QOTD: Can Chrysler Be Saved?
Chrysler needs saving. Again.
No, I don't mean the company -- it's Stellantis now, as most of y'all know. No, despite the fact that the company that once was Chrysler needed bailouts in the past, today I am talking about Chrysler, the brand/make.
Any rescue won't come from bailouts -- it will come from Stellantis making the right moves to resurrect the slumping brand that barely sells any models right now. Ralph Gilles, the design head at Stellantis and one of the most well-known designers in the industry, might be the right man to lead the charge, but the task is daunting.
So, can Chrysler be saved?
If so, how? Feel free toss some ideas out there. My thought is that the brand needs to start with some entry-luxury segment models that are luxurious enough to feel special while undercutting other high-end brands in price. Go after what's left of Buick and steal sales from the lower-end Lexus, Infiniti, and Acura models.
That's my take. Now share yours. You know what to do, sound off below.
[Image: Chrysler]
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Tim Healey grew up around the auto-parts business and has always had a love for cars — his parents joke his first word was “‘Vette”. Despite this, he wanted to pursue a career in sports writing but he ended up falling semi-accidentally into the automotive-journalism industry, first at Consumer Guide Automotive and later at Web2Carz.com. He also worked as an industry analyst at Mintel Group and freelanced for About.com, CarFax, Vehix.com, High Gear Media, Torque News, FutureCar.com, Cars.com, among others, and of course Vertical Scope sites such as AutoGuide.com, Off-Road.com, and HybridCars.com. He’s an urbanite and as such, doesn’t need a daily driver, but if he had one, it would be compact, sporty, and have a manual transmission.
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No, just no. MOPAR, including Chrysler, was "partnered" with Mercedes, then an investment firm with a proud vulture culture tried to pick MOPAR's bones clean. Then it was given to Fiat. Rebadged French cars won't beat Japanese vehicles. Hemis and big V-8s are North American-centric.
Stellantis looks, thinks, and is a European company. In North America, Ram is a consistent third-place cash cow, while Jeep seems to be a femme fatale to whoever owns it. Chrysler and Dodge's total lack of product planning reflects what Stellantis thinks of them.
They had better get Jeep right or we will be having this same discussion and that is far more important to Stellantis' bottom line.