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Dealers key as Chrysler looks to raise profile

Chrysler dealers are to get new- look showrooms and signage as the manufacturer aims to build up its brand reputation in the UK. The new corporate identity sees the traditional blue and white signage replaced by a metallic silver fascia.

Showrooms will also be updated as Chrysler looks to boost sales off the back of the new Crossfire, for which it already has 600 advance orders.

Despite Crossfire and the possibility of the 300C coming to the UK, Chrysler has no immediate plans to increase its dealership numbers. “We have 90 dealers in the UK and in terms of sales growth we are looking at expansion within the current network,” says Simon Elliott, managing director of Chrysler and Jeep in the UK.

“Our dealers are key to us increasing our brand image – our future success will be driven by our relationships with and profitability of the network.”

Chrysler has also revealed that the Dodge brand could soon be added to the UK network. “The decision on Dodge is yet to be made, but by the end of this year we should know either way,” says Elliott. “If Dodge does come it will be sold alongside the Jeep and Chrysler brands.”

The manufacturer has also yet to confirm whether the 300C concept, showcased at the Frankfurt motor show, will go into production, although it is looking increasing likely. The 300C Touring, which Chrysler has designed exclusively for the European market, will not be coming to UK shores.

If 300C gets the go-ahead the UK market will only get the sedan, but it will be right-hand drive and it is likely there will be a diesel engine.

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