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克萊斯勒組合拳打開(kāi)新局面

克萊斯勒組合拳打開(kāi)新局面

《財(cái)富》 2011-11-15
克萊斯勒CEO塞爾吉奧?馬基奧尼采取了一系列策略來(lái)刺激銷量,使克萊斯勒重新成為消費(fèi)者關(guān)注的對(duì)象,。
克萊斯勒城鄉(xiāng)/道奇大捷龍

克萊斯勒城鄉(xiāng)/道奇大捷龍

????盡管克萊斯勒試圖根據(jù)不同的顧客群體對(duì)旗下的幾款MPV進(jìn)行定位——比如道奇大捷龍(Grand Caravan)的售價(jià)最高為30,000美元,,而克萊斯勒城鄉(xiāng)(Town & Country)的售價(jià)則在30,000美元以上——但這些MPV的銷量卻每況愈下,。今年10月克萊斯勒城鄉(xiāng)的銷量下降了25%,道奇大捷龍的銷量下降了13%,。馬基奧尼稱,,他計(jì)劃關(guān)掉道奇大捷龍的生產(chǎn)線,以避免品牌重疊以及顧客認(rèn)知的混淆,。盡管少了這款MPV,,但隨著新微型車和緊湊車加入克萊斯勒的產(chǎn)品線,以及阿爾法?羅密歐的強(qiáng)勢(shì)登陸,,克萊斯勒的銷量應(yīng)該還會(huì)繼續(xù)增長(zhǎng),。

Town & Country/Grand Caravan

????Despite Chrysler's attempts to target the vans to different customer groups -- the Dodge van is (roughly) priced up to $30,000, the Chrysler at $30,000 plus -- sales have been sagging. The Town & Country was off 25% in October, while the Dodge Grand Caravan fell 13%. Marchionne said he will kill off the Dodge van to avoid brand overlaps and customer confusion. But with the promise of new subcompacts and compacts, and the arrival of Alfa Romeo, Chrysler's sales should continue to rise despite losing the nameplate.

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