Dodge isn't going anywhere. Despite some rumor and speculation over the future of the crosshair grille and the cars that wear it, Dodge brand boss, Tim Kuniskis, sat down with TheDetroitBureau.com, explaining that the marque isn't going anywhere. His sentiments echo those of SRT boss Ralph Gilles, who told a group of enthusiasts in July that "Dodge is here to stay!"

Dodge's death won't be "a part of a master plan to consolidate brands," Kuniskis told TheDetroitBureau.com. Instead, the brand, which is ultimately under the command of Fiat/Chrysler CEO, Sergio Marchionne, will likely ditch some of its badge-engineered models, like the Dodge Grand Caravan. A more focused Dodge, which was something Gilles has already hinted at, will likely see it exploring areas of the market that haven't been exploited by other Chrysler brands.

Kuniskis, not surprisingly, wasn't willing to delve into any detailed product plans, telling TDB that the size of the brand's lineup "remains to be seen." Regardless of how big the brand actually ends up being (it is presently Chrysler's volume brand – and not by a little), hopefully the statements from Kuniskiss can put the rumors of a Dodge closure to bed.


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  • 36 Comments
      Justin Campanale
      • 1 Year Ago
      Dropping Dodge would be just about the stupidest move possible, possibly the stupidest move EVER made by an automaker EVER, and with all of the stupid decisions in the history of the auto industry, that's really saying something. Dropping Dodge would be akin to Ford drooping its namesake brand and making Lincoln mainstream. Each brand in Fiat/Chrysler's portfolio has its own unique traits and its own market. All of its brands, even Lanica, should be kept around for the foreseeable future. Fiat: In the US, a brand centered around Euro-centric quirky small cars catered towards urban customers. Everywhere else, a rather cheap brand making mainstream cars with a premium sub-brand(the 500 line) Competes with Mini and to an extent, Scion. Dodge: U.S. only brand. Mainstream competitor for the Detroit Big 3, VW, and the Japanese mainstream brands, but with a hint of sportiness and attitude. Chrysler: Slightly upscale brand centered around technology and luxury. Buick, Acura, Volvo competitor. Lancia: Italian upscale brand, EU only. More coming soon. Opel, Volvo, European Ford competitor. Jeep: global SUV brand. Trail-rated offroaders. Alfa Romeo: sporty Italian upscale brand. BMW competitor. Maserati: High end Italian luxury with a hint of sport. Aston Martin & Porsche competitor on high end, Jaguar and MB competitor on low end. Ferrari:l'ultima vettura sportiva italiana
      Technoir
      • 1 Year Ago
      I just don't get their decision to split Dodge from Ram and make it (Ram )into a truck brand exclusively.
        jtav2002
        • 1 Year Ago
        @Technoir
        Especially when they're sold at the same dealership and I'd be willing to bet a giant chunk of the general consumer population doesn't even know it's a separate brand now.
        Bassracerx
        • 1 Year Ago
        @Technoir
        it worked for gmc
          Technoir
          • 1 Year Ago
          @Bassracerx
          Sure, but chevy still makes trucks as well. I feel like Dodge lost an important element by dumping the Ram nameplate from its lineup.
      Cruising
      • 1 Year Ago
      Dodge needs a new memorable logo/mascot, the ram was very memorable they need something consumers can identify with. The ram was more then a symbol it represented everything the Dodge brand was about, now we just have DODGE //, meh.
      thatitaliankid321
      • 1 Year Ago
      Ditching the grand caravan is as wise as Chevy getting rid of the Suburban. there is a REASON why they are still around post bankrupcy. Im still Wishing for Chrysler to bring back the PJ platformed Eagles
      FuelToTheFire
      • 1 Year Ago
      I've already said it;I'm going to say it again, there is NO reason to keep Dodge around. Fiat makes small affordable cars Chrysler makes midsize to large affordable cars Ram is now a seperate brand Sporty cars are now SRT branded Just kill Dodge already
        jonnybimmer
        • 1 Year Ago
        @FuelToTheFire
        "Chrysler makes midsize to large affordable cars" They make a compact that even rental companies would be hesitant to buy, a badged up Caravan, and the 300C (which is an ok full size sedan). That's it. Dodge on the other hand has the new Dart, Charger, Challenger, Durango and Grand Caravan. They also have the Avenger and Journey, even though they're pretty weak models. Point being, Dodge has many models, a strong brand attachment (especially with their R/T line) and a fresh new face. Why would Chrysler want to drop their primary selling brand?
          Bassracerx
          • 1 Year Ago
          @jonnybimmer
          what was the compact? the 200 that is classified by the epa as a "full-size" vehicle
        William Flesher
        • 1 Year Ago
        @FuelToTheFire
        You can say it as many times as you like, but it's still ridiculous. Keep adding "fuel to the fire". It only makes sense, as your comments are going down in flames.
      cololx6
      • 1 Year Ago
      I still don't know how wise the plan is to drop the Grand Caravan. It's not competing with the Town and Country for the same customers; they have disparate features and pricing structures. If they just leave Dodge shoppers twisting in the wind, those shoppers will go elsewhere. If they dumb down and price down the Town and Country to meet Dodge shoppers' needs, what's the point of badging it with a "luxury" marque?
