Chrysler Chaos

Chrysler Will Survive

It has been a long slide but Chrysler has now started Bankruptcy Reorganization.  There are three stories here: A) past, B) present and C) future.  Each story is different but with a common thread. 

Every Car Guy has an opinion but right now politicians, governments, business executives and selected experts are establishing a new direction and putting into place a new company.  Everyone has apprehension about the future of Chrysler.  Only after the current state of chaos is over will the Car Guy and Gal be able to assess a rebuilt Chrysler.  A lot of people want success.  Success for the Car Guy is defined as Product Available.  If you like Chrysler you want Great Product; No More and No Less.  Great Product wins in the marketplace.

Present Chrysler — The Storied Phoenix

Fiat will control the ultimate future and product destination for Chrysler.  Control could be viewed in two ways, one good and one skeptical.  Given Fiat’s successes in Europe, especially with the 500 (a Mini derivative) the product side for cars is promising since Chrysler cars are dismal according to the Automotive Press.  Ram trucks and Jeep are successful and these should not see any significant change other than a gradual morphing of powertrain and body style to reflect contemporary trends.

Unions, Governments, Legacy Costs, Dealers, and Suppliers will all have a say in the re-birth of Chrysler.  Each group has their own turf to defend. 

Movement in the restructuring will flow from the Governments down to the Dealers and small Dealers will be eliminated, even if they have decades of commitment to Chrysler.  Small Dealers stand to be the single most storied and neighborhood loss.  Termination is terrible for the Small Dealer but going forward with Chrysler provides no other option.

Future Chrysler — Competitive and Supported Anew

New product and new support.  Maybe not quite like a cigar chomping Lee Iacocca but definitely a new car company that will have a lot of supporters because of what it took to make the new company.  Supporters who have a new and high dollar investment in the new company.

Chrysler Past

Any company that has history elements spanning from the Chrysler Building in Manhattan to Hemi Engines has created a storied past.  Personalities from Walter P. Chrysler, the Dodge Brothers, to Bob Lutz and Bob Nardelli bring together unique champions.  Many books have been written and many more will be written.  Car guys enjoy and respect the Product.

Car Guy Future Vision

By 2010 all of the current chaos will be behind.  Product is King in the dealership.  We will enter 2010 with a vision of what is coming.  Trucks and Jeeps will hold their own.  Cars will be the real focus for the future and it is up to the Engineers and Designers to deliver on a product future that the Customer wants to purchase.

Much will be in the media and press about the new Chrysler product.  Hopefully, there are not too many cooks in the kitchen that will spoil the product!  Given the ultimate significance of the new product there is a very strong probability that it will be competitive in the marketplace.

Competitive Future

A competitive future is what Unions, Governments, Legacy Concerns, Dealers, and Suppliers all want with the new Chrysler.  The next chapter in the Chrysler story is being written every day.