Chrysler’s parent, buyout shop Cerberus Capital Management, and G.M. had agreed last month on the broad terms of a merger of Chrysler’s loss-making auto operations and those of its crosstown rival but the deal is said to have foundered when the Bush administration reportedly rebuffed a request for some $10 billion to support it.

That setback has put the focus on winning support for a broader federal rescue package for G.M., Chrysler, Ford Motor and their suppliers that the industry argues would save jobs and protect benefits for retirees.

But Chrysler has been forced to consider a more drastic set of backup plans that could include selling off key business lines — including Jeep, considered its most valuable brand. It may also outsource its finance and human resources, Reuters said.

As a step toward that hard-landing scenario, the automaker is moving to split up its replacement parts business based on brand so that its Chrysler, Jeep and Dodge operations could be completely separate, one source briefed on that plan said.

That could make it easier to sell off an individual brand.