Dear Dr. Zetsche,

I read the USA Today article about you, and would like to make a few comments and issue a challenge.

The article says you are a real car guy, and are devoid of the typical arrogance found in people who have reached such a high position in the business world. It says you park with the masses, eat in the cafeteria and mingle with union bosses. No doubt those practices are uncommon, even though they have been a basic part of managerial training for nearly 20 years. To know that you practice what you learned speaks well of your ability to put mission before ego. However, at this point, there is no telling if you are sincere, or simply another talented, but devious manipulator. Forgive my cynicism, but no matter what your skills, personal values and intentions, you will carry the albatross of corporate deceit for a long time.

On that note, I'm willing to stifle my cynicism and criticism if you are willing to take on a quixotic challenge. Prove to me that you really care about Chrysler and customers like me. If you can do that, I will happily close ranks and defend your case before those less forgiving.

If you are a real 'car guy', you know that cars are not laundry detergent or toothpaste. You also know that image, legend and product are what sells cars, not advertising. You can advertise that a toad is a prince forever, but the fact remains the toad is still a toad, and only a few people can be convinced otherwise. The PT Cruiser needs no advertising to sell every one built, because it's not a toad.

The PT Cruiser sells because of product, the Mercedes brands because of image. The PT is fresh and exciting, while Mercedes is stodgy and boring - but it carries image.

Here is my challenge. Don't try to go head to head with Japan. You can't out-Honda a Honda. Restore the tarnished image of Chrysler and concentrate on the foundation that once was there. Build the legend, don't water it down further.

How do you build a legend? I don't have any magical answers, but I do know what the old Chrysler was in my mind.

It was a car company that took chances to be unique. It brought us simple, exciting, beautiful cars like the finned Exner beauties of the 1950s. It brought us fun, inexpensive, high performance cars like the 340 Darts, Roadrunners and Barracudas of the 60s and 70s, not mega-bucks, limited-production two-seaters. It created elegant brutes like the Chrysler 300 letter cars, not the generic, unisex 4-door that inherited the name. It brought unique, reliable, but uncomplicated engines like the slant 6 and Hemi, not a dozen forgettable, underpowered 4s and V6s. It was not afraid to be different with such innovations as torsion bar suspension, swivel seats, push-button transmissions, ram-induction and vivid color choices. It built simple, tough drivetrains that you could depend on, not mistrust from day one.

The PT Cruiser is a legend builder - if you improve upon it and give it more power. Don't let it stagnate.

The 300 Hemi Convertible is a legend builder without question.

A V8 powered Dodge Charger, priced for the blue-collar guy, is a legend builder. It's the one I want.

Bob Lutz's new creation with a Chrysler drive train might be a legend builder. Imperial by Cunningham? Sounds good to me!

A proven bulletproof four-speed automatic renamed TorqueFlite II would be a legend builder.

The return of an inexpensive, RWD two-door hardtop would be a legend builder. Darts and Valiants were legends until they became fat, underpowered and expensive. The cars are gone, but the niche still exists.

When you create a successful model, don't degrade it by gluing its nameplate on a toad to temporarily gain a few more sales. Don't put the Viper nameplate on a van. Improve the product every model year; don't let weaknesses continue because it's only two years until model changeover. Build the legend.

I've rambled on longer than planned, and I think you get the message by now. If you are up to the challenge, count me in. If you are simply going through the motions to feather your economic nest, like Eaton, be honest enough to tell us. We Chrysler enthusiasts have taken it on the chin too many times and for too long. Give us some hope, or give us our bye.

Thanks for listening.

Gary S.

Note: a discussion of this letter has been ongoing at the news and rumors forum (May 8, 2001)