Remember Project Genesis? That was Chrysler's internal name for its push to consolidate all of its dealerships into single outlets carrying the automaker's entire line of Chrysler, Dodge and Jeep vehicles. That laudable goal was a big deal last year when the automaker sought to streamline its model line and bolster the cachet of each of its brands. Today? Not so much. Detroit's number tres is concerning itself more with keeping lights on and the doors open.
As much sense as it makes to offer just one entry in each market segment, Chrysler says it needs all the sales that it can get. Though this may seem like a short-sighted approach with sales dwindling and market share tanking, it's probably tough to have long-term vision when struggling just to keep the corporate three-headed dog above water.

Chrysler's decision makers still see model consolidation as the way of the future, but, assuming the deal with Italian automaker Fiat sticks, those struggling dealerships may soon be able to take on an added line of vehicles, which is an integral part of Fiat's quest to re-enter the American market.

[Source: Automotive News - Sub. Req.]


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