Don't End The Dart And 200

Submitted 7 years ago

I have been a Chrysler/Mopar fan all of my life. I was very disappointed to learn that Chrysler is stopping production of both the Dart and 200. Both of these vehicles are relative new designs and are, IMHO, great vehicles. Why the change in strategy?

From what I have read, journalists are speculating that this is a profit issue. Factory resources are finite, and Jeeps and Ram trucks have a better pay-off for Chrysler per unit than these smaller vehicles.

This is a mistake in my opinion, for several reasons
1) Brand loyalty. The Dart and 200 have a very important niche in the market. If you have no products in this price point then you are waving goodbye to younger first-time buyers. Why give that business to Toyota or Honda? If you can close these customers you can create loyal Chrysler clients who will by more expensive products in the future.
2) Diversity of lineup. If oil prices suddenly shoot up, the product mix that manufacturers will sell will change. Consumers may flock to efficient cars and leave trucks on the lot. A diverse line makes Chrysler more resilient to economic change.
3) the Dart was a product Chrysler committed to in order to get government assistance during the last downturn. Chrysler is breaking a promise to offer a world-class fuel efficient car if they cancel this vehicle.