Chrysler’s New Plan Asks Dealers to Merge

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All three of Detroit’s automak­ers believe they have too many deal­ers. Each has a plan to deal with this prob­lem. Chrysler rolled out its lat­est plan, an updat­ed ver­sion of Project Alpha called Project Gen­e­sis, at this year’s Nation­al Auto­mo­bile Deal­ers Asso­ci­a­tion con­ven­tion. The goal is to have deal­ers merge oper­a­tions so the new store will sell all three Chrysler bands under one roof. Also part of the plan is for Chrysler to elim­i­nate redun­dant mod­els.





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