Pundits keep pushing to Chrysler CEO Sergio Marchionne that the success of the auto maker rests on the development of new models.
Don’t worry, you seers from the land of print media. Mr. Marchionne knows this and he has a plan. According to the Detroit News, he already has laid the groundwork on improved quality and a parade of new models for the beleaguered brand. Henceforth, Chrysler will be a luxury line, Dodge a value brand. And these new incarnations will be pushed by ads that are expected to attract a lot of attention, too.
You could say that Marchionne started his job running. For example, it didn’t take him long to break the Ram truck division away from Dodge. Now it is up to Dodge to define what it is and what it stands for. No excuses.
First stop, the Super Bowl. Some major Detroit companies have decided to forego the Super Bowl, but Chrysler is taking a bold step spending as much as $5 million to run the ad. Look for the new Dodge concept to make a major splash in an ad scheduled for showing during this year’s Super Bowl. Selling points about the new Dodge that may or may not appear in the ad include in-floor storage bins and built in drink coolers. The car will also be offered at a value price compared to the competition. The Grand Caravan is priced at $23,995 while the Honda Odyssey has a suggested manufacturer’s retail price of $26,805.
But the Dodge will also have a sporty more aggressive persona. Keep in mind that its lineup includes the Dodge Challenger.
The Chrysler brand will also be new in style and philosophy. The company plans to target it toward the well-educated, sophisticated consumer. look for a Chrysler ad where the car becomes part of a scene from that iconic movie Breakfast at Tiffany’s, “A little touch of style along with a pinch of controversy.” Chrysler recently showed the latter when it ran an add calling for the release of Burmese human rights activist Aung San Suu Kyi. This is not your grandfather’s Chrysler.
There will also be an attempt to increase Chrysler’s international sales. Finally, there is talk of a Chrysler-Lancia merger which will allow one to fill in the gaps of the other making both more of an international car.
How fast can a Chrysler turnaround take place? Many say it will take at least two years. But Marchionne is confident that he can break that record and achieve it earlier.
Currently, Chrysler’s market share in the U.S. is 9 percent. That’s some drop when you consider that the company had a 13 percent share just three years ago. A lot is riding on the new Dodge Charger and Chrysler 300 sedan coming this year. Our answer on the survival of Chrysler may be sooner than later.
Where would the Sebring convertible fit in? I ask because I’m the proud owner of one. We love the car.
Perhaps, in a retro move, it could be rebranded the DeSoto? Or maybe sort of merge with Lancia, and pick up a little bit of Italian styling?
Well Chrysler does need to get a better line up than it has right now. The Chrysler 300 is the only thing close to luxury that Chrysler has going for itself. As for Dodge taking on the world…well that means that some major refresh must come to current models and a couple new models should come as well. Glad to see Marchionne has a plan and will also air ads on Super Bowl.