Chrysler thinks they will be the next BMW or Mercedes

[LeMansX5]

Chrysler Will Become The Next BMW Or Mercedes?

We can’t make this stuff up.

Apparently, Jim Press, co-president of Chrysler LLC, stated in an interview last week that should Chrysler survive, it would survive as a small boutique manufacturer producing high-performance, high-quality cars much like German automakers BMW and Mercedes-Benz do currently.

In fact, according to Automotive News, an industry weekly, Mr Press stated: “If there’s one company in America that can build high-craftsmanship, innovative vehicles, it’s Chrysler.”

Referring to the new 2009 Dodge Ram 1500 pickup, Mr. Press opined that, “If Mercedes-Benz built a pickup truck, that’s what it would be”.

Jim, Jim, Jim.

There is nothing wrong with having a positive corporate self-image, but statements like that just boggle the mind.

Sure, it’s possible that Chrysler could transform itself into BMW or Mercedes-Benz. I mean, it could conceivably happen. But at this point it would be the equivalent of Pamela Anderson becoming a respected Shakespearean actor. Or Detroit becoming as much of a tourist destination as Paris, New York City or London.

Yeah, both those things could happen, but, you know, it’s not a good percentage bet.

Chrysler is at the bottom of the quality rankings among vehicle manufacturers. They have very few vehicles which could honestly be described as performance vehicles, and it would be a bit of a stretch to anoint any of the Chrysler vehicles currently produced as the clear-cut “best in class” in their respective segment. Chrysler does not produce vehicles noted for their beautiful design. They do not produce vehicles noted for their fuel-efficiency. To be frank, in every measurement, Chrysler is a very, very long way from equaling manufacturers like BMW and Mercedes-Benz.

And Mr. Press, previously with Toyota for 30 years before he arrived at Chrysler LLC in 2007, not only aimed high when talking about the future Chrysler, he hit low when talking about his Detroit competition. Press commented that while Chrysler is producing premium vehicles from the ground up, Ford and GM just take a basic car and use “gingerbreading’ to bring it up to premium status.

It’s understandable that Jim Press would want to talk up the future of Chrysler since that future is very tenuous at this point, but perhaps a more realistic view of Chrysler’s short-term prospects might be in order.

Additionally, I can’t see the value in trash-talking your competition when you’re the current Chrysler; it seems surreal that Chrysler should be proclaiming any sort of superiority over anyone in the media – even if they really do believe it themselves.

Source

[4.6is Ryder]

What a joke....Phil

[Weasel]

After trash talk like that from the co-president, I actually hope Chrysler does go belly up! I have never owned a quality or dependable Chrysler product yet, and can say the same for many of my friends as I have to fix their crap vehicles... mind you none of them have been the newer "top tier" Chryslers like the 300 or charger, but everything from trucks, vans, neons, stealths, minivans, etc...

[X5rolls]

Jim Press is a smart guy but he isn't credible saying things like this. Surely he is just trying to give a pep talk for the troops in the company. I believe that they need to be realistic in terms of the manufacturing volumes, maybe a boutique manufacturers range is a good target to consider.

There is one glaring point that I disagree with in the article and it's about not producing a car with a beautiful design or being best in segment. To me the Viper is both beautiful and was best in (American) segment. I've owned an 05 since Nov 04 and it's been one of the best cars I've ever purchased - very reliable and (fortunately) very well put together. Oh, and it will give you a quick case of tunnel vision when you hammer it.

I'd give Jim credit for trying to rally the troups- it's got to be a pretty depressing place to work right now and for that I feel for the workers.

Bottom line, they need to cut way back on the total output and aim to be profitable on lower numbers or else.

[statdoc]

Chrysler has already been Mercedes, and nearly destroyed MB!!! MB sold it off as quickly as they could!

[Wagner]

Wonder what Cadillac thinks of that "comment".

If there is one American car company that can make a car to rival the Germans..it is Cadillac, not Chrysler. Go CTS go

[X5rolls]

The CTS CV is a world class car for sure http://www.cadillac.com/09ctsv/ it does rival and beat some amazing cars.

However, it's not enough to carry the brand as a rival to the Germans. One car, especially when mostly associated with the brand for floaty riding, senior citizen (and there is nothing wrong with that, good volumes in that target market can be sold) cars can't make an entire brand competitive to German cars in a global market. The sales volumes expected to make this car in the future depend on the US market.

Unfortunately, this car and others like it that are greatly appreciated by car enthusiasts are a niche vehicle with not enough volume to save a brand or possibly to survive going forward.

We are going to see some major cuts soon - volume is going to be key, niche's that focus (especially if they are not higher mileage oriented) on the American market will begin to disappear from the American manufacturers like turning off a light.

[E61Silver]

It sad what Chrysler has become, 5+/- years ago they had the 300, the viper and good trucks & mini-vans. Today the 300 is still the same design and needs updating. The updated Mini-Van is not as good as Honda or Toyota and they trying to sell off the Viper. I am not a big pick-up guy but my guess is that Fords & GMs updated trucks are better.

[Wagner]

Originally Posted by X5rolls

The CTS CV is a world class car for sure http://www.cadillac.com/09ctsv/ it does rival and beat some amazing cars.

However, it's not enough to carry the brand as a rival to the Germans. One car, especially when mostly associated with the brand for floaty riding, senior citizen (and there is nothing wrong with that, good volumes in that target market can be sold) cars can't make an entire brand competitive to German cars in a global market. The sales volumes expected to make this car in the future depend on the US market.

Unfortunately, this car and others like it that are greatly appreciated by car enthusiasts are a niche vehicle with not enough volume to save a brand or possibly to survive going forward.

We are going to see some major cuts soon - volume is going to be key, niche's that focus (especially if they are not higher mileage oriented) on the American market will begin to disappear from the American manufacturers like turning off a light.

Cadillac should have a new add campaign:


"Escalade - our window regulators work"

[SuaveX5]

Originally Posted by Wagner

Wonder what Cadillac thinks of that "comment".

If there is one American car company that can make a car to rival the Germans..it is Cadillac, not Chrysler. Go CTS go