Chrysler Wants to Double Sales per Dealer

Chrysler Wants to Double Sales per Dealer

Chrysler wants to see its dealers double the number of annual sales at their locations to an average 785 in the next five years and may opt for regional dealer locations and satellite service centers in costly metro areas.

The new goals and distribution/service strategies were laid out during the firms eight-hour presentation at Chrysler headquarters this week by Peter Grady, vice president of Network Development. Grady said Chrysler expects that 50 percent of its future sales volume will come from dealers located in metropolitan areas and that the firm was intent on maintaining a strong rural presence.

He also said the company will certify some of its metropolitan-based dealers to sell the Fiat 500 in late 2010, provided the dealers meet facilities and staffing requirements. Grady said the company wants a dedicated salon area within the showroom for the Fiat 500, separately staffed and trained sales people and managers and that the emphasis will be on customizing the Fiat 500 with a wide range of accessories.

He said Chrysler will no longer market its vehicles in base, mid or high packages but instead will offer vehicles in several personality categories, with the lower end defined as “Sweet,” or simple, “Fun,” or practical, and “Uptown,” which is the luxury line. There will also be “Thrill Seeker” and “Cool” categories, Grady said.

Chrysler will stay with NASCAR, but drop from sponsoring two teams to one and partner with Detroit auto tycoon Roger Penske.

Chrysler also will continue with its sponsorship in the Nationwide Racing Series.