Industry Report: Chrysler's Short Term Future Part I - The Launch of Five New Models in 2005

Another study by R.L. Polk & Co. said 65.1 percent of households owning a new GM vehicle purchased or leased the same model or

Vehicles such as the Chrysler 300(shown here in 425-horsepower SRT8 trim) which targets slow sellers on the verge of extinction such as Pontiac's Bonneville, are inflicting damage on the competition's market share. (Photo: DaimlerChrysler Canada)

make again, which makes it look as if it is gaining on the imports. Certain models, such as the Saturn ION, placed at number one in the compact segment with a 30.6 percent expected retention rate, according to R.L. Polk & Co. Another, the Buick LeSabre, achieved an amazing 41.2 percent retention rate in the large car class, albeit many of its elderly buyers may never purchase another car again, let alone another Buick. The same could be said of the Cadillac DeVille, sitting pretty with a 40.9 percent retention rate in the luxury segment, although Cadillac has successfully been wooing younger buyers as of late.

The truck segment of this survey was almost completely dominated by Ford, at least as far as first place winners were concerned, with Chrysler winning a solid 25.8 percent score for its Town & Country minivan.

As rosy as GM's outlook for retention rates look in the car segment, however, its market share has been slowly eroding year by

The redesigned Ram pickup truck that debuted way back in model year 1994 was the original turnaround vehicle for Chrysler Group. The new version which debuted in 2500 and 3500 styles in 2003, will even be more appealing to some in Mega Cab configuration. (Photo: DaimlerChrysler Canada)

year, and vehicles such as the Chrysler 300, which targets slow sellers on the verge of extinction, such as Pontiac's Bonneville, are inflicting damage.

But while the 300 has pushed Chrysler Group over the top with regards to profitability, with the majority sold featuring HEMI V8 engines and a resultantly higher price tag with the associated increase in profits, the original turnaround vehicle for Chrysler Group was the redesigned Ram pickup truck that debuted way back in model year 1994. It not only filled the automaker's coffers, but as importantly stood as an example that conquest buyers don't come to bashful styling statements.