Filed under: Chrysler, LLC., Dodge, Jeep
Chrysler's Jim Press talks brand strategy at WAJ this week
Chrysler has unveiled a few plans for the future and, rather than using past successes to carve the path, will adapt its course according to the changing market. While speaking at the recent Western Automotive Journalists' dinner, Chrysler President Jim Press touched on the need to generate brand identity amongst Jeep, Dodge and Chrysler. While each brand currently has a core theme, Jeep – off-road, Dodge – volume and performance, Chrysler – affordable luxury, there have been many recent deviations, such as the conglomeration that is the Jeep Compass. Press hopes to put an end to that trend and focus the company's aim at the automotive enthusiast. Toyota can keep the automotive appliance title, Press wants Chrysler to appeal to drivers rather than consumers.
Nevertheless, actions speak louder than words and Press backs up his claims through the current curtailing of vehicle production and the scheduled release of seven new vehicles come 2010. Like other manufacturers, Chrysler is aggressively pursuing alternative powertrain configurations, particularly electric drive. In case no one has noticed yet, 2010 will be a big year for the American automotive industry. It will be the point when the roller coaster ride reaches its end and some folks end up with motion sickness while others get a rush of adrenaline. Hopefully Chrysler can find themselves in the latter category.
[Source: Car Tech]
_opt_thumbnail.jpg)
Reader Comments (Page 1 of 2)
Mike V. 10:20AM (9/05/2008)
Jim Press was actually quoted saying there would be "8 new models for 2010" not seven. Thanks Autoblog for posting something about Chrysler without the large chip on the shoulder.
On a brighter side... yes, sales were in the pits for August but they were up if you compare July 08 to August 08.
8 new models... sounds like they have a few hybrids coming along with some major refreshes. I guess Chrysler really does have product down the pipeline afterall don't they? Chrysler seem pretty good at poker. They keep their hand close. It can be good or bad, but it seems they have really bluffed the automotive press pretty well this year.
Reply
Tim 10:57AM (9/05/2008)
The V must stand for "Victory". Jim Press former Yes Man at Toyota is just blowing smoke. Chrysler has no new platforms of its own coming besides its truck frames. Its funny how he compares Chrysler to Toyota when then have trouble outselling Honda. Baby steps Jim. Like the poker analogy. Chrysler put all its chips on trucks lost and is now asking the for more so they can play another losing hand.
Jim press is the Forrest Gump of the Auto industry. Toyota was gaining market share and pumping out cars for people frustrated with the US autos and"thar I wuz"...
TJ 11:11AM (9/05/2008)
Tim, thank you for posting one of the stupidest comments I have ever read on autoblog.
Tool 11:15AM (9/05/2008)
Jim Press is the biggest Passive Aggressive Douche Bag in the auto industry.
geo.stewart 11:34AM (9/05/2008)
Tim,
I think its fair to say you failed at reading comprehension in school. I think Jim's statement is taking a solid stance that they dont want to be Toyota.
With comments about scaling back production, I think they are looking at becoming more niche like Mazda or mitsubishi but hopefully more like mazda than mitsu.
Heck, Chryco barely sells outside the US. They need to continue to leverage resources and relationships to expand to new markets and trade off strengths.
Tim 11:40AM (9/05/2008)
But I got an A in lemonade Stand Economics. You make crap water downed lemonade no one will come back for another glass no mater how cheap you price it.
sorry fanboys the game is over and the Taxpayer ie you will foot the bill for the pension guarantees.
n8evans 10:31AM (9/05/2008)
I'm really liking that ecoVoyager.
Reply
Purifoy 11:03AM (9/05/2008)
Actually, I kind of like it too.
n8evans 9:01AM (9/06/2008)
The Jeep and Dodge Zeos are great too -- just a little too impractical for my personal use. Yet, with the design and underpinnings of these concepts, I confident of the direction where Chrysler is heading. I've been a loyal, satisfied customer for the past 20+ years and I'll definitely go back when the time comes. I'm really waiting for a functional, alternatively-fueled off-road capable SUV from Jeep.
tanooki2003 10:39AM (9/05/2008)
Let's just see if Chrysler can follow through and pull off something like what they did in the 90's with the LH series of cars.
Reply
BigWill 10:45AM (9/05/2008)
That stuff all's nice and everything Mr. Press, but it's irrelevant how new, cutting edge or broad your refreshed line will be when no one will want to buy any of them because of your abysmal quality standards.
BTW Jim, you should really take up comedy. Saying Chrysler will "appeal to drivers" while simultaneously you're killing the Viper and the Camaro/G8 are handing you the Charger & Challengers' collective asses? Really funny stuff.
