Daimler CEO Dieter Zetsche dishes out advice for Chrysler
It's said that certain cultures don't handle the concept of irony well. You know, irony – where the intended answer is the opposite of the actual answer. Case in point: Back when cab forward cars were all the rage and the once mighty Plymouth brand was put out to pasture, Chrysler looked as if it had a fighting chance at remaining solidly within the Big 3. The Dodge Ram was a gauntlet thrown, the V10 Viper had sports car fans atwitter and the Dodge Intrepid really was a smart, good looking car.
Chrysler, meet Daimler, your new "equal." And by equal we mean Daimler gets the all the profits and you get cast off, last-generation Mercedes platforms on which to underpin your new cars. In the case of the 300C/Charger/Magnum, this particular strategy worked, for a couple of years at least. In the case of the Crossfire, not even a little bit. And then under Daimler's watch – and specifically under the eyes of Dieter Zetsche, a.k.a. Dr. Z – Chrysler was piledriven through the mat. Have you driven a Dodge Journey lately?
Here's the irony – Dr. Z is handing out unsolicited advice to Fiat's Sergio Marchionne vis-a-vis Chrysler – and we just can't help but laugh. Zetsche claims, "I continue to be emotional about this company and am crossing my fingers for the very best future." And while we're 51% sure he's being sincere, where was that emotion when he green lit the Jeep Compass? Or the Chrysler Sebring? Or the Dodge Caliber? All cars that led directly to the bankruptcy of Chrysler. We could go on, but you get the idea. Our advice to Sergio? Do the opposite of whatever Zetsche is telling you.
[Source: USA Today | Source photo by TORSTEN SILZ/AFP/Getty Images]
Reader Comments (Page 1 of 4)
Swede 8:55AM (11/15/2009)
So Marchionne should do the opposite to crossing his fingers and hoping for success for Chrysler and somehow that would work out better? I do wonder what Fiat wants with Chrysler though, because the way I see it Chrysler has zero future.
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Xenon 3:06AM (11/16/2009)
Your comment has no future.
Avinash machado 9:05AM (11/15/2009)
That gray mustache looks so scary.
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Not THAT Matt 11:19AM (11/15/2009)
What a goofy-'stached douche.
Sean 1:27PM (11/15/2009)
"You must be the monopoly guy!" -Ace Ventura
Avinash machado 9:06AM (11/15/2009)
I do not support the death penalty, but when it comes to spammers I think it is a valid punishment.
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jlm11579 9:14AM (11/15/2009)
Agreed. Through my advertising career, I've had the opportunity to see up close how the Detroit automotive community works. On the negative side, there was too much inbreeding and a lot of disdain for outsiders. We all knew they were in sole possession of the ability to f**k things up. But in the case of Chrysler in the 90's, they seemed to be making a lot of good decisions and the company was definitely on an upward trajectory. That is, until Daimler and the stifling culture that came with it entered the picture. Daimler wrecked Chrysler......no question about it....to characterize it any other way would be to lessen the severity of the crime. Good luck to Sergio. Chrysler needs an enormous amount of help.....let's hope that a dose of Italian creativity can bring about another Chrysler renaissance.
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JB32 4:59PM (11/15/2009)
This post is so right on the money. It was a horrible crime committed by Daimler and Fiat IS the logical choice to turn things around. I think Ghrysler will succeed with Fiat's help
Jim 10:59AM (11/15/2009)
I wish Marchionne would just publicly tell those nazis to shove it.
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JB32 4:59PM (11/15/2009)
Amen to that brother... Fist Chrysler than try screwing GM.... Unreal
Joey Mazz 1:30AM (11/18/2009)
Maybe Marchionne and Dr. Z will simply form an automotive "axis" and attempt to dominate the european auto industry through force and coercion. Renault will probably just surrender...
Jim 9:16AM (11/15/2009)
Hey, who better to offer advice on fixing Chrysler, than the people who wrecked it in the first place?
