Highlights from the Chrysler Marathon

Two days ago, Chrysler held what may be the longest press conference in world history. OK, maybe not *the* longest, but it was pretty farking long. They talked about, well, anything and everything Chrysler related. Problems, plans, goals, you name it. Here are just a few of the things I think are worth mentioning:

  • Chrysler plans to increase market share from current 1.8% to 3.4% by 2014.
  • 2011 Town & Country gets new engine & interior
  • All new 2011 Chrysler 300
  • PT Cruiser dies ( finally ) in 2010
  • “Refreshed” 2011 Sebring
  • RAM brand has two slogoans: “My name is Ram” and “My tank is full”. I cannot express how awful BOTH of these slogans are.
  • Goal of 415,000 RAM units, up from 280,000 in 2010. And who is going to buy the additional 135,000 trucks, if I may ask?
  • Dakota dead in 2012
  • Next Jeep Liberty ( ETA Unknown ) will drop 600 lbs. Unibody in the Liberty’s future?
  • Fiat 500 to show up Q4 2010
  • Avenger to die by 2013
  • Caliber gets a refresh in 2010
  • Pentastar V6 ( finally ) arrives in Q2-Q3 2010, first in the Jeep Grand Cherokee

Sure, there’s a lot of changes in the works for Chrysler. But their goals of profitability / paying back the government free money hinges on making huge gains in market share and volume. Both the Chrysler and Dodge brands have been damaged so severely, I have trouble seeing who their target buyers are. Is someone like me supposed to replace his family Honda with a Dodge Avenger? Not a chance, no matter how much you revise it.

I wish Chrysler luck….but they have a tough battle ahead.

Published on November 5, 2009 in Chrysler

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