Marketplace

In the last decade, Chrysler has tried to turn its Dodge dealerships into stand-alone outfits where customers could buy Dodge vehicles and nothing else.

Now, in an effort to bolster sales of all its products, the U.S. arm of DaimlerChrysler will begin pitching the idea of Chrysler-Dodge-Jeep centers to selected metro-area dealers.

Shoppers would be able to see all that is Chrysler under one roof but wouldn’t be able to get anything from a competitor. No more of those Chrysler-Jeep-Kia showrooms. (About 33% of Chrysler Group dealers sell a competing brand at the same store.)

Jon Gray, president of Orange Coast Jeep-Chrysler in Costa Mesa, said the program would open up “a lot of opportunities” for dealers looking to expand or to consolidate existing stand-alone facilities and save money on real estate.