Jim Press says Chrysler could be America's Benz, BMW
What American automaker best matches up with the uber-machines from the Germans? Lincoln... no, probably not. Cadillac? Getting warmer. How 'bout Chrysler, asks ChryCo. co-Prez Jim Press. After a quick review of Chrysler's current line-up, we're not really buying the comparison; but it's fun to dream, so we'll bite. The Sebring is roughly the size of the C-Class and 3 Series, but it's driving the wrong wheels to go head-to-head with BMW and Mercedes-Benz, so that would need a complete rework, to say the least.
The 300C is a very nice car with an appropriate engine up front, rear-wheel drive and a relatively attractive price compared to the Germans. That could work, but it's clear that Chrysler would need to pump lots more money into the car to keep it up to date with it's competition from Germany. Minivans don't equate very well to any Germanic rivals, especially since the R-Class from MB has been a major disappointment.
One possible area that Chrysler has over its supposed competition is trucks. The new '09 Ram may be a major step up from its predecessor, but we're not so sure we're ready to call it the Mercedes-Benz of pickups, which is pretty much how Press says he sees it. We're all for the idea of an American competitor for Mercedes and BMW, and we'd love to see the Pentastar emerge from its financial problems a leaner, more focused manufacturer. Still, we wonder if Chrysler should set its sights on cross-town rival Cadillac before jumping all the way to Germany.
[Source: Automotive News - sub. req'd, Photo by Brendan Smialowski/Getty]
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Reader Comments (Page 1 of 4)
MajorGeek 3:47PM (12/22/2008)
Cocaine is a hell of a drug.
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SPF 3:56PM (12/22/2008)
He's more of a cheesing guy if you ask me.
rsfourever 4:11PM (12/22/2008)
i would've gone with whip-its/wippets
Kotse 4:15PM (12/22/2008)
"What American automaker best matches up with the uber-machines from the Germans? ...How 'bout Chrysler, asks ChryCo. co-Prez Jim Press".
And this is coming from an ex-Toyota pimp (!).
Flashpoint 4:26PM (12/22/2008)
LOL I NEEDED A LAUGH TODAY !
seriously, I own a 300 and an S550.
CHRYSLER AIN'T NOWHERE CLOSE TO BEING NO DAMN BENZ.
The 300C wasn't even the equivalent of an E class when it was released. The refinement in Benzes is so much higher, its absolutely astonishing.
The closest thing America has to Benz is Cadillac. The main reason is because Cadillac has refined its newest vehicles - but, they have to end up using cheap parts to keep the price from being stratospheric. If Cadillac went all out with wood and chrome covered aluminum on everything...sure, it would cost what Benz costs and probably be just as good.
Its all about money.
It took Lexus over $1 Billion to produce the LS 400
it Took Hyundai more than $500< to develop the Genesis.
throw enough money at a problem and you can suceed. Especially if you've got good hands being paid to do great work.
USAVET 4:43PM (12/22/2008)
In his wettest dreams!!
Noidor 5:01PM (12/22/2008)
http://www.reuters.com/article/GCA-autos/idUSTRE4BL4M220081222?pageNumber=2&virtualBrandChannel=10276
Exactly.
Chrysler is done and everything else is just a pathetic PR statement. I predicted this two years and ago and unfortunately will be proven right.
Torrent 5:28PM (12/22/2008)
I srsly thought that Cadillac was America's Benz/BMW.
2004m3driver 3:47PM (12/22/2008)
They better start now, before Hyundai beats them to it. Obviously Hyundai won't become a Lexus overnight and neither will Chrysler. Where is their Genesis?
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That One Person 4:14PM (12/22/2008)
It's called the 300...it's just not as nice as the Genesis.
geo.stewart 4:20PM (12/22/2008)
dont know how they will pull it off.
1) Their products are already behind the 8-ball. If they were walking in with a pile of cash, this could work because they would have nothing to lose. BUT
2) During the hearigs, Cerebrus said they would not and could not put any more money into Chrysler.
3) Didnt they already try this, I mean didnt Cerebrus buy Chryco from MB?
4) maybe they meant VW, and their goal is to have the Michigan state government own them.
Nick 4:38PM (12/22/2008)
@m3driver - great point, Chrysler has no "Genesis". The 300C was a great car 8 years ago when it came out, but going almost a decade without a refresh is a task few cars can pull off, and certainly not a Chrysler. Even then, the 300C wasn't really marketed as a luxury car / Mercedes equivalent, it was marketed more closely as a retro chic Camry equivalent. I could go for the metaphor of the new Malibu to Chevy, even then its still a stretch and happened so long ago its irrelevant anyway. I think its safe to say that Chryslers are the worst in quality and curb appeal of any domestic car maker (particularly sedans and coupes), yet alone European luxury marques. This statement that Chrysler could be a MB rival is so beyond comprehension, and Jim Press is a (co)fraud of an executive who should take some responsibility for producing such embarrassing products instead of spewing gibberish like this.
PiCASSO 5:02PM (12/22/2008)
Hey Nick - "great point, Chrysler has no "Genesis". The 300C was a great car 8 years ago when it came out, but going almost a decade without a refresh is a task few cars can pull off, and certainly not a Chrysler."
The current RWD 300C is only 4-years old... not 8. It came out 2004 as a 2005 model year.
http://autos.msn.com/research/vip/default.aspx?make=Chrysler&model=300#used
If you are referring to the FWD 300M, it was 6-years old through it's life.
http://autos.msn.com/research/vip/default.aspx?make=Chrysler&model=300M#used
That One Person 6:30PM (12/23/2008)
Uh nick? You do realize that Jim Press has been with Chrysler for a little over a year, right?
If you want to blame someone, blame Daimler for giving Chrysler the shaft and whoever was in power when Chrysler's current lineup was put onto the market.
And if you don't remember the 300 ads when the car first came out, then you MUST be lost. The 300C was always marketed more towards the luxury crowd.
Chris 3:48PM (12/22/2008)
ha. haha. hahahahahaha! what an idiot! idiot.
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Beat-it-nerd 3:48PM (12/22/2008)
Dumbest article ever.
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John 3:49PM (12/22/2008)
This is a joke right??
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Monkaroo 3:51PM (12/22/2008)
Statements like this are why our American car companies are in trouble. How delusional is it to think Chrysler has anything that even rivals GM right now much less BMW or Mercedes.
As for the word "could be". Well that can be applied to just about anything in the world...
I could be a multi-millionaire if I had invested in microsoft, and google back in the day...could be :)
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Level 3:51PM (12/22/2008)
They are on the right direction. They are aiming for the top end Germans as appose to the low end Lincolns. It's making Cadillac a real competitor now. Lincoln was going in the right direction a few years back but then they did a 2 step backwards. I could very well see Chrysler as a real High end rival to the Germans, I mean if freaking Hyundai can do it with the Genesis why can't Chrysler....
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John Johnson 3:51PM (12/22/2008)
It's not even April 1st yet.
At least this whole brink-of-bankruptcy thing hasn't spoiled their sense of humor!
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