Brand Rx for Chrysler

With a few improvements, Chrysler can win back American car buyers. But it still has a few kinks to work out. Here's a look at the carmaker's hits and misses.

...but don't sell what's not there
Dodge Caliber
...but don't sell what's not there
The Dodge Caliber is an unfortunate example of what happens when a company tries to appeal to two crowds at once.

The Caliber is a small economy car. That's a fine idea. America certainly needs more fuel-efficient vehicles. The problem is that the Caliber's exterior says "Zoom" while its drivetrain says "Zzzzzzzz...."

With its 2.4-liter, 4-cylinder engine and a continuously variable transmission set to maximize mileage, the Caliber isn't just "not particularly fast." This thing is s-l-o-w.

Chrysler is working on more advanced drivetrains, including hybrids, that could do a better job of maximizing both performance and fuel economy.

Another area of concern is interiors. Chrysler describes the inside of Dodge cars as "purposeful," meaning they lack unnecessary ornamentation or design elements.

Chrysler has used this notion, however, to abdicate any responsibility for actually designing the interior of a Dodge car. Instead, they look and feel like chunks of scratchy plastic snapped together in any way that worked.

Recognizing this, Chrysler established a new interior design studio last year. It's a good idea and certainly needed, but it's amazing that it took Chrysler so long to realize it.

What Dodge might really need, though, is another brand to take the mantle of "fuel-efficient economy," allowing Dodge to keep its performance image unsullied.

Now, where did they put those little Plymouth sailboats?


Challenges

Chrysler

Chrysler

Dodge

Dodge

Jeep

Jeep
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Most stock quote data provided by BATS. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer. Morningstar: © 2018 Morningstar, Inc. All Rights Reserved. Factset: FactSet Research Systems Inc. 2018. All rights reserved. Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Standard & Poor's and S&P are registered trademarks of Standard & Poor's Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices © S&P Dow Jones Indices LLC 2018 and/or its affiliates.