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Egon 9:20AM (11/15/2009)
Good grief. That's like getting healthy living tips from Dr. Kervorkian.
The amazing thing about the final DaimlerChrysler years (aka: The Death Spiral), is that the company was still producing some decent looking concept vehicles while simultaneously excreting the turds that comprise most of the current lineup. Go figure.
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fixitfixitstop 9:28AM (11/15/2009)
"That's like getting healthy living tips from Dr. Kervorkian."
I know you were trying to make an analogy, but this fails. Kevorkian didn't help healthy people die.
Egon 9:46AM (11/15/2009)
Fair enough. Let me try again:
If you were part of the team that was killing Chysler, it's hard to be taken seriously when you're dishing out advice on how to save them.
Kervorkian's 'patients' were terminally ill. Do you see the analogy now?
Ross 9:26AM (11/15/2009)
OK, so let's take a look at Zetsche's advice. Apparently it amounted to the following:
". . . in spite of emphasis on consuming less fuel, 'I would not focus exclusively on small cars going forward. I do believe the successful continuation of SUVs and larger cars is necessary.' Zetsche says he believes they're needed, not just for Chrysler and Fiat to succeed in the U.S., but for other automakers, too. They tend to be more profitable and, unless fuel prices in the U.S. zoom far higher, they remain popular. Many also are getting more fuel-efficient."
And Jonny's advice? "Do the opposite of whatever Zetsche is telling you."
Really? You're sure about that?
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Egon 9:36AM (11/15/2009)
Unfortunately, Mr. Zetsche was manning the bridge when the Good Ship Chrysler hit the iceberg. And he got paid handsomely to do it, I'm sure.
While it may be going a bit too far to place *all* of the blame on his shoulders, he certainly earned his fair share. And for him to provide any pointers now on how to go about unf*cking Chrysler is hilariously ironic.
Jim 9:49AM (11/15/2009)
Well, it was under his watch that we got such timely and appropriate products as the Aspen, Nitro, and Commander. So maybe Jonny has a point...
Ross 10:03AM (11/15/2009)
Yes, but the idea that Zetsche was actually lecturing Chrysler about what to do is just spin -- principally by a headline writer at USA Today, and now Jonny here at AB. Zetsche's only comment was that he believes it would be a mistake for any automaker to focus exclusively on small cars. Most of us would agree with that.
I frankly don't know how much of Chrysler's current problems can be laid at the feet of Zetsch, since I don't have any inside knowledge. I do know that Chrysler, for almost my entire lifetime, has lurched from one crisis to another, with intermittent periods of profitability. It has produced some great cars, and quite a few turkeys. And since it was the weakest of the Big Three (when that term meant something), it has always been in deep trouble whenever the economy has taken a downturn.
Tony 9:29AM (11/15/2009)
I understand how the Germans tried to run Chrysler as an outlet mall with the same quality of service and products to boot; but I'm still not sure the Italians don't have the same view of Chrysler. One has, and I fear the other will try to make and sell their products to the " Trailer Park" masses. This niche, and it's a big one is very tempting for anyone taking over Chrysler.
Offer a well featured car with some nifty gadget, like a glove box cooler, storage boxes in the Rams box or swing down tail-gate speakers. These are the bright shiny objects that are dangled in front of this niche and they fall for it every time, without asking too many other questions. Raise the MSRP just like Ford to a ridiculous level and offer $10,000.00 off the purchase price to make them feel they've got a fantastic deal.
When they bring their car in for service charge them 30% more for parts than Ford or GM and let the soaking begin. This of course is wonderful to Chrysler as this niche usually doesn't have the money to maintain this vehicle and tend to let maintenance slide. This and inferior quality is why Chrysler cars seem to age very quickly and fill the scrap heaps around America at a young age.
However be reassured this niche is loyal and will buy another Chrysler as they don't have the money to buy anything else. Chrysler will just have to come up with some new "Bling" to lure them in.
My 1989 Toyota Tercel will outlast another generation of Chrysler vehicles.
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