Why did Dodge Discontinue the Journey?
The automotive industry has seen numerous models come and go over the years, and Dodge’s Journey was no exception. Launched in 2009, the Journey was a popular mid-size SUV that offered comfort, space, and a competitive price point. However, in 2017, Dodge decided to discontinue the Journey. This decision left many car enthusiasts questioning why Dodge chose to pull the plug on this well-received vehicle. In this article, we will explore the reasons behind Dodge’s decision to discontinue the Journey.
First and foremost, the automotive industry is a highly competitive market, with constant pressure to innovate and offer the latest technologies to consumers. Over the years, Dodge faced stiff competition from other automakers in the mid-size SUV segment, such as Ford’s Explorer, Toyota’s Highlander, and Honda’s Pilot. As a result, Dodge had to reevaluate its strategy to stay relevant in the market.
One of the primary reasons for the discontinuation of the Journey was the company’s focus on rebranding and narrowing its lineup. Dodge, which is owned by FCA (Fiat Chrysler Automobiles), was looking to streamline its product portfolio and focus on core models that aligned with its brand identity. By discontinuing the Journey, Dodge aimed to allocate resources more efficiently and concentrate on vehicles that better represented its performance and power brand image.
Additionally, Dodge faced challenges in terms of cost and production efficiency. The Journey was built on a platform shared with the Chrysler Town & Country minivan, which resulted in higher production costs. As a result, Dodge had to make tough decisions regarding which models to continue producing. The Journey, despite its popularity, was not contributing significantly to the company’s profitability, which made it a prime candidate for discontinuation.
Moreover, Dodge’s decision to discontinue the Journey was influenced by the evolving consumer preferences. The mid-size SUV segment has been witnessing a shift towards crossovers, which offer a blend of SUV practicality and car-like handling. As a result, Dodge recognized the need to adapt to these changing trends and concentrate on developing new crossover models that would resonate with today’s consumers.
In conclusion, Dodge’s decision to discontinue the Journey was a combination of factors, including intense competition, rebranding efforts, cost considerations, and changing consumer preferences. While the Journey was a well-liked vehicle, Dodge had to prioritize its resources and focus on core models that aligned with its brand identity and the evolving market landscape. Despite the discontinuation, Dodge continues to innovate and introduce new vehicles that cater to the needs of today’s drivers.
