Dodge Isn’t Going Anywhere, Execs Confirm

While Detroit has managed to emerge from the Great Recession stronger and building better vehicle than ever, there were plenty of casualties along the way. Mercury, Pontiac, Oldsmobile, and Plymouth are among the great American brands that have been retired since the turn of the millenium, and as of late there’s been talk that Dodge could be on the chopping block next. That has many Mopar fans up in arms.

But fear not Dodge faithful, for Dodge’s President Tim Kuniskis has alleviated the fears of many, at least for now. The Detroit Bureau reports that Kuniskis said that ending Dodge is “not a part of a master plan to consolidate brands.” But that doesn’t mean Dodge isn’t getting a major reworking.

Chrysler-Fiat CEO Sergio Marchionne is mastering a plan to eliminate duplicity in the vehicle lineup of all the brands, including Dodge. As it stands, there is almost 100% crossover between Dodge and Chrysler products, diluting the luxury credential of products like the Chrysler 300C. To differentiate the brands, Chrysler is getting a new 200 sedan that is said to be cutting edge, and Dodge got an all-new Durango.

But there are still questions regarding the replacement of models like the aging Dodge Challenger and Charger. With the Viper moved to the SRT brand, and both other performance options due for replacement, the Dodge portfolio certainly has thinned out. Word has it the Challenger replacement called the Barracuda could also be heading to SRT. The size of Dodge is still up in the air, as is its purpose in the larger portfolio, and going forward Fiat could be positioned to be the volume automaker.

So where does that leave Dodge?