ORLANDO, Fla., Feb. 14—At the Chrysler franchise meeting Sunday, Fred Diaz, president and CEO of the Ram Brand and head of sales, laid out for dealers what is in the pipeline for the year, including a redone Jeep Grand Cherokee this summer and “mid-cycle changes” to the Dodge Charger and Chrysler 300 in the fall, with improved quality for all.

By the end of the year, he said, 75 percent of Chrysler company vehicles will be new or changed. These and other corporate alterations, such as better inventory control and a reconfigured dealer council system meant to improve communication and dealer participation, are “proof positive that we are now a disciplined corporation.”

But not all dealers are so positive. One dealer said, in the question-and-answer session, that on future product and other matters, “the silence has been deafening. No one knows what’s going on.” Chrysler execs replied that the Fiat 500 will be a 50,000-unit limited-edition model for 2011, and that the Dodge Sprinter will be replaced by as many as three small Chrysler-branded models next year.

There was also some strife, and maybe some mixed messages, regarding advertising. The company is trying to skew more toward women customers on certain models—showing dealers female-focused spots for the Jeep Wrangler (with the jingle “I Live. I ride. I am”) and the Dodge Journey. Chrysler brand President and CEO Olivier Francois said Jeep had become a niche that needs a much broader customer base, and Dodge may have “more male DNA, but is not exclusively for men.” At the same time, Francois said the company is trying not to cannibalize itself, making an effort to keep its marketing distinctive between brands.

And what do dealers think about what Chrysler had to offer this convention? “It’s different,” said Elias Kymingham, owner of Shively Motors in Chambersburg, Pa. “We’ll see if it works.”

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