Why keep it: Dodge does, at least, have an identifiable brand image. New products, like the Journey crossover SUV, could help broaden the brand's appeal while the Challenger - at least in its V8-powered forms - could keep the big-horn image burning bright. Most importantly, there is that Ram truck, a new version of which has just been introduced. Even if Dodge got pared down to just a truck line, it has real value.
Why dump it: Dodge's real value is wrapped up in just one product. Now that most Chrysler dealers also sell Chrysler cars and Jeeps, maybe Dodge really could exist as just the Ram, the Sprinter work van, the Journey and, probably, some yet-do-be-announced replacement for the Durango. It isn't exactly killing the brand but finally acknowledging what Americans really want from Dodge.
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