• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Microsoft AI chief gives it 18 months—for all white-collar work to be automated by AI

2

Former top Russian official admits the country is over Putin and can 'imagine a future without him' — even elites bail as Kremlin seizes their assets 

3

The Bezos family just donated $100 million to help achieve one of Mayor Zohran Mamdani’s top campaign promises

1

Microsoft AI chief gives it 18 months—for all white-collar work to be automated by AI

2

Former top Russian official admits the country is over Putin and can 'imagine a future without him' — even elites bail as Kremlin seizes their assets 

3

The Bezos family just donated $100 million to help achieve one of Mayor Zohran Mamdani’s top campaign promises

Dodge Dart: Chrysler’s biggest bet yet

By
Doron Levin
Doron Levin
Down Arrow Button Icon
By
Doron Levin
Doron Levin
Down Arrow Button Icon
May 1, 2012, 9:00 AM ET

FORTUNE — A good estimate for the value of Chrysler, the smallest and in some ways most distressed of the Detroit Three, is the sticker price the U.S. Treasury slapped on the window three years ago: $0.

Well, not quite $0. Italy’s Fiat Auto, which took over running Chrysler, did contribute its technology and intellectual property to the merger. One key element Fiat brought to the deal was its Alfa Romeo architecture used for the 2013 Dodge Dart, Chrysler’s new compact sedan. The Dart, which goes on sale in the U.S. this summer, may be the biggest test for the rebounding company yet.

To be sure, Chrysler has come a long way since it took $11.2 billion in federal bailout funds in 2009. The company just reported its best quarter in more than 13 years, earning $473 million, more than quadruple what it took in in the year-earlier period. In fact, executives said that it was the biggest quarterly profit made since 1998. Better yet, the auto maker is well on its way to making its full-year profit target of $1.5 billion.

MORE: 6 green cars that don’t live up to the hype

Chrysler boss Sergio Marchionne has orchestrated a spectacular first act largely through clever cover-up, retrofitting existing models with plush interiors and making surgeon-like nips and tucks to formerly dowdy sheet metal. That helped goose an 80% increase in sales outside of North America during the last quarter and swell domestic market share to 11.2%, up from 9.4% a year earlier. But the Dart is Marchionne’s biggest new undertaking yet.

The sprightly little Dart has cost a lot to bring to market. The architecture used in Fiat’s Alfa Romeo Giulietta, on which it is based, cost at least a couple hundred million dollars to develop. Chrysler spent a few more hundred million to stretch the mechanical underpinnings to accommodate the corporal largesse of American drivers and to develop the Dart’s design, inside and out. The same architecture will be used in China for a Dart-like sedan called the Fiat Viaggio. As much as it has cost, the collaboration is saving bundles of capital.

The question now is whether the new model will be the hit the Chrysler Fiat alliance needs in the compact segment in the U.S. The Dart “is the first true indication of what these companies can develop together, a bellwether. So far the reactions I’ve heard are very positive,” says Aaron Bragman, a senior analyst for IHS in Northville, Michigan. “The execution has to be flawless. There can’t be problems or glitches in the launch, but there’s less risk of this than ever before.”

MORE: Meet VW’s secret weapon

The Dart replaces the discontinued and unlamented Dodge Caliber. The Caliber was a car aimed at younger, budget-minded buyers looking for a bit of attitude. The Dart is a name last used by Dodge in 1976. The new model is designed to compete primarily against Ford’s (F) Focus and Chevrolet’s (GM) Cruze. Its price will start at about $16,000 and rise to $22,500 for a high-performance R/T version, which will be available later this summer.

Chrysler intends to distinguish the Dart by taking a page from the likes of BMW’s posh Mini brand. It plans to offer customers a vast choice of options and up to 100,000 equipment, colors and feature combinations, instead of a few standard packages, the norm with most competitive vehicles. Buyers who choose to customize their vehicles could wait four to six weeks until the vehicle is built and shipped from Chrysler’s Belvidere, Illinois assembly plant. “Automakers generally have limited choice in order to streamline production and build more vehicles faster,” notes Bragman. “Dodge isn’t worried about that, it wants to stand out.”

The company is bullish on the Dart’s prospects. “Everyone in the segment is fuel-efficient, we’ve got to be competitive in many ways,” says Richard Cox, Dodge’s brand director. “We’ve haven’t been competitive enough in the past, we think we’re giving consumers another choice with the Dart.” He adds that logistics of providing mass customization to consumers “is something Fiat already was doing in Europe.”

