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.
- Jeremy Korzeniewski
- Jun 24, 2008
Chrysler's Project Genesis plan has been gaining traction as of late. The goal is to cut out redundant models between the Chrysler, Dodge and Jeep brands, which would also mean consolidating its entire product line into one dealership which offers all three marques. While there are some dealership owners fighting the strategy, The Detroit News reports that Chrysler already has fifty-eight percent of its dealerships offering its three brands, and its been able to cut out some smaller, less profit
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