Chrysler to focus on three brands

AUBURN HILLS, Mich., Feb. 8 (UPI) -- Chrysler LLC is planning to phase out as many as half its car models and push dealers to focus on three brands, the company said Friday.

Since Cerberus Capital Management purchased Chrysler in August 2007, the U.S. car maker has eliminated four models and announced cuts of 25,000 jobs, the Detroit Free Press reported.

Chrysler is moving ahead with "Project Genesis," a push to get dealers to sell Dodge, Chrysler and Jeep under one roof and to get tougher about dealership consolidation.

Analysts say 20 percent to 50 percent of domestic industry dealerships should be phased out to compete with imports. "In the end, we will have a more viable dealer body focused on the customer," said Chrysler's President Jim Press. "When that happens, the customer, the dealer and the company wins," he said.

But, many states have laws that protect franchises from corporations who want to downsize.

"Your future is with the big three -- Chrysler, Dodge and Jeep," one dealer told the newspaper.