Now, whenever talk of a Chrysler buy-out or take-over surfaces, Chrysler is one of the brands pundits frequently finger for death, despite the fact that it carries the manufacturer's name on its crest.
Why keep it: If the company remains independent, Chrysler offers the chance to sell cars at a slightly higher price than the Dodge brand would fetch. Also, while Jeep certainly can't sell cars and the Dodge brand works best for selling trucks, Chrysler is the company's one real car name. It just needs better cars. Also, there's the Town & Country minivan which remains a popular and well-known product in its own right. Chrysler will hardly want to part with that.
Why dump it: Chrysler, today, has relatively little brand identity with consumers. At the very least, the brand needs some major work. Simply dropping it and going with just Dodge and Jeep might be easier. Chrysler would just have to do without the Town & Country name and rely on the Dodge Caravan for minivan sales, instead.
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