Jim Press: "Clarify and focus brands"

[nadepalma]

I thought that this was interesting. Its not really "new" news, but certainly more on an established theme. It follows on the heels of other established GMI thread such as "Chrysler expected to axe 3 products today" or "Report: Chrysler Group Set To Axe Up To Five Models" or "Chrysler Formally announces Plant and Model Changes; 4 models cut in 2008 ".

We all know that Chrysler is trimming back products and new ones are coming (though future plans are still up in the air).

However, Jim Press is suggesing a refocus of the brands to better address the markets; that is to refocus Chrysler and Jeep and expand Dodge. Many of his suggestions are very similar to ones that many GMIers and myself have made in the past...I know I had a rant on this on a few posts over the last month since the "pruning" was announced.

Could Press be reading what GMI members have been writing?

As nice as that last thought is, take a look at the complete article and the quotes below to see where Chrysler may be going in the coming years.

If anything, it's good to see they are bringing a bit of common sense into the mix.


Chrysler Does Some Pruning, But Where Are the New Seedlings?

Originally Posted by InsideLine

Additional Pruning
More pruning of the line is assured. Chrysler's dilemma has been that about 70 percent of its sales have been in trucks and SUVs, the highest percentage in the industry and way too high in this era of high gas prices. But last week's announcement of departing models won't rectify the issue, so there's more to be done to shift the balance.

In February, Chrysler announced the Delaware assembly plant that makes the Chrysler Aspen and Dodge Durango would close. This leaves in question the future of the Durango and Aspen, which are scheduled to receive a two-mode hybrid powertrain shared with General Motors and BMW models in early 2008.

The future of the Dakota pickup truck is questionable. Sales have been down double digits this year in a segment slumping due to high gas prices.

The remainder of the aged PT Cruiser line is likely to go before long.

Rumors ran rampant in Detroit after last week's announcement that the Chrysler Sebring's future could be short-lived. Chrysler announced that the plant which makes the Sebring along with the Dodge Avenger (both redesigned just this year) drops to a single shift, hardly a profitable level of capacity utilization.

The ridiculous Jeep Commander — a giant, squared-off sport-utility with a dangerous lack of rear visibility — is a likely candidate. The car-based Jeeps could be on the chopping block, too.

Making Brand Identity Clearer
At his first meeting with the media, Jim Press, Chrysler's vice chairman in charge of sales and marketing, said the automaker's three brands will become more focused and distinctive in the future, with fewer overlapping models.

"We need to use the portfolio to our advantage to preserve the clarity of our brands and not blur them," he said.

With Chrysler losing the Crossfire and Pacifica and potentially the PT Cruiser and Aspen, it's left with only the aging 300 and the new Town & Country minivan. One wonders what reason it has to exist — or what it will exist on.

Press insists — as have many of those before him with a conspicuous lack of success — the Chrysler brand can "go after an upscale luxury, higher-value-added and more sophisticated market."

Meanwhile, Press sees Dodge as "the volume leader with trucks and a full spectrum of vehicles."

Press suggested Jeep needed to get back to its trail-rated roots, from which the brand has strayed as it has introduced car-based crossover vehicles. He said Jeep should not use its brand name "to pass off a less-than-Jeep product" and compromise its "backwoods and off-road capability." He added, "If you want a crossover SUV that you won't take out of the garage because it's raining, that's not going to be a Jeep. It doesn't need to be. You've got Dodge for that."

[lonestarnox]

I agree that Jeep has lost its way. This guy Press has an impeccable track record, you have to give him that.

[jbartley]

ahah. so a fancy way of saying. OH BOY we screwed up major!

Side note: 70% of sales from trucks/suv's is high, isn't thaaat bad if you've got class-leading and the best fuel numbers in the class. But they have neither, they've got nothing class leading in any of the truck/suv segments.


and the Pacifica might have had a future if they gave it a serious overhall, but like the PT cruiser, they've given it nothing.

[camaro_freak]

Originally Posted by jbartley

ahah. so a fancy way of saying. OH BOY we screwed up major!

Side note: 70% of sales from trucks/suv's is high, isn't thaaat bad if you've got class-leading and the best fuel numbers in the class. But they have neither, they've got nothing class leading in any of the truck/suv segments.


and the Pacifica might have had a future if they gave it a serious overhall, but like the PT cruiser, they've given it nothing.

but they gave the Pacifica new headlights.. doesn't that count for something

[Darc Requiem]

Yeah Press does have an exceptional record. What he is saying has merit. With Benz out of the picture, Chrysler is free pursue the luxury market. Dodge can be the volume brand and Jeep can be what it was before true off road vehicles. Crap like the Compass and Commander can get the boot.

That said, the Chrysler brand is going to need a complete product overhaul. The 300 needs to be ready for a redesign and the Sebring needs an emergency overhaul. I am still trying to figure out how the Sebring's design got approved. I mean I don't care for the Avenger's new look but at least I can understand them going for the Mini-Charger angle. The Sebring looks like 5 different guys designed it without seeing what the other guys were doing. Some sort of halo vehicle is going to be needed as well. Whether it be the Firepower concept or an attractive version of the Imperial. They need to have something to draw buyers into the dealership to see their revamped product line.

