Battle Royale: If GM and Chrysler merge, which models survive?
by John Neff on Oct 27th 2008 at 7:55PM 
Click above for the Battle Royale between GM and Chrysler models
At first we thought the idea of a merger between General Motors and Chrysler LLC was laughable. We still do, but persistent reports to the contrary have us fearing that this marriage just might happen. Combining these two automakers would be a messy job, as many models on both sides of the fence compete directly with on another in the marketplace. If the merger does happen, someone may have to sit down and decide which models stay and which go. We decided to play arm chair auto executive quarterback and hold a Battle Royale. We've pitted model against model in 12 segments in which GM and Chrysler compete directly. In this thought experiment, only one model in each segment will survive to see the New World Order. Get to clickin' below to find out which ones make it.
Click here for Match 1: Chevy Cobalt vs. Dodge Caliber
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Reader Comments (Page 1 of 6)
iQuack 8:06PM (10/27/2008)
What possible good would come of a GM/Chrysler merger? GM already has too many brands, so adding more makes no sense.
Seems to me the weakest domestic auto company will declare bankruptcy first, then the next. Perhaps one company left standing will have enough market share to make a profit.
Merging different pieces of doggy poo doesn't create a chocolate cake!
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Dave 11:46PM (10/27/2008)
This merger(buyout) could actually be very beneficial for GM.We all know that they want the cash and the minivans would be a bonus.
As to the rest of the bargain; it would allow GM to sell Hummer to the highest bidder, several million dollars. They could then supply Hummer dealers with Jeeps to sell. Better brand status and no huge dealer buyouts needed. Chrysler has already signed to build the next Nissan truck. Sell Dodge, except Viper to Nissan/Renault. Again, no expensive dealer buyouts. Sell the Viper brand to a tuning firm,Volkswagan AG (Lamborghini - ironic, Chrysler used to own them), or FIAT - They already own Alfa, Masseratti and Ferrari. They then could move Cadillac up market to Bentley territory and slot Chrysler in Cadillacs spot. No dealer buyouts neccesary and added income on the Dodge, Hummer and Viper sales.
Karan Shah 12:14AM (10/28/2008)
maintaining a brand isn't as expensive as producing two different cars, nor is it as cannibalistic. There's really nothing to a "brand" besides a name. But the value that people assign to that is what leads to sales.
Besides, if they do merge, you can expect massive layoffs. Overall, it'll lead to a company that'll be not much bigger than GM is now, but one with a stronger product portfolio. Naturally, this could be too little too late, as it usually is by the time companies consider mergers, but it might help.
Omer 12:34AM (10/28/2008)
"move Cadillac up market to Bentley territory and slot Chrysler in Cadillacs spot." LOL hahahaha.. you are kidding right??? lol
Joe 8:19AM (10/28/2008)
Actually, Karan, maintaining a brand is EXTREMELY expensive. Brand perception is everything, and a huge portion of a company's marketing budget goes towards it. Imagine how Coca-Cola's brand perception would suffer if people found out that the cans were made in China, and contained lead. Then imagine how expensive it would be for Coca-Cola to reduce that negative impact and increase their brand perception to where it once was.
Ford felt this in the early 00s with the infamous Firestone recalls, something they had NOTHING to do with. Bridgestone/Firestone screwed up, yet Ford was the one left with the black mark on it. There was nothing inherently wrong with the Explorer, its traction control systems, or its rollover probability, the issue stood with the tires. Ford found their supplier in Firestone, Firestone spec'd out a tire, and the tire was bad. Explorers shod with Michelin tires didn't have ANY of the problems that the Firestone shod vehicles did.
But yet people still call them Exploders, more than five years after the fact.
AZZO45b 8:08PM (10/27/2008)
The Chevy & GMC pick ups outsell the Ram.
Camaro has more "history" than the Challenger
Hummer & Jeep would be re-united (Jeep owned American General)... GM might get a better price than they would have got for just Hummer.
Chrysler is already attempting to SELL Viper... Plus Corvette has the history... don't need BOTH.
GM is buying Chrysler for their reported cash & or Cerberus controls a chunk of their credit (GMAC)
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Dylan 11:44PM (10/27/2008)
GM fanboy eh?
its much more likely that the hummer will disappear, the camero and challenger is a toss up which means they'll keep them both, probably as up market items. The corvette will win out over the viper and the chevy pickups are much more current than the ram which still has that mid-90's look to it.
Either way though putting two f-up companies together doesn't mean they'll be more successful, in fact its probably the opposite of what they want to be doing right now.