MORE: Toyota is putting Prius to the test

Chrysler’s newest Dodge should benefit from an improving U.S. automotive market. April sales in the U.S. are expected to come in at the highest seasonally adjusted annual rate in five years. What’s more, analysts expect the market to continue making progress. Year-to-date sales have beat car-buying site Edmunds.com’s estimates every month so far. And, the site’s analysts expect Chrysler sales to be up 33.8%, year over year.

There are challenges, not the least of which are a crop of very competitive small cars from nearly every major automaker. Even Chrysler’s financials highlight the automaker’s quandary: it is on pace to earn an impressive sum but not one sufficient for a global alliance to develop new vehicles and keep up with costly technology. Chrysler and Fiat need larger scale, most analysts agree, which it could get with another partner. Plenty of Dart sales will further boost Chrysler’s balance sheet. They could also show that Chrysler Fiat can be a sustainable enterprise, one with which other automakers – also too small to stand alone – might want to join forces.

About the Author
By Doron Levin
See full bioRight Arrow Button Icon

Latest in

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in

Taiwan’s president says the U.S. arms sales that Trump called a bargaining chip with China are ‘the most important deterrent’ of regional conflict
AsiaChina
Taiwan’s president says the U.S. arms sales that Trump called a bargaining chip with China are ‘the most important deterrent’ of regional conflict
By The Associated PressMay 17, 2026
8 minutes ago
WHO declares latest Ebola outbreak a global health emergency. A rare variant of the disease with no approved treatments is to blame
HealthHealth
WHO declares latest Ebola outbreak a global health emergency. A rare variant of the disease with no approved treatments is to blame
By Chinedu Asadu and The Associated PressMay 17, 2026
17 minutes ago
The top foreign holders of U.S. debt may soon dump Treasury bonds and bring their money back home, potentially spiking borrowing costs
EconomyDebt
The top foreign holders of U.S. debt may soon dump Treasury bonds and bring their money back home, potentially spiking borrowing costs
By Jason MaMay 17, 2026
58 minutes ago
BlackRock private credit fund’s valuations are probed by DOJ
InvestingDepartment of Justice
BlackRock private credit fund’s valuations are probed by DOJ
By Olivia Fishlow, Ava Benny-Morrison and BloombergMay 17, 2026
3 hours ago
Ukraine brings the war to Moscow with one its largest drone attacks on the capital, adding to the ‘darkening cloud of anxiety over Russia’
EuropeRussia
Ukraine brings the war to Moscow with one its largest drone attacks on the capital, adding to the ‘darkening cloud of anxiety over Russia’
By Samya Kullab and The Associated PressMay 17, 2026
3 hours ago
Drone strike sparks fire at UAE nuclear power plant, the first time it’s been attacked since the Iran war started
EnergyNuclear Energy
Drone strike sparks fire at UAE nuclear power plant, the first time it’s been attacked since the Iran war started
By Jon Gambrell, Samy Magdy and The Associated PressMay 17, 2026
3 hours ago

Most Popular

Microsoft AI chief gives it 18 months—for all white-collar work to be automated by AI
AI
Microsoft AI chief gives it 18 months—for all white-collar work to be automated by AI
By Jake AngeloMay 16, 2026
1 day ago
Former top Russian official admits the country is over Putin and can 'imagine a future without him' — even elites bail as Kremlin seizes their assets 
Politics
Former top Russian official admits the country is over Putin and can 'imagine a future without him' — even elites bail as Kremlin seizes their assets 
By Jason MaMay 16, 2026
20 hours ago
The Bezos family just donated $100 million to help achieve one of Mayor Zohran Mamdani’s top campaign promises
Politics
The Bezos family just donated $100 million to help achieve one of Mayor Zohran Mamdani’s top campaign promises
By Jake AngeloMay 12, 2026
5 days ago
SpaceX heads into a record-shattering IPO with the 'deepest moat that exists today' as investors vow to 'never bet against Elon'
Innovation
SpaceX heads into a record-shattering IPO with the 'deepest moat that exists today' as investors vow to 'never bet against Elon'
By Jason MaMay 16, 2026
1 day ago
Oil markets could be a month away from the moment of truth. Brace for a 'non-linear' price spike and panic buying, analysts warn
Energy
Oil markets could be a month away from the moment of truth. Brace for a 'non-linear' price spike and panic buying, analysts warn
By Jason MaMay 16, 2026
23 hours ago
Meet the 20-year-old CEO who launched a company in high school to solve Gen Z's entry-level job crisis
Future of Work
Meet the 20-year-old CEO who launched a company in high school to solve Gen Z's entry-level job crisis
By Jake AngeloMay 16, 2026
1 day ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.