My armchair CEO thought for the day
March 7th, 2006 by CanadianJeepYJ
Here is my armchair CEO thought for DCX.
- GM and DCX will have hybrids for their trucks. They should do this to promote the gas-mileage of their big trucks. They should then take the Toyota approach and attach their hybrid technology to their smaller car line up, Caliber, Hornet, PT, Compass, and Patriot. If it is just a PR stunt, as opposed to Diesels, DCX should heavily invest in this technology.
- Chrysler should get the Firepower ala Aston Martin. A classic sports tourer with maximum refinement with a softer suspension.
- The Dodge Viper would up the ante with power and torque. The American benchmark for a sports car.
- The Dodge Challenger. Bring back the American muscle car. Big engine with maximum power at a reasonable price point.
- Chrysler Sebring Convertible hard top. If Chrysler is going to move up the luxury scale then this would be a move.
- Should continue producing Viper and PT verts along with a convertible version of the Firepower.
- I would also give Dodge some convertibles. Since the Sebring would have a hard top, I would give the Avenger a soft top version for the fleets and for a more reasonable price. I would also add a convertible version of the Caliber. The Caliber is the type of car just itching for a vert version.
- I would also add a Challenger convertible.
- Dodge should really have a Suburban fighter. If the markets for these types of vehicles remain at a quarter of a million units, does could play in this arena. This vehicle could be based off of the Ram or stretched Durango platform. At least the SUV could help spread around the costs for the Durango.
- Dodge Durango, Chrysler Aspen, and Jeep Commander. I would stretch the Commanders platform even more to make sure that adults could truly site in the second row and make the third row a real third row.
- Jeep Grand Cherokee would have larger cabin room for second row passengers.
- Shorted Durango platform or make use of the Grand Cherokee platform to bring back the Dodge Ramcharger. Ever since the Chevy Blazer went off of the market, there is no more two door SUVs.
- 4 door Wrangler which would be called the Rescue
- Dodge Nitro, Jeep Liberty with a more masculine look to it.
- Chrysler version of the Liberty. As gas prices being to work their way up, this particular segment will become more popular. An upscale version will spread costs and bring more cliental to the brand.
- 2 door Wrangler
- Right now we have the PT, Caliber, Compass, and Patriot.
- I would add an additional crossover to the Chrysler brand to complete with the Lexus RX and soon to be Lincoln MKX. Possibly built off of the new Sebring/Avenger platform
- The Pacifica fits nicely into the upscale minivan market. For people who don’t want a minivan but don’t want the gas milage of an SUV.
- The ME412 would have helped produce a halo effect for Chrysler saying that Chrysler wants to make inroads in the Luxury department. Since the ME412 will never get produced, the Imperial will definitely fit the bill. If it could be produced to even break-even the halo effect from the Imperial would help the brand charge more for other vehicles in the line up.
- Chrysler 300, Dodge Magnum and Charger. All rwd vehicles. I would take the 2.7L out of the line up as soon as the new Avenger and Sebring hit the market. I would possible keep the 2.7L in the Magnum to help prop up its sales.
- The new Avenger and Sebring will definitely keep the sales coming in.
- Coupe versions of each of the cars would soon follow.
- Dodge should really find a partner ASAP to build the masculine looking Hornet. Style is defiantly missing in this particular category of cars, something this Hornet has.
- I would also add a PT roadster coupe. How hot was that SEMA car that was shown a couple of years ago.
- Full Size trucks: Ram 1500 to 5500
- Mid Size trucks: Dodge Dakota and Jeep Gladiator based off of the Dakota or Rescue.
- Compact trucks: A Nitro based truck ala M80 and a Jeep Scramble based off of the Wrangler.
- Chrysler Town and Country and the Dodge Caravan in short and long base vehicles.
Any thoughts? Additions or Subtractions? Any thoughts for name of these new vehicles?
