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Mon
Oct 13 2008

Does Chrysler deserve to be saved?

Steve Cropley

I know this is heresy, but looking at the question from as far away as the width of the Atlantic, I really don't believe it would matter if Chrysler's business were folded into GM's, especially if the move amounted to extra security for the pair of them.

Chrysler There will be many in the US who are motivated by old, nostalgic love for the 'Mopar' marques, but from where I'm standing, the only one of these two which has done good work (or looks like doing it in the near future) is GM.

The Chrysler design cupboard seems to be bare, not least because so many of its design staff have departed for pastures new. The bits of Chrysler worth keeping, Dodge and Jeep in my book, could be maintained under GM leadership. Indeed, they might well find themselves better preserved.

The Chrysler marque itself stopped meaning very much to me 20 years ago. I mean, who cares if the Voyager and PT Cruiser live or die?

My own impression is that, even when times are as tough as this, a GM led by Rick Wagoner and the fine teams that he's assembled, stands a better chance of making the cars we'll need tomorrow than what I've seen of the modern, Cerberus-controlled Chrysler. All GM needs is time to implement its bold plan followed by some faith from car buyers.

However horrible it seems, this trough is part of a cycle. Things will not stay like this. From what I've seen of GM's future plans, the giant conglomerate is as prepared for the car-selling conditions of tomorrow as Chrysler is not. Were they able to build something stronger by merging, the plan would get my vote in an instant.

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About Steve Cropley

Road tester of 35 years and columnist of 15, Steve says he’s as much in love with cars today as he was on day one. “And not just the cars, but also the industry that makes ’em.”

Comments

horseandcart October 13, 2008 6:20 PM

I agree basically. The Yank car market has shrunk from 17 million units to 13m units and likely to fall below 12m. That means somebody's got to take out serious capacity. In addition the typical unit has changed from a 4,000lb plus light truck/SUV to an econobox, requiring roughly one third less input in materials and labour.

The Yank car industry lost its soul after the early 70s oil price spike and became run by finance men. Chrysler pulled a fast one in the early 90s with lean enterprise talk guff and lured in Daimler. They bought a shell, got badly burnt. Let's just hope the snakeoil salesmen of Cerberus get burnt too with their eye-for-a-bargain 80% purchase of Chrysler.

W124 October 13, 2008 11:22 PM

Absolutely.  GM have, with the Volt, faced this head on, or at least shown willingness to do so.  Chrysler have been trapped between GM and Ford and if one of the Big Three has to go, they must know it is for them that the bell tolls.  GM should just leave Chrysler alone if they have any sense. I totally agree about Jeep as a brand but the product is pretty out of step.

Bobafari October 14, 2008 2:36 AM

I sure hope so, I bought £5k of GM shares 18 months ago on the basis of their measured sustainability policy(i.e. not "oh my gawd, it's a hybrid! britney's got 1 of those") one of Steve's articles was the trigger I think.

they're worth less than £1k now...

I just can't work out if they've just got a switched on PR guy, or if it's the pensions backlog still working its way through.  If it were the latter, would a merger help or hinder the situation?

time will tell

It really irks me, as I think Vauxhall are underated, and out of the big three, GM is the least inclined to churn out lowest common denominator boring s h i t e (imho!)

ESP deactivated October 14, 2008 7:43 AM

The sooner Chrysler slips beneath the waves, the better. The Sebring/ Avenger/ Nitro/ Caliber are just embarrassingly off-the-pace, and as it stands at the moment, Chrysler hasn't even got the resources to develop replacements for them (trying like mad to find another manufacturer willing to licence its platform). It's America's answer to MG Rover, and - in a Weakest link stylee - goodbye!

coolGav October 14, 2008 9:57 AM

Why should GM try to buy its way out of trouble? Sounds crazy to me to buy Chrysler who are facing big problems too. GM are already showing signs of longer term recovery with the Volt and some reasonable European cars that they can adapt for the US market.

Quattro369 October 14, 2008 2:01 PM

I agree. GM: "When in a hole, stop digging" The last thing they need to do is take on more debt, factories, employees and dreaded healthcare plans/pensions. They need to be reducing there size not increasing it!GM Europe is actually currently making a profit.

No-one this side of the Atlantic will miss Chrysler anyway. Maybe they could just sell the name to the Chinese or allow them to make cars under licence.

drh3b October 17, 2008 7:26 PM

As an American, I couldn't care less about Chrysler, except in terms of job loss. Outside of the minivans, which they invented, and Jeep, if you like those kinds of things, they have absolutely nothing except the Challenger.  Everything else they make is crap, even by our standards. Cerberus bought them on the cheap, and apparently still can't make money on them.

unionjack October 21, 2008 2:28 PM

amazingly, there seems to be quite a consensus building in the comments here. i cant understand why gm might be interested in buying chrysler. far better to wait for it to fold, and buy the bits they want from the administrator, without the pension liabilities.

what could they want to buy? perhaps the jeep brand.... or they could just let mahindra from india or oneof the koreans or chinese buy that. minivans? fine, but is the design team still there?

the main attraction for gm (and ford!) in my opinion is for chrysler to fold, and as a result capacity get taken out of the us car market

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