Chrysler to redefine its brands to cater to specific lifestyles

Chrysler will now modify its approach to Dodge, Ram and Jeep branded cars...

The Chrysler Group has spelt out new strategy for its brands – Dodge, Ram and Jeep – which is aimed at boosting sales and market share. Among other things, Chrysler will look at ‘toning down’ Dodge’s ‘bad body’ image, start selling its trucks under a new, standalone Ram brand and increase focus on the fun-to-drive aspect rather than aggressive design.

‘All Dodge vehicles will represent lifestyles, not age groups or price classes,’ says Dodge brand president Ralph Gilles, who also heads product design for all Chrysler brands. Dodge will focus on various segments, including economy-oriented entry level products (likely to be sourced from Fiat), mainstream cars that emphasize driving dynamics and utility, and high-performance cars like the Dodge Challenger.

Chrysler’s Ram brand of trucks, which will inherit the old Dodge logo, will focus on real truck customers rather than ‘urban wannabes’ looking for a lifestyle vehicle rather than a real, genuinely capable truck.

For Jeep, Chrysler will offer trail-rated versions of each of the brand’s vehicles. More fuel-efficient, two-wheel-drive variants of most Jeep products will also be offered.

Fiat SpA, which finalised its alliance with Chrysler in June this year, is looking at pushing Chrysler upmarket and making a ‘luxury brand.’ Together, the two companies aim to double Chrysler’s market share in the US by 2014. We also suppose that sooner or later, Chrysler will make its entry into various Asian markets, including India. While we don’t see much of a market for Dodge or Ram vehicles in India, Jeep vehicles could certainly find a niche in our market.