AZZO45b 11:07AM (10/28/2008)
You a Chrysler fan boy Dylan? I stated cold hard BUSINESS facts. You also agreed with what I stated... so perhaps you are a GM fanboy too???
FYI: The 2009 Ram is brand new, has features the Chevy & GMC truck only wish they had... 90's? Hardly.
I said Jeep would be combined with Hummer & SOLD. If I think BOTH would be sold HTF am I cheerleading for GM???
Compared to Camaro, the Challenger is a limited production model. They would not keep both... what sense does that make?
Chris72b9 8:13PM (10/27/2008)
I couldn't see them giving up the Viper or the Vette. Same goes for the Silverado. GM would not scrap that.
I say, get rid of the cars/SUV's that aren't selling, then re-evaluate whether you'll even be forced to choose between the Viper and the Vette, the Silverado and the Ram, the Camaro or the challenger.
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AZZO45b 11:38PM (10/27/2008)
Chris72: Viper will be sold by Chrysler but, even if it isn't... do you seriously think GM is going to keep both?
Corvette's almost 60 YEARS trumps the Viper's 15+. The Corvette actually makes $$$ & even its racing history is longer.
GM politics would kill the Viper or at the very least... finish the sale Chrysler has started.
Carguy 10:57AM (10/28/2008)
"I couldn't see them giving up the Viper or the Vette. Same goes for the Silverado. GM would not scrap that.
I say, get rid of the cars/SUV's that aren't selling.."
You mean, like the Viper and the Vette?
AZZO45b 11:48AM (10/28/2008)
Carguy... Chrysler has been looking to sell Viper so WHY would GM keep them?
NOTHING is selling but GM's Corvette plant in Bowling Green uses an assembly line, & can produce 50,000+ Corvettes a year.
Viper is generally hand built & the Connor Ave. plant in Detroit could maybe produce 5,000 Vipers a year. Current Vipers, selling for 90K were not exactly moving right now... still stand by your claims???
Cray 8:13PM (10/27/2008)
Neither, It would do absolutely nothing.
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Gabagool 8:14PM (10/27/2008)
Needless to say Wagoner will kill everything but Jeep.
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SeattleJeremy 8:15PM (10/27/2008)
The G8 is being discontinued after it's 5 year run, it's already been decided.
The XL platform will likely stick around though, the next generation is almost ready anyway (along with the Jeep Grand Cherokee bits).
However I completely agree with the Camaro vs Challenger. The Challanger is a goner.
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Billy C. 8:19PM (10/27/2008)
Of course this deal makes sense. Some car buyers will only consider American cars - GM wants to buy those customers, and prevent someone else from buying the dealer network. Chrysler and Dodge are history already. Only Jeep will survive. What about the Grand Cherokee?
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Hike15 8:29PM (10/27/2008)
they could base the next grand cherokee off the lambda platform but thats not likely because it would kill the offroad capability
its more likely to be based off the silverado or ram in order to keep it alive
Insider 8:48PM (10/27/2008)
The Grand Cherokee gets an all new platform in 2011 and the plant that builds it is in Detroit.
I'd expect to see the Grand Cherokee solider on pretty much unchanged if GM and Chrysler merge.
The only thing I can see them doing is replacing the Engine and Transmission with GM sourced ones. But does GM have Transmission that can mate to the Jeep 4WD system? Worst case you have to keep the A580 Transmission, but the Engines would go GM, HF V6, Vortec, and LS3 for the "SRT8"
Stuka 8:18PM (10/27/2008)
Ok, for the trucks, this is what should be done.
For a half ton, keep the GM. It does have coils in back (maybe transfer this over to the Silverado), but its a great half ton truck, only being outdone by the F150.
However, for 3/4 and 1 ton's, the GM is a joke. It has tiny breaks compared to Ford or Dodge, it has an ancient torsion bar front IFS suspension that has a poor ride and is known for being weak. The Dodge has a coil sprung solid axle that rides far better, has way more wheel travel, and is much much stronger. THEN, there is the engines. The Isuzu engine offered in the GM's has a lot of HP, but very little grunt compared to the big Cummins inline 6 offered in the Dodge.
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Golferal 1:59PM (10/28/2008)
Complete drivel. The suspension in the Dodge is utterly punishing and uncomfortable unless you're towing. Even then, it's way inferior to both Ford and GM's setups for ride comfort. Plus the engine noise level on the Dodge is about that of a Peterbuilt. And there is no better HD transmission than the Allison unit in the GM. Both Ford and Dodge trannys are garbage.
I do prefer the looks of the Dodge to the other two, though.