Elliott predicts that the American trio of brands will generate of up to 30,000 units in the UK by 2007, with more than one-third bearing the Dodge logo.
“A completely new brand in the UK depends on effective communication with and motivation of our retailers. I am delighted with DaimlerChrysler's decision to extend Dodge overseas and I firmly believe it will move our present loyal network up into the next league in terms of range, volume and profitability,” he says.
Retailers will invest in new Dodge facilities – some multi-franchised dealers will also be asked to axe other brands to free up showroom space – but Elliott says they can expect to double annual turnover. He adds: “There will be no radical shake out, no big bang as Dodge arrives.”
The £85,000 SRT-10, badged Viper in the USA, tops the range, while a Smart Roadster-based Slingshot, is due in 2006. Most sales, around 8,000 a year, will come from a five-door, lower-medium replacement for Chrysler's Neon' also expected in 2006.