The Dodge brand is likely to be dropped from the Chrysler Group’s European line-up as part of partner Fiat’s new plans for the company, to be announced in mid-November.
Dodge was launched in Europe in 2006 but has failed to match Chrysler’s ambitions for it. Just under 4000 Dodges were sold in the UK in 2008.
At the same time, the Chrysler brand is to be moved upmarket. In its heyday in the US it was considered a more prestigious marque than Chevrolet and Ford.
Chrysler also plans to use the RAM nameplate as a brand for its commercial vehicles. This will allow the company to separate them from the Dodge line-up, whose performance credentials it plans to further develop.
As part of this strategy, Dodge will develop new models in concert with Alfa Romeo, despite the American brand’s planned withdrawal from Europe.