the problem is in some of your designs. While some cars like the 300, Challenger and the Ram are some nice designs, the rest of your lot is fugly beyond belief. You have the same look to most of your vehicles like the new breadbox looking minivan now spread to the Dodge Ram. Lots of companies have 2-3 brands with similar vehicles. Its like one day someone got tired of nice looking vehicles and decided to redesign the entire line of vehicles with something not as attractive. Weird. Aside from the Challenger, I dont not even consider Dodge anymore when looking for a car.
      • 7 Years Ago
      First, Chrysler needs to hire Cire. He shows far mors insight and prouct knowledge than anyone I have heard from the corporation.

      Second, whil I agree with virtually 100% of what he says, I also think they need to bring Plymouth back. Chrysler (the label, not the corporation) will never be "upscale" as long as it is the dumping-ground for low-end products.

      JEEP - all vehicles should be off-road capable;

      DODGE - should exploit its "performance" image;

      CHRYSLER - should be the upscale brand; build on (and expand) the 300 base. Why was this minitial sales success never expanded into more models?

      PLYMOUTH - the "value" brand; a great name for minivans and intro-level models. The PT-Cruiser style belongs to Plymouth... it never looked like a Chrysler!

      • 7 Years Ago
      Some deletions I'd have no problems with.

      Others... well, of the LX cars, would they go from 3/4 to 1? Those cars are mechanical twins but look very little alike.

      Of the JS cars, well, they can eliminate the Jeeps; none of the others (except maybe the Avenger/Sebring) overlap really.

      It will be interesting to see how this one unfolds.
        • 7 Years Ago
        What's wrong with the Patriot? It's filling the niche the Cherokee used to fill.

        I'd agree about the Compass, however. It's the only non-trail rated Jeep and it's just a failed attempt at making a CUV.
        • 7 Years Ago
        My wife got a Jeep Compass as a rental and didn't care for it at all. My problem with it (never drove it) was that it's name is "Compass" and it doesn't have a f-ing compass in it. WTF!
      • 7 Years Ago
      In terms of twins, I doubt it means to not share platforms. I believe it means to reduce the number of cars that are basically straight rebadges (i.e. much mentioned T&C and Caravan). There is really no difference in exterior between the two. Even Toyota which rebages the ES350 from the Camry has exterior and interior difference that distinguish the two. I've rented and driven base T&C and they're no different in fit-n-finish than any Caravan, and that's a BAD thing !!!!
      • 7 Years Ago

      Axed: Jeep compass, Dodge Nitro, Chrysler Aspen, Chrysler Sebring, and Chrysler Town 'N Country.

      Kept: Jeep Liberty, Dodge Caliber, Dodge Durango, Dodge Avenger, Dodge Caravan.

      Chrysler needs to come up with more unique up-market vehicles for the Chrysler brand and not just dressed up versions of Dodge vehicles. Most Chrysler cars are better as Dodges anyway, although the Nitro is fugly so the Liberty would be the better one to keep.
      • 7 Years Ago
      Most the cars that are logical to cut end up being at the chrysler end though. By name alone the durango will beat out the aspen, the caravan will be left and the town and country cut. Then there's the inevitable demise of the pt cruiser. The convertible's already been axed, the pacifica's done, and the crossfire's dead. That leaves chrysler with the 300 and 2 sebrings.

      Assuming the nitro gets axed, dodge ends up with

      Caliber, Avenger, Challenger, Caravan, Journey, Charger, Dakota, Durango, Ram and the upcoming demon. Then there's this small car from nissan which will probably end up a dodge.
      • 7 Years Ago
      I think if the liberty were axed, people would ether buy the 4dr wrangler or buy a land cruiser or maybe a mercedes GL or ML. If the Nitro were to be axed, some may buy the liberty, or maybe Rav4 or mitsubishi outlander.
      So I think they should be glad they sell both to put so many people to work.
      • 7 Years Ago
      Gee... its about time they did this. Stop making crap! Design the cars like each one is a complete design without cutting corners, and build a real brand with authentic products - not a rebadge!
      • 7 Years Ago
      For at least forty years now I have been hearing of the death of badge engineering, but it is a very cheap way of getting a little bit more mileage out of a single basic design. I don't really care one way or another. Sometimes, the newly badged car looks better than the original one.
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