Analog
Lifer
LAS VEGAS -- Like a blinking neon sign, Chrysler Group has had moments when it was on, then off and then on again.
This time around, as competition in the U.S. market reaches cutthroat levels and threatens to engulf crosstown rivals General Motors Corp. and Ford Motor Co., the American division of DaimlerChrysler AG is determined to accelerate past its boom-and-bust history.
But Chrysler will have to keep its momentum without the day-to-day presence of Dieter Zetsche, the man who led its latest turnaround. Zetsche, the former Chrysler CEO and current Mercedes chief, takes over as CEO of Stuttgart, Germany-based DaimlerChrysler on Jan. 1.
Zetsche came to Auburn Hills in November 2000 and did what some thought impossible: He gave Chrysler discipline without stamping out its flair and creativity. This week in Las Vegas, Zetsche said goodbye to several thousand Chrysler, Jeep and Dodge dealers and offered a sneak peak at future cars and trucks that he believes can sustain Chrysler's comeback.
"While we're not where we need to be, I'm proud of the fact that we've come a long way," he told the dealers Wednesday at Mandalay Bay hotel and casino.
After ticking off the achievements made during his five-year run as Chrysler's chief executive, Zetsche told the dealers he is confident new Chrysler CEO Tom LaSorda will pick up where he left off.
Now LaSorda, steeped in the manufacturing side of the business, has to make sure the revival doesn't stall.
Facing a tough and unforgiving environment in its home market, Chrysler will have to thrive by doing "more with less," building the images of its brands and keep the product-development machine cranking out hit vehicles.
"We believe product is the answer. Productivity and quality is really the torch that we want to carry into 2007," LaSorda said.
Chrysler executives said they are concerned that the company is being lumped in with GM and Ford as one troubled group. "I want to stop this tainted picture," Zetsche said. "Customers want to be associated with winners, not losers. It is hurting us."
Chrysler is starting to overcome a reputation for spotty quality that has hurt resale values, but it still has room to improve.
"Look at where Toyota is, that's where we want to be," said Chrysler spokesman Jason Vines.
Jon Myers, a Dodge dealer in Naples, Fla., said Chrysler will have to "flawlessly execute launches next year."
The new five-seat Dodge Caliber is among a record 10 products Chrysler will launch in 2006.
"They need to come to the market with the right price and a real out-of-the-box marketing" campaign, he said. "That's what I think is key."
Unlike bigger Detroit competitors GM and Ford, Chrysler has gained U.S. market share in the past two years and managed to make money in North America.
"It's a significant change," said Jesse Toprak, an analyst with Edmunds.com, an online shopping guide. "It's not earth-shattering, but considering what's happening with GM and Ford, (Chrysler's) going in the right direction."
Chrysler has enjoyed more hits this year than its American counterparts, with products like the popular Chrysler 300 and Dodge Charger. Those, the Dodge Magnum and Jeep Commander are selling with minimal discounts, Toprak said.
Chrysler's image is also hitting a positive note in the East, West and southern Florida markets.
"Those are critical markets that not only produce significant volume in sales but also are trend-setting markets," he said.
http://www.detnews.com/2005/autosinsider/0511/18/C01-386265.htm
This time around, as competition in the U.S. market reaches cutthroat levels and threatens to engulf crosstown rivals General Motors Corp. and Ford Motor Co., the American division of DaimlerChrysler AG is determined to accelerate past its boom-and-bust history.
But Chrysler will have to keep its momentum without the day-to-day presence of Dieter Zetsche, the man who led its latest turnaround. Zetsche, the former Chrysler CEO and current Mercedes chief, takes over as CEO of Stuttgart, Germany-based DaimlerChrysler on Jan. 1.
Zetsche came to Auburn Hills in November 2000 and did what some thought impossible: He gave Chrysler discipline without stamping out its flair and creativity. This week in Las Vegas, Zetsche said goodbye to several thousand Chrysler, Jeep and Dodge dealers and offered a sneak peak at future cars and trucks that he believes can sustain Chrysler's comeback.
"While we're not where we need to be, I'm proud of the fact that we've come a long way," he told the dealers Wednesday at Mandalay Bay hotel and casino.
After ticking off the achievements made during his five-year run as Chrysler's chief executive, Zetsche told the dealers he is confident new Chrysler CEO Tom LaSorda will pick up where he left off.
Now LaSorda, steeped in the manufacturing side of the business, has to make sure the revival doesn't stall.
Facing a tough and unforgiving environment in its home market, Chrysler will have to thrive by doing "more with less," building the images of its brands and keep the product-development machine cranking out hit vehicles.
"We believe product is the answer. Productivity and quality is really the torch that we want to carry into 2007," LaSorda said.
Chrysler executives said they are concerned that the company is being lumped in with GM and Ford as one troubled group. "I want to stop this tainted picture," Zetsche said. "Customers want to be associated with winners, not losers. It is hurting us."
Chrysler is starting to overcome a reputation for spotty quality that has hurt resale values, but it still has room to improve.
"Look at where Toyota is, that's where we want to be," said Chrysler spokesman Jason Vines.
Jon Myers, a Dodge dealer in Naples, Fla., said Chrysler will have to "flawlessly execute launches next year."
The new five-seat Dodge Caliber is among a record 10 products Chrysler will launch in 2006.
"They need to come to the market with the right price and a real out-of-the-box marketing" campaign, he said. "That's what I think is key."
Unlike bigger Detroit competitors GM and Ford, Chrysler has gained U.S. market share in the past two years and managed to make money in North America.
"It's a significant change," said Jesse Toprak, an analyst with Edmunds.com, an online shopping guide. "It's not earth-shattering, but considering what's happening with GM and Ford, (Chrysler's) going in the right direction."
Chrysler has enjoyed more hits this year than its American counterparts, with products like the popular Chrysler 300 and Dodge Charger. Those, the Dodge Magnum and Jeep Commander are selling with minimal discounts, Toprak said.
Chrysler's image is also hitting a positive note in the East, West and southern Florida markets.
"Those are critical markets that not only produce significant volume in sales but also are trend-setting markets," he said.
http://www.detnews.com/2005/autosinsider/0511/18/C01-386265.htm
