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Old 12-25-2008, 12:05 PM   #1
AVANTI R5
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Default Chrysler Will Become the Next BMW or Mercedes?

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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, in the media, over anyone – even if they really do believe it themselves.
http://www.autosavant.com/2008/12/23...w-or-mercedes/
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Old 12-25-2008, 12:08 PM   #2
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April Fools 3 months early?
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Old 12-25-2008, 12:15 PM   #3
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Right, maybe after the Earth actually stands still.
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Old 12-25-2008, 12:28 PM   #4
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...

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Old 12-25-2008, 02:05 PM   #5
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Ok, completely ignoring anything Mr. Press said, but why not? Any of the Big 3 has (or can aquire) the engineering talent to produce a top notch product. Strip the bean counters that have been running Detroit, and the sloppy assembly that sometimes occurs, and I see no reason that any of the domestics cannot build niche cars as well as anybody else.

Public perception will be the hardest thing to overcome.
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Old 12-25-2008, 03:49 PM   #6
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Sounds like a massive investment in re-tooling factories, training new workers, and restructuring the company...

I wonder if Jim senses an opportunity for change coming up? haha
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Old 12-25-2008, 04:40 PM   #7
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Quote:
Originally Posted by RallyColtTurbo View Post
Ok, completely ignoring anything Mr. Press said, but why not? Any of the Big 3 has (or can aquire) the engineering talent to produce a top notch product. Strip the bean counters that have been running Detroit, and the sloppy assembly that sometimes occurs, and I see no reason that any of the domestics cannot build niche cars as well as anybody else.
Chrysler was part of Daimler-Chrysler for roughly a decade and Mercedes' help still didn't result in better vehicles. (not to mentioned MB's reliability took a nosedive) What makes anyone think they can do it on their own?
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Old 12-25-2008, 04:50 PM   #8
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BMW , Mercedes?

Neon =/= C-class.
Avenger =/= 3-series.
300C =/= E55 or 750il.
Dodge crapbox truck? well, i guess BMW and Mercedes don't have an answer for that.

Maybe Chrysler is going to try to corner the ultra-elusive Premium Luxury Truck market...
Since it hasn't worked out well for GM with Hummer.
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Old 12-25-2008, 07:13 PM   #9
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I personally am getting really sick and tired of all this talk from Chrysler. First they say that they will have like 12 exciting, new products to be released for 2010... then they say they have more/better EV cars than the Chevy Volt... and now they are going to go directly after BMW, when their current lineup can't even compete with Hyundia.

Just stop already.
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Old 12-25-2008, 08:01 PM   #10
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I want the number of his dealer; that's some seriously good **** right there.

Maybe they can team up with Maserati.
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Old 12-25-2008, 08:43 PM   #11
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Yeah, this is quite possibly the most ridiculous automotive "piece of journalism" I've ever seen.
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Old 12-25-2008, 08:51 PM   #12
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Ignoring the fact that making this transition would be all but impossible for Chrysler, the idea itself makes good sense. Think about it, Chrysler can not compete against the likes of Toyota in the general market. The same could likely be said of BMW if they tried to beat the Corolla at its own game.

If Chrysler focused their remaining energies on producing a limited spectrum of vehicles which would give them the best return per auto (read as more expensive), they might just pull it off.
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Old 12-25-2008, 08:57 PM   #13
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Yes, aside from the fact that its impossible, its a great idea!
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Old 12-25-2008, 09:29 PM   #14
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Maybe they are following the Bush doctrine. Deny Deny Deny? Lie Lie Lie? Mission Accomplished!
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Old 12-25-2008, 09:31 PM   #15
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And I thought the whole Acura wannabe Maybach thing was bad.
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Old 12-25-2008, 10:24 PM   #16
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Quote:
Originally Posted by Mike Wevrick View Post
Chrysler was part of Daimler-Chrysler for roughly a decade and Mercedes' help still didn't result in better vehicles. (not to mentioned MB's reliability took a nosedive) What makes anyone think they can do it on their own?
What did Mercedes do for Chrysler,or did I miss something? No one expected them to open the technological floodgates (except maybe StallKamp, who oversaw the merger from Chrysler's end..Lutz had already retired), but a couple of shared platforms would have gone a long way. Hell, old platforms that were outgoing would have been a boom for the company. They did nothing. That relationship began the nail in Chrysler's coffin, yet everyone always talks as if the great German machine got a bad deal. They came into a profitable situation, ran off all the execs that help make it that way after a rebound from the 90's, then watch as the dumb azzes that were left drag it under. I've said it once and I will say it again, Chrysler should sue them....they got a great case.
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Old 12-25-2008, 11:55 PM   #17
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And I thought the whole Acura wannabe Maybach thing was bad.
QFT!!

American car companies are funny.
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Old 12-26-2008, 01:38 AM   #18
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honestly, if you know the type of buy-only-american ignorants i encounter every day, youd believe this guy REALLY thinks this. i had one of these totally not want a legacy gt, but instead consider a chrysler sebring, because he thought it to be a better car.
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Old 12-26-2008, 01:27 PM   #19
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Being a owner of a LGT myself, and loving every moment of it, i'd say the 300C is a pretty decent car for someone looking to haul ass while compromizing handling, and its got a **** load more space than the LGT.

That said, chrystler = BMW, Merc... hahaahahahaahhaahahahahahahahaha
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Old 12-26-2008, 02:46 PM   #20
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I still don't see how you can say it can't be done. Like I said, ignoring this guys stream of B.S., if the company was SERIOUS about a new mission it could be done.

They currently have infrastructure for building millions of cars per year. You can't tell me that most of that can't be liquidated and converted to building a 100K highquality cars per year. It all hinges on killing the bean counters and letting the engineers run the company again.

The same can likely be said for any large automaker on the planet.
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Old 12-26-2008, 02:54 PM   #21
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they can't even compare to cadillac and they are closer to bmw and mercedes.
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Old 12-26-2008, 03:11 PM   #22
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I still don't see how you can say it can't be done.
Of course it's possible. All they have to do is fire most of the people who work there and start over.
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Old 12-26-2008, 03:15 PM   #23
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hahaha hm.. chrysler 300c or bmw 7 series?? solstice or SLK? hard choice.
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Old 12-26-2008, 03:23 PM   #24
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I still don't see how you can say it can't be done. Like I said, ignoring this guys stream of B.S., if the company was SERIOUS about a new mission it could be done.
It can be done, just like Britney Spears could possibly win a Nobel prize in physics if she got into the field. It's just not very likely.

Assuming Chrysler can do a complete u-turn and focus on the low volume/high quality premium segment, given their track record so far it would take several model generations to establish Chrysler (or a new brand) as a legitimate luxury brand. They would also have to spend tens of billions on R&D, production facilities, dealerships and marketing. Time and money are two things Chrysler doesn't have.

Look at it this way, if they can't even get a simple car like the Sebring right, what are the chances they could build an actual S-Class competitor?
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Old 12-26-2008, 03:49 PM   #25
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Right said.. IF any US auto company is close to taking sales away from BMW and Merc, its Cadillac. Their products have come miles from what they used to be... and with this pace in a few years, may be soon in the leagues of the Germans.

That said, it'll take a MIRACLE to convert a SEBRING into a 3 Series... and I just spoke to santa and he said he's fresh out of miracles.
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