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.

Stay tough, but with a softer side...
Dodge Viper
Stay tough, but with a softer side...
Dodge is a "tough" brand and it has a tough job. As Chrysler's mass market, soup-to-nuts car company, it's supposed to go head-to-head against Ford, Chevrolet and Toyota.

At the same time, Dodge is marketed as a performance brand. Most of Dodge's design DNA comes from the Ram pickup (including the Ram's head emblem that now adorns almost every Dodge). But it's the Viper that is Dodge's "halo" vehicle (it's also the only Dodge without a Ram emblem).

With an obscenely powerful 10-cylinder engine, no amenities beyond a radio you can barely hear over the noise, and no safety equipment not required by law, the Viper has all the subtlety of a teen splatter flick. This car is all about speed and absolutely nothing else.

It's not unusual for a mass-market brand to have a performance car at its core. Chevrolet is already using the Camaro that way (the Corvette is sold in Chevrolet dealerships, but is its own brand.) Ford had the GT and now has the Shelby GT500.

But Dodge has fully embraced Viperness. Every Dodge has a body designed to imply power and speed. They have names like Caliber and Nitro. The cute, happy Neon is roadkill.

Times have changed, though. There is a growing class of customer that wants a fuel-efficient car that looks like a fuel-efficient car. Dodge's initial response was to mock them with a Charger ad that said it was a hybrid car: "It burns gasoline and rubber."

Now Dodge is stuck with the difficult task of having to embrace those customers it once deliberately tried to alienate.


Challenges

Chrysler

Chrysler

Dodge

Dodge

Jeep

Jeep
GM's plan to outmaneuver Toyota How General Motors will use its eight U.S. brands to to attack and outflank competitors and take back market share. (more)
Toyota Prius just keeps on going Four years since its last redesign, there's more competition on the market, but the hybrid car is still a hit. (more)

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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.