Reply
finc.jb 10:59AM (9/05/2008)
All I can say to the Challenger/Charger getting their ass's handed to them the Camaro/G8 is...
What are you smoking???
BigWill 7:19PM (9/05/2008)
"What are you smoking???"
Nothing. However, I didn't Chrysler could afford that KoolAid you're drinking.
1) If Chrysler's lucky the Challenger SRT8 and R/T will be a wash against the Camaro SS
2) Those models are not the bread and butter of sales; the volume models will be the Challenger SE and the base Camaro. You've *got* to be drinking the KoolAid if you seriously think the 250hp 3.5 V6 Challenger will keep up with the 300+hp 3.6 DI V6 in the Camaro.
3) As for the G8 vs. Charger, here's a quote from InsideLine's comparison:
"Forget for a moment that in every performance category the G8 GT walks all over the Charger R/T. Go ahead and overlook the G8's more aggressive decoration and attractively sinister countenance. Just concentrate your mind on this: The Pontiac is cheaper. Its $29,995 base price is $1,460 under the cost of a Charger R/T, and the as-tested price of this red G8 GT is a thick $3,810 less than the as-tested price of this Charger R/T.
The G8 GT's $32,745 price is a flat raging bargain. And we Americans love bargains — even when the car is built in Australia."
http://www.edmunds.com/insideline/do/Drives/Comparos/articleId=124883
J. D. Billiford 11:05AM (9/05/2008)
>>> Chrysler, like all of the automakers, are facing some major challenges. Especially in today's economic situation. But I wish the folks at the House of the Pentastar the very best of luck and success.
Reply
kory kickul 11:18AM (9/05/2008)
drivers car????????
Lets take one step at a time mr. press.
How about a quality car first.............
Reply
JZeke 12:37PM (9/05/2008)
Lol.
For drivers cars they've managed to hit an out-of-the-park home run with the Viper, and did pretty damn well with the 300/Charger/Challenger/Magnum... even if they were based off a Mercedes platform.
But yea, exorcise those quality demons!
iSpec 11:27AM (9/05/2008)
Chrysler should just surrender to the eventuality of becoming the company who builds outsourced drivetrains, models for viable car manufacturers like Nissan, Hyundai, Mitsu, etc. Oh that's right, they kinda do already with their alliances those those manufacturers. And it would give Detroit's aging warhorses jobs for a few more years.
Reply
Tim 11:35AM (9/05/2008)
Too bad they still will have overcapacity in their production and many of their US factories cannot be retooled to build cars vs trucks say. Govt bailout need
Tim 11:47AM (9/05/2008)
With comments about scaling back production, I think they are looking at becoming more niche like Mazda or mitsubishi but hopefully more like mazda than mitsu.
But Chrysler has thousands of dealers more than both combined and what about all those employees on the assembly line.
Close your eyes for the scary parts of the Chrysler saga because there will be blood.
Reply
jamie 11:49AM (9/05/2008)
JEEP: off road...check
DODGE: volume & performance...check
CHRYSLER: affordable luxury??? WRONG. Wiggle out that straight jacket you boxed yourself in with. Go for the gusto! Be number ONE for a change!
Unfortunately Chrysler-Jeep-Dodge is in deep do-do. 8 new models in 2010? I don't think so. Not enough cash in the kitty to pull that one off now. Besides those new fuel efficient models were needed YESTERDAY to stave off the 'mad dog from Hell' from throwing in the towel.
But realistically, the idea is quite feasible, if Chrysler continues to pursue its resurgence by using OPM and competitor's technology.
Here's how Chrysler could score big time in two years.
First Renault would love to re-enter the American market, and Chrysler could be the key that unlocks the door. Rebadge all Renaults as Dodges in America and voila you have a completely new fuel efficient modern model line-up tomorrow. The manufacturing and dealership networks are already in place. Just transfer the technology.
Nissan is looking for additional manufacturing facilities in the US. By combining Renault, Nissan and Chrysler manufacturing in the woefully under utilized Chrysler plants, greater economies of scale can be achieved by all three auto companies. The synergies are quite obvious to anyone in the auto game.
Yup, Chrysler has to look no further than joining the Renault-Nissan Alliance to be a major contender in the American market again
Oh, and P.S., Chrysler should tweak and rebadge Nissan's Infiniti to be its luxury cars.
Sounds like a sell out, but it isn't. Renault is quite profitable and number one in Europe. Nissan is up and coming on a global scale. Its prospects never looked better. By using Renault technology, Chrysler could tackle the American market with more fervor much more quickly than it could on its own. The three companies would remain separate and individual, but each sharing their expertise globally.
Win-win-win. Home run! Go for it.
Reply