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Chrysler to axe its lineup by half
By Yoann Besnard on 11 February 2008 | 
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Chrysler plans to axe half its lineup in order to consolidate brands. The company has launched the “Project Genesis” which is expected to drop duplicate models that share common underpinnings while competing on the same markets.
In an interview with Automotive News, Chrysler Vice Chairman Jim Press also revealed that the other part of the plan was to release new models on new markets where Chrysler has never been before; however he didn’t give more details about the future models. Jim Press’s will is to solve one of the biggest problem of the car maker: similarity between brands. At a time when customers want to promote a clear image of themselves, American car maker’s brand management goes against the market trend.
Among the models being dropped, there will be the PT Cruiser Convertible, the Chrysler Crossfire and Pacifica and the Dodge Magnum. The company also wants to reduce its number of SUV. It offers 11 different SUV models.