Back in January, Chrysler opened Motor Village in downtown Los Angeles. The hope was that the automaker could create a modern dealership with a customer-focused mission that would help increase market share in LA. Instead, the dealership is costing Chrysler nearly a million dollars.
Two automaker bankruptcies and a massive downturn in sales have conspired to wipe out hundreds of auto dealerships, and Chrysler retailers have been especially hard hit, as the stores who haven't been forced to close are faced with an aging product lineup and very little foot traffic.
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.