Surf on over to dodge.co.uk, and you’ll find that the only vehicle being offered for sale is the Journey crossover. Look a little closer and you’ll find that Dodge has announced new electric vehicles, an online reminder of the embarrassing bailout-era ENVI project which has since been expunged from Chrysler’s corporate history. Given this sorry state of affairs, is it any wonder that Dodge is getting the heck out of Dodge, er, Old Blighty?
As Fiat takes over Chrysler’s overseas operations, they’re focusing UK-market efforts on the Chrysler and Jeep brands, which will be shipping new models like the “PT Corsa” and Grand Cherokee (not to mention a diesel Wrangler with stop-start and a manual transmission). And not a moment too soon: Chrysler Group has sold a meager 4,300 units in the UK this year, well off its record of 22k annual units. And Fiat has big plans for Chrysler and Jeep in the UK, “planning” on selling 16,000 units in 2012 and 29,000 units annually by 2016. Fiat Group UK boss Andrew Humberstone tells The Telegraph
Clearly the economics don’t work where we are standing today, but this is all about a commitment to the future.
Rumor has it that a Fiat-badged version of the Journey will be sold throughout the EU.
Down here the press has already published renderings of the Fiat Journey and spy shots! New Fiat is Dodge. Or Dodge is Fiat. Or something like that.
Sadly, Chrysler never really committed to Europe. Their efforts there were always halfhearted, at best. They wasted a lot of brand equity there, hopefully FIAT’s marketing effort can bring back some lustre to the brand in Britain, and for Lancia, as well.
I thought Dodge and Chrysler are both dropped in all of Europe?