Chrysler should be like Apple, Gilles says

[AVANTI R5]

CHICAGO -- Chrysler Group, known as the inventor of the minivan and SUV, aspires to regain its own spirit of innovation by emulating Apple Computer.

That was the vision for Chrysler's future outlined by Ralph Gilles, Chrysler's chief design officer and the CEO of the Dodge brand, in a speech today. Gilles said his hero is Steve Jobs, Apple's CEO.

On short notice, Gilles filled in for Chrysler CEO Sergio Marchionne, who was called away to sign a deal creating a joint venture to produce vehicles in Russia. Gilles spoke at the Economic Club of Chicago's annual Chicago Auto Show luncheon.

In Marchionne's absence, he paid tribute to his boss, saying Marchionne had given Chrysler the tools and inspiration to return the company to greatness.

Gilles provided tantalizing glimpses of future products, including the next-generation Chrysler 300 sedan, due in December.

“Hopefully, when you see that car, grown men and women will have tears running from their eyes,” Gilles said. “Hopefully, when you see that, you will say, ‘Go, America.' ”

He also showed pictures of the next-generation Jeep Grand Cherokee, due in three months.

Gilles talked of winning over a new generation of “millennial” customers, people more interested in social networking than how a car looks. Gilles said his design studios are now filled with designers in their early 20s who “understand the market better than I could ever hope to.”

Gilles cited Chrysler's great heritage of inventing segments but said regaining that magic would not be enough.

“The problem is that every one of those vehicles were one-hit wonders,” he said, referring to vehicles such as the Chrysler Pacifica. “We can't do that anymore. The philosophy at Chrysler is to do every vehicle that way.”

Chrysler wants to get away from designing “me, too” vehicles that look like everything else.

“Branded design is everything -- separating into four distinct brands. We've had too much overlap, too many products that were alike.

“The fear for me is that the automobile becomes a commodity. That's the first nail in the coffin of every product. Our mission is to erase that process so that we never get into that death spiral of becoming a commodity.”

Read more: http://www.autonews.com/apps/pbcs.dl...#ixzz0fKJ3Ua22

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[monovich]

Originally Posted by AVANTI R5

aspires to regain its own spirit of innovation by emulating

uh...?

[smithsmithy]

I hope he means, "Apple's design", sleek and simplistic.

Gilles talked of winning over a new generation of “millennial” customers, people more interested in social networking than how a car looks

Nevermind, get ready for some futuristic looking piece of crap with lol320gig hard drive.

[4wdwrx]

That means, style over function. Apple is one of the most overrated brands.

[subyski]

Unfortunately, the vehicles must have function, reliability, and quality first. Style will get the people into the showrooms but if it falls short on function, reliability, and quality, the word spreads and people look elsewhere. You just end up as the "flavor of the month" and the model fails and this reflects with the manufacturer.

Look at the Accord and Camry. They are not cars that "grown men and women will have tears running from their eyes." They are good looking cars but plain general styling. They excel in the other aspects that people really look for.

[BeatLA]

I've run my PowerMac for 12 years now with zero problems. If Chrysler can match that, and make a stylish car, they would be well on their way to recovery.

[arghx7]

Gilles talked of winning over a new generation of “millennial” customers, people more interested in social networking than how a car looks.

what in the **** is he talking about

[Lboogie]

social networking? so Chrysler wants to design/sell to Emo kids?

[Not-EWRX]

Wow. This is going to combine into a apocalyptic piece of ****.

[Iegav05]

One button interface or touchscreen drive-by-wire?

[heavyD]

Originally Posted by 4wdwrx

That means, style over function. Apple is one of the most overrated brands.

It's only overrated if you are a hater. Apple is popular because their stuff works and is easy to use.

[Tim-H]

Do you have to approve all your lane changes with Chrysler headquarters first? If you try to add aftermarket parts will the ECU self destruct?

[XanRules]

Originally Posted by Iegav05

One button interface or touchscreen drive-by-wire?

[4wdwrx]

Originally Posted by heavyD

It's only overrated if you are a hater. Apple is popular because their stuff works and is easy to use.

So everyone is a hater when Apple products are criticized.


This is why Apple is overrated. Users get overly sensitive about criticism. Do people worship Steve Jobs or something.

[sxotty]

Originally Posted by 4wdwrx

That means, style over function. Apple is one of the most overrated brands.

Since all apple does it purchase hardware made by another company and put it in a pretty case, then load their software and sell it for a larger profit than the competition I would say it is a pretty good business model. I don't think it will work as well with cars though as the entire thing relies heavily on advertising.

[rsholland]

Originally Posted by 4wdwrx

That means, style over function. Apple is one of the most overrated brands.

Spoken by someone who has never owned a Mac.

Bob

[4wdwrx]

Originally Posted by sxotty

Since all apple does it purchase hardware made by another company and put it in a pretty case, then load their software and sell it for a larger profit than the competition I would say it is a pretty good business model. I don't think it will work as well with cars though as the entire thing relies heavily on advertising.

I agree with your point. Apple have an excellent marketing strategy, and strong group of followers. This combination brought them great success.

Chrysler can imitate Apple with the right strategy and capturing the right audiences, which is the college students, trendy types. Something that can make owning a Chrysler sound cool and attractive. Apple turned the nerdy or geeky image of computing to something hip and attractive.

[Hondaslayer]

So when your battery dies you have to replace the car?


<----- Former iPod owner

[rsholland]

Originally Posted by 4wdwrx

IChrysler can imitate Apple with the right strategy and capturing the right audiences, which is the college students, anyone in the creative industry (which Mac absolutely dominates), NASA, former PC users who have finally seen the light, etc.

Fixed.

Oh, one more thing. There was a study somewhere a while back which indicated a surprisingly high amount of Subie owners are also Mac users.

Bob

[White out]

Originally Posted by Hondaslayer

So when your battery dies you have to replace the car?


<----- Former iPod owner

Nick

[Damon]

“Hopefully, when you see that car, grown men and women will have tears running from their eyes,” Gilles said. “Hopefully, when you see that, you will say, ‘Go, America.' ”

or tears in our collective eyes that we bailed your worthless, leach of a company out with our tax dollars.

[Tim Quinn]

Soooo... they plan on over charging for underwhelming products? Don't they do that already

-Tim

p.s. I jest of course. I'm just a bitter former apple fan.

[under5]

Originally Posted by 4wdwrx

That means, style over function. Apple is one of the most overrated brands.

with the exception of the Macbook Air (wtf?), you're completely wrong. Apple has very simplistic designs that are extremely easy to use. Its this minimalism that makes their products so beautiful.

[skywaffles]

Weld the hood shut and only allow you to use Chrysler gasoline. There, just like Apple!

[sxotty]

Originally Posted by Hondaslayer

So when your battery dies you have to replace the car?


<----- Former iPod owner

I wasn't ever that worried about that point till my brother in law dropped his iphone in water and could not truly turn it off to let it dry b/c he could not remove the battery.