Dodge brand to be axed (EU)

The Dodge brand is likely to be dropped from the Chrysler Group’s European line-up as part of Fiat’s new plans for the company, to be announced in mid-November.

Dodge was launched in Europe in 2006 but failed to match Chrysler’s ambitions for it. Just under 4,000 Dodge vehicles were sold in the UK in 2008. At the same time, the Chrysler brand is to be moved upmarket. In its prime in the U.S, it was considered a more prestigious brand 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.