Autos: The Dodge Rebellion

As part of its successful battle for a larger share of the U.S. auto market, Chrysler Corp.'s Dodge Division lately has been wooing buyers with ads in which an eye-catching blonde model suggests: "Join the Dodge Rebellion." Last week the rebellion spread to an unexpected quarter. In the New York City area, 58 of Dodge's 98 dealers publicly attacked the way the company treats them.

Banded together as the Metropolitan Independent Dodge Dealers Association, the auto retailers claimed to represent $60 million a year in sales, 5% of Dodge's total. They hired a...

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