“Dodge is here to stay!”
That’s the word from SRT president and CEO Ralph Gilles, who took to social media on the weekend to deny rumours that the 99-year-old car maker’s days are numbered.
“… all rumours, Dodge is here to stay! It may get more focused going forward but not killed!”
The future of the marque has been the subject of much speculation recently. Some believe it has become largely redundant in Chrysler Group’s line-up, while others expect it to become a purely car-based division.
Evidence of Dodge becoming “more focused” has been obvious in recent years. Pick-up family Ram became its own sub-brand in 2009, while the performance-dedicated SRT division was created the following year and is now headed up by the all-new Viper.
The Nitro SUV and Caliber crossover were dropped in 2011 and 2012 respectively, while the Avenger sedan will also be discontinued at the beginning of 2014.
The long-term future of the large Durango SUV is also under a cloud, with some Chrysler executives previously suggesting it could make way for a new Jeep Grand Wagoneer.
That would leave Dodge with the Dart, Charger, Challenger and Journey from its current line-up, while reports suggest two as-yet-unnamed new models are set to launch around the middle of the decade.