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Ram brand, signing on
Chrysler stores start adding new logo

January 4, 2010

DETROIT -- Chrysler Group dealers will be getting a new look as the company incorporates Ram into its stable of brands on dealership signs.

The new sign is part of a series of changes Chrysler is making at dealerships after its June emergence from bankruptcy under Fiat S.p.A.-led management.

Dealers who recently have upgraded their signs according to the latest company requirements will not have to pay for this next change. Chrysler will pick up the tab, said Kathy Graham, a company spokeswoman.

Some dealers are already incorporating the Ram logo into their stores. Said Tim Foss, business manager at Foss Motors, a Chrysler-Dodge-Jeep-Ram dealership in Exeter, N.H.: "As far as I know, I'm the first dealer in the country to have the Ram sign."

At the Foss store, the Ram logo went on the front of the building and on the sign standing in front of the building along the road. Ram replaces the Five Star Dealer portion of the sign, Foss said.

Graham said Chrysler will make final decisions about the look in the first quarter.

When Chrysler emerged from bankruptcy June 10, CEO Sergio Marchionne reorganized the company into component brands: Chrysler, Dodge, Jeep, Ram and Mopar parts and accessories. The brands are run as separate businesses with individual profit-and-loss responsibility. Marchionne made Ram a separate brand for trucks.

Chrysler wants all of its dealers to carry all four vehicle brands under a single roof as part of its Project Genesis consolidation plan.

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