Five reasons it's wrong to divorce Ram from Dodge

[Chuck]

A high-mileage, unibody Dakota replacement could weaken the new Ram brand

Mike Levine - PICKUPTRUCKS - Nov 4, 2009

Chrysler is simply behind the 8-ball --Ed.

It’s the toughest recession in decades. Many companies find themselves consolidating or shrinking to save money, but Chrysler is trying to grow by splitting Dodge cars from trucks to create the new Ram brand just for pickups and commercial vans. Here are five reasons why it’s wrong to divorce Ram trucks from the Dodge brand:

1.) Dodge Ram pickup truck owners say they drive a “Dodge Ram.”

Most of the owners we talk to automatically say they drive a Dodge Ram when we ask them what they drive. Isn’t the customer always right? How long is it going to take Dodge Ram owners to drop the Dodge from their vocabulary, especially if they’ve owned two or more Dodge Ram pickups? And what about the Dodge Dakota? It’s scheduled to end production by 2011. Will it be called the Ram Dakota for the rest of its short life? Ten years from now, will Ram trucks be able to connect with new customers by recalling their historic Dodge ancestors from the 20th century? Dropping the Dodge name leaves a huge void in front of Ram trucks.... [Read More]

[ILAveo]

It wouldn't surprise me to see the Dodge brand replaced by Fiat for Chrysler's small and midsize line-up. It would be a way for Fiat to extend its brand to North America without investing much additional cash for a dealer network. The Dodge brand really hasn't had a hit car in quite a while (since the Voyager in the 80's maybe?). Dodge cars probably have negative reputation similar to Fiat's at this time, but there is still Dodge/Ram truck loyalty.

I see a realigned Chrysler this way:

Fiat: Entry-level, compact and mid-size cars

Ram/Jeep: Trucks and SUV's

Chrysler: Luxury Vehicles, Minivans, Full-sized cars