Chrysler, Dodge and Jeep Brands to be Sold Under One Roof

How’s this for astounding: Chrysler has announced a major initiative designed to eventually bring Chrysler’s three brands — Chrysler, Dodge and Jeep — into single storefront dealerships. The plan is called “Project Genesis,” and was announced to dealers over the past few weeks.

We’re not sure where the company came up with the name Project Genesis, but if you saw “Star Trek II: The Wrath of Khan,” the Project Genesis in that movie destroyed a dead and lifeless planet and turned it into a lush new world. Do you see where we’re going with this?

This move is also reminiscent of GM’s recent decision to make all GMC, Pontiac and Buick dealers consolidate under one umbrella. The difference of course is scale. Those three brands are not GM’s biggest sellers, and offer varied types of vehicles, while Chrysler, Dodge and Jeep are significant brands. Getting dealers to agree to the move may prove difficult and it could take a lot of time.

It also makes us wonder at how closely-related products like the Dodge Caliber and Jeep Patriot, or the Chrysler 300 and Dodge Charger, will be sold under the same roof. Despite that, we think most shoppers won’t mind getting to see more vehicles during one stop on their car shopping trip.

Update: CNBC is reporting that Chrysler will slash half of its product line-up as part of the new plan.

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