TNS.SENSE Automotive - Slicing up the Chrysler product pie

Chrysler Corporation is evaluating the ways to minimize product overlap across its three brands. TNS asked 2,500 consumers to assign certain segments to only one Chrysler Corporation brand.

Consumers assigned pickups to Dodge and SUVs/crossovers to Jeep,not surprising given their product histories. Chrysler is assigned primarily to large cars, which may suggest Charger weakness(at least relative to 300). Chrysler’s strength in minivans suggests that Caravan could be parked…or transformed. On the other hand, Dodge’s association with small cars favors Avenger, not Sebring. Adding a Dodge entry sports car may be possible (though Chrysler and Dodge are close), as is adding a Chrysler high-end sports car.

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