[skylark68]

"He added, "If you want a crossover SUV that you won't take out of the garage because it's raining, that's not going to be a Jeep."

I am so glad Press said this. The Compass needs to go NOW.

I think Chrysler could become a luxury brand again instead of just a tarted up Dodge. A redesigned 300 could be the starting point. I think the Sebring should die except the convertible. The 300 should be the entry level Chrysler. Either that or offer a decontented 300 called the Newport or the Concorde.

Dodge should remain the mainstream brand and I hope that all of the dealerships consolidate to sell all 3 brands. This would allow Chrysler and Jeep to pursue their niche markets. Either that or bring Plymouth back to allow Chrysler and Jeep dealers to sell a cheaper vehicle without compromising their niche brands. Heck, a bunch of Chrysler Jeep dealerships still have Plymouth signs on their front lawns.

[KingElvis]

Ever since Detroit began making 'compacts' in the sixties, Chrysler's clarion call and recurring refrain was always...

"No 'Junior' editions."

There was no 'small' Chrysler until the Corodoba.

With no big brother in Merceds, Chrysler is free to go upscale. Chrysler should try becoming more of a Cadillac. Transfer the PT to Dodge - no big deal there since it was originally intended to be a Plymouth anyway.

They can continue with the Town and Country, but only sell it relatively loaded.

Make the current stretch wheelbase 'limo' 300 into an Imperial with a $50,000 base price.

Granted, it's much easier to sell out an established up-scale name than build up an existing one, but it can be done. If Chrysler is to continue to be a kind of Buick, then simpjy bring back the Imperial name as a mini division. Consider that Lexus became an 'instant icon' - it only goes back to 1988 - so you can create a new luxury marque without a proud heritage story. But then Imperial would give you the back-story.

The high end of the market is where the real profit margins come in - and this is the arena Chrysler was deprived of by its domineering big brother Mercedes.

Now Chrysler is free go where the money is.

[Buick61]

Originally Posted by camaro_freak

but they gave the Pacifica new headlights.. doesn't that count for something

It got a well received 4.0L V6 and a 6-speed automatic.

[ronald mcretard]

Originally Posted by KingElvis

Ever since Detroit began making 'compacts' in the sixties, Chrysler's clarion call and recurring refrain was always...

"No 'Junior' editions."

There was no 'small' Chrysler until the Corodoba.

With no big brother in Merceds, Chrysler is free to go upscale. Chrysler should try becoming more of a Cadillac. Transfer the PT to Dodge - no big deal there since it was originally intended to be a Plymouth anyway.

They can continue with the Town and Country, but only sell it relatively loaded.

Make the current stretch wheelbase 'limo' 300 into an Imperial with a $50,000 base price.

Granted, it's much easier to sell out an established up-scale name than build up an existing one, but it can be done. If Chrysler is to continue to be a kind of Buick, then simpjy bring back the Imperial name as a mini division. Consider that Lexus became an 'instant icon' - it only goes back to 1988 - so you can create a new luxury marque without a proud heritage story. But then Imperial would give you the back-story.

The high end of the market is where the real profit margins come in - and this is the arena Chrysler was deprived of by its domineering big brother Mercedes.

Now Chrysler is free go where the money is.

I don't know, do you really think people who buy BMWs, Mercedes, Lexus, etc. would consider a Chrysler? Cadillac barely competes, I don't think there's room for another American brand until people change their perception that import luxury is better than domestic luxury (which won't happen for a long time, if ever).

[windvale]

So it looks like my secret "master plan" of selling Buick and Pontiac to Chrysler is probably not going to fly... damn ! Looks like we're going to have to live with the redundant G5, G6, Lucerne, etc. for at least another couple years...

[HoosierRon]

Why would you not take a cross-over outside because it is raining? The Patriot is trail rated.

[New_Mexico_Sunset_on_Rt66]

Boy, thanks Mr. Obvious.

[windvale]

Originally Posted by HoosierRon

Why would you not take a cross-over outside because it is raining? The Patriot is trail rated.

There can be only one logical explanation...Jim Press is Un-Patriotic !

[HoosierRon]

Originally Posted by windvale

There can be only one logical explanation...Jim Press is Un-Patriotic !

Or quality control isues with the paint.

For the record, I am glad that Press left the Dark Side and joined a true American company. I just like the Patriot and hope it is not deemed "not Jeep enough" for Jeep.

[windvale]

Originally Posted by HoosierRon

Or quality control isues with the paint.

For the record, I am glad that Press left the Dark Side and joined a true American company. I just like the Patriot and hope it is not deemed "not Jeep enough" for Jeep.

Actually, I was making a joke old boy. You know...the Patriot...Un-Patriotic. Okay, I won't quit my day job...