        express2day
        • 1 Year Ago
        @cololx6
        Agree. The Town & Country would be better suited to become a premium crossover while the Grand Caravan with its 30 year history as a mini-van would be best to continue as a mini-van.
      ebonyblazer
      • 1 Year Ago
      Chrysler is using one-dealer-one-roof shopping for its domestic core brands. Not only could they nix Dodge pretty easily, but they could replace it amongst Chrysler dealers who own Fiat showrooms. I'd believe them just as much as I would Bob Lutz when he said 'Pontiac will be nourished with products'. 'Dale Gribble Chrysler-Ram-Jeep', 'Chrysler-Ram-Jeep of Arlen', '...available at your Chrysler-Ram-Jeep dealer'. Too neat and tidy for marketing at the local and national levels. (Now, what to do with the Charger and Challenger...)
      jonnybimmer
      • 1 Year Ago
      I'm surprised "dropping Dodge" has ever even been mentioned considering the amount of effort put into turning the company around. Personally I'm still not won over enough to consider one for myself, but they are lightyears ahead from the sad company they were 10 years ago (Viper and Cummins excluded, of course). If anything, Chrysler would be the brand I'd drop in a second if not for the 300C. A 3 car lineup is just pathetic, even barely-alive (in the US) Mitsubishi has more to offer than that.
      Kimura
      • 1 Year Ago
      I don't see why this is so difficult. Dodge: Mainstream vehicles with a sporty flare Chrysler: Premium vehicles Jeep: Jeep I still think Ram should be under the Dodge portfolio and not its own brand, and SRT vehicle shouldn't be their own brand. It's not AMG SL63, it's Mercedes SL63 AMG. It's not V CTS, it's Cadillac CTS-V, and so on. But that's me.
        Bill Burke
        • 1 Year Ago
        @Kimura
        I kind of agree with you. Let's face it, the European automobile and American automobile cultures are different and just as Daimler didn't fully get it, Fiat will have some problems with "translation" and integration. Suggestion, call it "Ram Truck by Dodge" and keep the Truck and Ram linkage but not loose the tradition of Dodge. Everyone I know still calls the Ram trucks Dodges anyway. No harm no foul here just a cultural adjustment needed here. SRT, in my opinion, was a way to move Ralph Giles out of Dodge and give him a brand in exchange. Suggestion, keep the SRT as a separate performance unit focused on performance development and unique styling cues for all the Chrysler Group vehicles but not a brand. Ralph will still have his division and no harm, no foul. I fully agree with the breakdown of Brand focus. Simple indeed. Just need some translation. The Fiat guys seem sincere and Americans need to speak up and explain, you may not get it, but that's America, trust us on this guys, no harm, no foul.
      thomas.leopard
      • 1 Year Ago
      Chrysler should drop Chrysler.
      bootsnchaps60
      • 1 Year Ago
      Bring back DeSoto as a super luxury brand.
      MAX
      • 1 Year Ago
      Aim Dodge at the young at heart, single people, car enthusiasts and first time buyers. Quit Dodge MPV's and keep the Dart, the new RWD Avenger, the Charger and the Challenger. Put an emphasis on rear wheel drive except for the affordable youth oriented Dart entry car. Aim Chrysler at the family market selling safety, convenience and technology with a touch of upscale. Aim at Volvo and Acura intenders at a mass market price. Make the Town and Country a TraversePthfinderExplorer competitor. Make the minivan a "Chrysler Grand Caravan" . Give the Journey replacement to Chrysler. Mpve the 300 more upscale sort of it's own brand. The Durango can stay Dodge until 2017 when the GRand Wagoneer takes over or keep it as a rear wheel drive specialty vehicle Dividing them like this allows very focused advertising and marketing. In the short run, keep the Avenger, Dodge Grand Caravan and Journey around as price leaders as long as it makes sense.
        Justin Campanale
        • 1 Year Ago
        @MAX
        1) I think they can successfully sell both a Dodge and a Chrysler minivan. The Dodge needs to be a much sportier van- Dodge should try stealing a few engineers from Porsche who worked on the Cayenne(arguably the world's first sporty SUV)- and see if they can make their minivan sporty. The Dodge would have a much lower price, starting at about $23 k and ending up at about $31 k. The Town and Country should start off at $32 k and end up at around $45 k. The Town and Country should get a much more elegant look, completely different from the Caravan- a design with cues from both the 200C concept and the current 300. 2)The Dart is big and expensive for a C-segment car. If they make a smaller stripper Charger with a turbo-4 engine, they can eat away D-segment market share from both ends. 3) They should use the D-Evo to make a midsized, 2 row crossover under the Chrysler brand, Starting at $34,000. Somewhat like an upscale Ford Edge. 4) The Grand Wagonner wil reportedly be MUCH more upscale than the Durango, with prices starting in the $40s to compete with luxury SUVs. More recent reports have indicated that the Durango is here to stay to compete with budget SUVs, while the Wagoneer will target the Q7, MDX, X5, and JX. 5) The Challenger can be kept as a higher priced, lower volume, bigger alternative to the upcoming SRT Cuda, with only Hemis for the powertrain. Sorry about any typos, using my phone to comment.
        Bassracerx
        • 1 Year Ago
        @MAX
        so dodge is the new pontiac?
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