Project Genesis: Combining Chrysler, Jeep, and Dodge Dealerships

Date 2008/6/23 7:42:29 | Topic: Sales 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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