Chrysler and Fiat spent nearly an entire day last week unveiling the company's
five-year product plan, and there are a lot of changes in store. Here is one journalist's quick take on the plan.
* The Viper is going away, to be replaced by a Fiat-based sports car in 2012. To me, that's a bittersweet moment. I was 12 years old in 1992 when the Viper was launched, and the snaky sports car was one of several cars that helped turn me into a car enthusiast. As an adult, I've had the chance to spend some brief time behind the wheel of the modern Viper, and it's still an amazing car. Sure, today's customers may not appreciate the lack of creature comforts--Chevy's rival Corvette offers a much more civilized experience for less money--but Dodge never has apologized for that.
On the other hand, the Viper is getting long in the tooth, and it's hard to justify a business case for a gas-guzzling sports car when you're a company that is emerging from a federally-assisted bankruptcy in a recession-racked market that is increasingly focusing on "green" . General Motors avoided taking too much PR flack for keeping the Corvette, due to the
Vette's status as an American icon and its more-palatable fuel-economy numbers.
As noted above, Vipers don't offer a lot of creature comforts, and they don't come cheap. While some folks appreciate the Viper for its elemental, back-to-basics nature, many customers with that kind of disposable income might prefer to be coddled a bit. High-priced
supercars are a tough sell even during the good times, and the recession likely has made it harder for struggling Dodge dealers to move Vipers. Not to mention high gas prices and the low fuel-economy numbers that come along with V-10 power.
Replacing the Viper with a Fiat-based sports car makes sense. The question is, will the new car be like the Viper--a high-power, low-weight sports car that evokes images of American muscle? Or will it be a high-tech wonder that offers better handling and more electronic
gizmos that current serpent? It's too early to tell.
* Dodge will be getting a crossover SUV to compete with Chevy Traverse and Toyota Highlander. Sure, the company already has the Journey, which is a nice-enough vehicle, but it doesn't look like an SUV, and therefore, consumers really haven't perceived it as such, it's been seen more as an alternative to minivans. Considering that Journey is a relatively new model, I doubt it's going anywhere, but I think it's a smart business move for Dodge to come up with something that looks a little more "SUV-like" in the crossover category.
* Jeep will gain a new small SUV. Another smart move,
if the new vehicle is executed properly. Chrysler brands have suffered in part due to a poor reputation for quality, so if the company is to regain a strong foothold in the market, any and all new or redesigned products will need to be well-done. Jeep took a step backwards with the current Liberty and the rest of the lineup--save perhaps the Wrangler and Grand Cherokee--so every new product going forward will need to bring buyers back into the fold.
* Chrysler has begun advertising again. Regardless of the critical reaction towards the ads--which hasn't been completely favorable--the fact is, an ad blitz will put the names of Chrysler's brands back in the public eye. Some folks may have thought of the company as a non-entity as it progressed through bankruptcy, especially since the future of the company itself was in doubt. Unlike GM, which continued to launch new models, continued to blanket the airwaves with ads, and continued to remain in the public eye, Chrysler and its associated brands faded into the background when it came to product, and it seemed like the only news reported about the company was related to the bankruptcy--and more than a fair share of that news was negative. This gave the public a negative perception of the company, as more than a few folks thought that the company was teetering on the brink of failure. Bringing advertising back to a much higher level and showing off future products could give consumers the idea that Chrysler will be around for a while.
* Overall, the recognition that most of the company's current products need to be overhauled--and quickly--by the top brass is a good sign. There is a perception that Chrysler's previous owners, Cerberus Capital Management, never seemed all that interested in research and development of products. At least now, it appears that management grasps the importance of the quality of cars on the showroom floor. Whether this translates into results remains to be seen.
At this point, the company is simply showing signs of life, although the plans revealed last week received mixed reviews from the motoring press. It didn't help that most of the future-product details that were revealed were generic at best and vague at worst. Certainly, Chrysler/Fiat couldn't reveal too much, since the company doesn't want to give away secrets. So we'll just have to wait to see if the company's upcoming products can be competitive. And that may be the problem--some observers believe the company may not be able to stick around long enough to produce its promised product. I, for one, think those observers are wrong--Chrysler will hang in there long enough for these products to launch. The question is: Will these products be enough to keep it around for a much longer period of time?