The article points out problems such as competing models like the Chrysler Aspen and Dodge Durango to the "vaguely upmarket" Chrysler brand. Looks like the new owners will be pumping a lot of cash into ads educating customers on what's available from Dodge, Chrysler and Jeep.
Oh, and speaking of Jeep, AdAge quotes John Morel, director-product and market planning at American Suzuki Motors Corp., as saying the iconic American offroading brand has been stretched too thin. "They need to keep it pure," Morel said, which we read as "Get rid of the Compass."
Chrysler's brands have long depended on platform sharing and re-branding, so expecting that issue to go away anytime soon is probably wishful thinking. Better defining of the brands, however, wouldn't be so hard to do, and will probably be one of the first marketing pushes by any new owner. But then, it's all speculation until we actually know who that buyer will be. Stay tuned.
[Source: Advertising Age]