Chrysler UK pins hopes on Dodge Journey

Whilst its parent company in the USA still waits to see if they are going to receive a Christmas present in the form of a share of the US Government’s $15 billion car industry bailout package, Chrysler Group UK with its re-structured and strengthened senior management team has a plan to combat the downturn in new and used car sales.

Nigel Land, marketing director, said at their traditional end of year debrief to the motoring media, that 2009 will see a high profile retail focus for all of their three brands, Chrysler, Jeep and Dodge. They will be implementing structured sales and marketing plan based on real demand rather than forcing sales. This will also help dealer profitability which is vitally important in this economic climate.

This means that each of the three brands will have core sales models. In the case of the Chrysler brand these will be the 300C and Grand Voyager, for Jeep they will be the Patriot, Cherokee and Grand Cherokee and for Dodge the new Journey.

Other models will stay in the range providing Chrysler’s US operations go on building them after the expected restructuring following their Government bailout programme.

Nigel Land said that Chrysler Group operates principally in the retail market sector which is down by 14% for the year to date. They currently offer models in segments which have been hit hardest by the recession, large 4x4s and SUVs, MPVs and executive saloons and estates.

“Next year we must focus on getting the message across to the buying public on the relevance of our brands. We must show customers what our models do and the relevance they have to the public’s needs.

"We will be taking our products to the people and showcasing them at appropriate events as well as using new forms of communication such as YouTube to get our message out there.”

The UK’s new car market is predicted to fall to 2.1 million registrations this year from 2.34 million last year with a gloomy industry forecast of around 1.7 million sales in 2009 as cuts in production lead to fewer cars in the showrooms.

UK bargains hunters are advised to act now before demand and supply cancel each other out and prices creep up again. Price increases will also be driven by the Pound falling in value against most other major currencies.

In the UK, Chrysler sales have fallen by 35% this year as have Jeep. Only the ‘value’ Dodge brand has shown growth, up by 23%. Overall Chrysler Group UK sales this year are down by 27% against an industry fall of 10.7%.

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