Ward's Dealer Business - April 1, 2007
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Some Dodge dealers worry they may be competing against what they see as a rebadged Dodge Ram 4500 truck
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introduced by a corporate cousin, Sterling Truck Corp. They say that, despite a credible styling job, the Bullet's profile similarity to the Ram 4500 is striking.
Sterling, a subsidiary of Freightliner LLC, which, like Chrysler Group's Dodge Div., is part of DaimlerChrysler AG, debuted its new chassis-cab Sterling Bullet
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at a March truck show in Indianapolis. It will be available at select Sterling dealerships in late fall. The new truck expands Sterling's lineup into Class 4 and 5 trucks. ..Dodge dealers say they are struck by the Bullet's similarity to the Ram 4500, including a Cummins 6.7L diesel engine under the hood. They say Sterling, by trying to expand its market presence, has taken the competition in-house.
Freightliner president and CEO Chris Patterson says the Bullet and the redone '08 Ram 4500/5500 chassis cab, introduced at February's Chicago auto show, result from a Sterling-Dodge collaboration, and "together represent the best of the commercial vehicle and automotive worlds."
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Some Dodge dealers, who decline to be identified, say it appears DaimlerChrysler is either ratcheting up its North American truck presence or attempting to follow General Motors Corp.'s model of offering companion truck lineups like Chevrolet and GMC.
Chrysler Group's dealer relations were strained last year when dealers complained that the company forced excess inventory on them. Then came news in February that DaimlerChrysler is putting the Chrysler Group up for sale. Now this, say Dodge dealers who sell Class 4 Rams.
One veteran Dodge dealer says of the upcoming Bullet: "We didn't want or expect it."