Chrysler's Incredible Shrinking Lineup

The news has not been good for the Chrysler Group lately. First, a dispute with a major parts supplier, Plastech, caused a temporary shutdown at plants (read the USA Today coverage here), highlighting just how fragile the supply chain can be.

Now, the rumor mill is buzzing about model reduction. Chrysler's Vice Chairman and President Jim Press talked about the company's plans at an industry roundtable last week, stating that "We don't know how many models we're going to have. Nobody knows that." Not exactly rumor-killing words, as quoted from a press release on the Chrysler media website, thefirehouse.biz.

I've often mused about the rebadging that manufacturers engage in -- when the difference between a Dodge Durango and a Chrysler Aspen is little more than cosmetic, is there really a point to maintaining both models?

During the DaimlerChrysler years, venerable nameplate Plymouth bit the dust. A few tears were shed, and life went on. General Motors unceremoniously dumped the Oldsmobile brand a few years earlier, and life continued.

Will anybody cry for poor old Dodge if it bites the dust?

Photo © Jason Fogelson