Dodge's Australian future depends on V8s

The Dodge brand in Australia is under study and could be axed if plans to get right-hand drive performance V8s to Australia don’t bear fruit.

The Fiat Chrysler Automobiles brand is sustained only by the Journey people-move here — a far cry from the USA, where it is the home of a model range including the Challenger and Charger performance cars, the Viper V10 sports car and full-size Durango SUV.

Speaking to motoring.com.au during a recent visit to Australia, one of FCA’s most senior product planning executives, Steve Bartoli, said the question of just how many brands FCA can support in Australia was being considered.

“I think the jury’s out on that to be honest with you,” he said.

FCA sells Alfa Romeo, Chrysler, Dodge, Fiat, Fiat Professional and Jeep brands here.

Last year the group sold a record 43,100 vehicles in Australia, according to official VFACTS numbers. Jeep was by far the biggest contributor with 30,408 sales, while Dodge was second last in sales for the group, ahead of only commercial brand Fiat Professional.

Bartoli said Jeep, Fiat and Alfa Romeo were the priority in Australia – the latter is the subject of a global rebuild by FCA that kicks off this year with the launch of a new BMW 3 Series fighter and will yield up to eight new models by 2018.

Meanwhile, FCA’s global START brand plan calls for Jeep to grow from 700,000 sales globally in 2014 to 1.9 million by 2018. It will be the equal biggest brand for the group with Fiat, which is forecast to grow from 1.5 to 1.9 million sales in the same period.

“I want to make sure we have a really strong Jeep brand in Australia first and foremost,” Bartoli said.

“I want to make sure we have good entries on the Fiat side — on the entry-level B hatch, C hatch and potentially doing something there — and I want to make sure as we roll out Alfa… that has a big role in the Australian market.

“Those are three pretty big priorities in the scheme of things.”

FCA Australia’s chief executive Pat Dougherty recently told motoring.com.au the Chrysler brand was safe in Australia despite its withdrawal from another right-hand drive market in the UK. That puts the focus squarely on Dodge as the potential brand to depart.

Bartoli said the decision on the brand’s Australian future could depend on FCA’s ability to develop a business case for right-hand drive SRT and Hellcat versions of the Challenger and Charger.

“It doesn’t mean it (Dodge) is out,” he insisted. “It’s just means it gets back to the performance (models)… and if there is a chance for a Dodge-branded performance product (in Australia).

“To me that would be more of a tactical opportunity than a long-term strategic brand opportunity — can we leverage the Dodge brand and the Dodge product in a certain aspect of the market?

“That’s one thing they (FCA Australia) are figuring out for me.”

Bartoli said he endorsed Dougherty’s ambitious plan to nearly double FCA Australia sales by 2018.

“It’s Pat’s view that I enthusiastically embrace and we are willing to support with product,” he said.