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Dealers add Dodge in 2005

Dodge's arrival in the UK late next year will enable ChryslerJeep dealers to boost volume and profit, according to UK managing director Simon Elliott. That is the rallying call he delivered to more than 90 retailers at the Detroit motor show.

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.

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