Yes, they should stay in it because it will challenge them to FIX the areas where the Dart is running short (powertrain & chassis). This kind of racing is exactly what they need to test out improving their models. On top of this from a marketing stand point, the Dart is the newest in this segment and it has come after a 8 year hiatus from their previous contender (the Neon), and needs every bit of marketing that they can get to help earn it a share in a VERY competitive segment. Fiat has done some things right, but they need to quit their impluse reaction to when things don't go as planned. Marketing takes a while. (I HATE to use this example due my feelings regarding this product, but it came out of one of my marketing books). When Marlboro switched to the cowboy in their ads, they didn't advance out of 6th place and their demographics did not change to men in the first year as they had intended. Did they panic and impulsively change their marketing direction? NO, they remained consistent and eventually the ads took hold and helped them be one of the biggest players in an industry I can't stand.
Fiat needs to focus more energy on Chrysler image which IS what needs work and take a hands off approach on Dodge. Let Dodge be Dodge, not RAM, not SRT, not Mopar, just Dodge.
B.S. in Marketing