As we reported this morning, Chrysler executives are discussing a plan that would call for the struggling automaker to aggressively shrink its product and dealer line-up in a move to get the company back in the black.
On paper, the idea of cutting models and putting the Chrysler, Jeep, and Dodge brands all under one roof at fewer, but more profitable, dealerships makes sense. Like any diet, you get rid of the fat, you should be healthier. But also, like any diet, what sounds good in theory, is harder to achieve in real life.
The trimming of the product lines will not be tough. The tricky part is making sure you have the right mix of distinctive products that will sell. With three distinctive brands, Chrysler has the right strategy to make sure that someone walking into a Chrysler, Dodge, Jeep dealer will find what they are looking for. The problem is going to be getting all three brands under one roof.