Posted by MarkH on 2008/6/23 7:42:29 (1076) reads
DetNews.com has a great read on Chrysler's latest attempt to have all three of its major brands under one roof:
With a child care area, full-service cafe and Wi-Fi, the spacious Golling Chrysler Jeep Dodge on Telegraph boasts amenities more akin to an upscale mall than a traditional auto dealership.
The 3-year-old store represents Chrysler LLC's vision for the future of its retail network: A single store that sells all three brands -- Chrysler, Dodge and Jeep -- and offers an inviting atmosphere that heightens each nameplate's appeal.
Chrysler's goal to narrow its stores into a single channel has gained momentum in the past year, after nearly a decade of starts and stops. The Auburn Hills automaker's latest effort, dubbed Project Genesis, appears to be succeeding, in part, ironically, because the industry is failing.
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Posted: 2008/6/23 12:06 Updated: 2008/6/23 12:06
Quite a regular
Re: Project Genesis: Combining Chrysler, Jeep, and Dodge ...
I agree that all the brands dhould be under one roof but my big concern centers around the smaller dealerships. I bought my Jeep from a Jeep only dealership back in 1999. Two years later the Chrysler -Plymouth dealer down the street acquired the Jeep franchise from the dealer that I had purchased from. That was the same dealer I had stopped taking my cars to because the service department sucked. I got a letter in the mail from the C/P dealer telling me that I needed to take my Jeep there for warranty service. The first time I had a warranty issue I took it there and sure enough they had it for a week, could not seem to fix the problem. After that I began taking it to another Chrysler/Jeep dealer in my area and they are the first dealership that I have ever dealt with (any make) that I have not had a single problem with. They have never failed to fix the problem the first time.
The problem is that Chrysler wants them to sell the Dodge brand also but, before they will give them the franchise the dealer must put at least one million dollars into building and site upgrades. This dealer has been around for at least sixty years and now unless they can come up with the money the owner expects Chrysler to try and force him out (didn't say how).
The owner tells me that they have a lot of customers that have bought multiple vehicles from them including one gentleman who has bought 25 new vehicles there since 1955. Do you think that guys going to stay with Chrysler if they close down his dealership and make him find another service department.