Dealers praise/criticize Chrysler's Project Genesis

Chrysler's restructuring plan and new plan for product development named Project Genesis is facing some expected criticism from many dealers. However, others are praising the cost-cutting, model-trimming and dealer-consolidation program that's happening as a result. As Chrysler pressures its traditional dealer network to sell all three brands (Chrysler, Jeep and Dodge) under one roof – without any financial assistance to help those already struggling with slow sales – many dealers are having a difficult time with the expense of investing in larger facilities to meet the Project Genesis requirements.

According to Chrysler, a one-brand dealer won't be able to survive with its limited vehicle offerings after Chrysler trims down its model lines (expected to be complete by 2012). This is forcing dealers to add the other brands, or shut their doors as sales slowly dwindle. Conversely, the closure of some dealers is having a positive effect on others. With padlocks now on the front doors of their competition, the surviving dealers are experiencing significant growth in vehicles sales, parts and service.

[Source: Automotive News, subs. req'd]

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