Twelve Big Ideas - Chrysler: The Dodge Rebellion
Robert E. Anderson
DAVID VS. GOLIATH
Let's start with the problem: Research indicated that General Motors owners tended to shop only for General Motors brands whereas Chrysler Corporation owners tended to shop competitive makes as well as their own brands.
Since General Motors has well over 50% of the cars on the road and the Chrysler Corporation less than 20%, this fact makes it extremely difficult for Dodge to gain in industry share.
So the problem was simply to get more people to think about Dodge and to increase the number of...