Tuesday, July 23, 2013

SRT CEO Ralph Gilles puts Dodge rumors to rest, says brand is 'here to stay'

Rumors that Dodge has been earmarked for the slaughterhouse are false according to SRT CEO Ralph Gilles.

One month ago today, a speculative story on Wards Auto theorized that Dodge might soon disappear. Nameplates would be parsed out to other members of the Fiat-Chrysler family and, at least in theory, the norm would be maintained.

Not so, says Gilles, one of the industry’s more social-media savvy executives. Responding to a question asked of him via Instagram, Gilles denied that Dodge could be on the way out, although he did admit the brand might become “more focused” in the future.

Ambiguous as that is, it’s easy to imagine Gilles’ comment signaling brand outliers like the Grand Caravan minivan and Durango body-on-frame SUV being discontinued.

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