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Is The Dodge Brand On The Chopping Block?
Seeing that Dodge has re-branded their trucks to ram among other changes is the dodge brand on the chopping block?
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Doc
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01/29/2016 - 1:00 PM
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When the Dodge Viper became the SRT Viper in 2013, we became convinced that Chrysler really Fiat/Chrysler intended to kill off the Dodge brand.

dodge brand on chopping block

The evidence was there: Pickup trucks had been re-branded Ram. The Durango big crossover was and is in need of a full redesign, and none was in the works. Likewise, the midsize Journey crossover was and still is riding on the bones of a stormy previous partnership with Mitsubishi, and no update was imminent.

Finally, there was talk of moving the Challenger sporty coupe over to the SRT brand as well. With the Avenger midsize sedan being phased out, this left Dodge with the Dart a competent but slow selling compact sedan, and the aging Grand Caravan to soldier along with.

The SRT thing never worked out. After a single model year, Viper was reunited with Dodge. Additionally, though Avenger did get the axe, all of the other vehicles mentioned above were eventually freshened, however lightly.

On January 27, Fiat Chrysler Automobiles (FCA) presented its 2015 financial results. To no one’s surprise, the Jeep brand is making the company all sorts of money. In fact, capacity issues have prevented FCA from producing sufficient quantities of Jeep products to meet North American demand—especially Wrangler and Wrangler Unlimited models.

To satiate consumer hunger for Jeep products, and to bolster earnings, FCA will apparently execute a series of manufacturing changes that include ending production of most of its non-truck models.

To see how likely it is that Dodge is about to join DeSoto and Plymouth in the Chrysler dead-brands cigar box, let’s have a quick look at the current and recent lineup: Click here to read the rest of this article.

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