Chrysler Appropriates the Genesis Name
SAN FRANCISCO — Chrysler released a cryptic public announcement on Friday, timed to coincide with the annual National Auto Dealers Association convention, that it is launching Project Genesis, which the company maintains is "intended to align the needs and wants of the customer with the product portfolio and the dealer network."
Reading between the lines, we'd interpret this to mean Chrysler plans to cut more products and shrink its dealer body, as fewer customers walk into the company's showrooms.
Jim Press, Chrysler's vice chairman and president, added: "At this point, we have not made any final decisions regarding our dealer optimization or future product plans, nor has the company set any firm timelines." He added that the Genesis project is intended to "drive profitability and build franchise value."
As part of the ongoing dealer consolidation effort, Chrysler said it intends to see more facilities with all three corporate brands — Chrysler, Dodge and Jeep — under a single roof.
In an interview with industry publication Automotive News, Press said Chrysler is looking to trim duplicate products from its portfolio — but also plans to add products in niches and segments that it does not currently cover.
What this means to you: Cutting through the corporate double-talk, the bottom line is a smaller Chrysler, in terms of products and dealers. — Paul Lienert, Correspondent