In summary:
Chrysler:
PT (crossover, vert, hybrid, roadster coupe)
Firepower (coupe and vert)
Sebring (vert, coupe, sedan)
Aspen (large SUV)
Chrysler Liberty (compact SUV)
Chrysler RX or MKK (crossover)
Pacifica (crossover)
Imperial (Lux sedan)
300 (large sedan)
Town and Country (two wheelbases)
Dodge:
Viper (coupe and vert)
Challenger (coupe and vert)
Caliber (crossover, hybrid, vert)
Avenger (vert, coupe, sedan)
Dodge Suburban (jumbo SUV)
Durango (large SUV)
Ramcharger (2 door mid-size SUV)
Nitro (compact SUV)
Magnum (large sedan)
Charger (large sedan)
Hornet (compact sedan, hybrid)
Caravan (two wheelbases)
Ram (large truck)
Dakota (mid size truck)
M80 (compact truck)
Jeep:
Commander (large SUV)
Grand Cherokee (mid size SUV)
Rescue (mid size SUV)
Gladiator (mid size truck)
Liberty (compact SUV)
Wrangler (compact SUV)
Scrambler (compact truck)
Compass (crossover, hybrid)
Patriot (crossover, hybrid)
Chrysler already has a larger crossover…the Pacifica.
That’s a HUGE fleet; I don’t think they could support a fleet that big.
Hi
I was worried that I was going to forget an already production vehicle.
Thanks Rich for reminding me about the Pacifica.
I fleet may huge, but some of the new “cars” would be supported by current platforms.
I really doesn’t seem out of reach.
“Town and Country (two wheelbases)” - I think one wheelbase makes more sense. Two confuses matters and dilutes the brand. Likewise, a compact SUV is, IMHO, not desirable. It puts the same SUV under three different brands, and how will Chrylser distinguish itself from Dodge?
Jeep - not a stretch from where they are now, and makes sense. Gladiator is essentially a Ram with major mods, while Scrambler is a go as well, so that’s one more vehicle than planned.
Dodge -I wouldn’t bother with a Challenger convertible unless it’s outsourced. Likewise the Suburban would probably steal sales from Durango and end up a wash or a loss, and a waste of resources. Ramcharger would be too close to Nitro or Durango. Three LX cars? (Magnum, Charger, Challenger) … otherwise makes sense.
Of course if we really want to be clever we say, “what fits the brand images? Does Gladiator fit Jeep? Does Magnum fit Dodge or simply dilute Charger? What about the Caliber? How does that fit the Dodge image they’re trying so hard to make us believe? And then there’s the pedestrian Caravan…
If we create a new division, let’s call it Mouthply just for the sake of argument, we can dump in:
1) Short wheelbase and long wheelbase minivans
2) PT Cruiser
3) Standard-engined, base-model Avenger/Sebring
4) Caliber (assuming it doesn’t become a sales sensation)
Now, the minivans - Chryslr would get a TRUE luxury mini, the first to ever be sold unless you count the Mercedes M Class, and Dodge would get a short-wheelbase, big-engined mini that can outperform Toyota. Mouthplym would sell the Voyager, a recognizable name, in standard family editions for the normal buyer. Then Chrysler can be luxurious, Dodge big and brash. Likewise, Mouthplym would sell standard edition Calibers, and Dodge would sell the AWD and SRT versions.
Let’s call it Mouthply….very nice :)
And Hi to you to Curtis :)
Well, frankly, I am not sure what happened to my reply to you. It was a bit more than “HI.” Sort of a tongue in cheek look at your armchair CEO position. That is a good take BTW for comments. I like that.
One further comment…does every division *really* have to compete in *every* market segment? Most Chrysler dealers sell Jeeps. So why do they need a version of the Liberty? You’re also asking them to market all these vehicles.
They can’t successfully market the ones they have now.
I agree there. Indeed, the ONLY reason I think Chrysler should sell a minivan is because they have an opp for the first true luxury mini. The Aspen I include because it’s alreayd in production and would not be a good Plymouth.
At some point maybe the lines have to simplify. One thing is for sure, though - the days of “each vehicle has three badges” should be over, and should never have started in the first place. How many sales did the Dart really bring in over and above what the Valiant woudl have done, and what price was paid by Dodge in other ways for selling Darts?
Alright…I expected more debate on this blog and I think we are getting there.
You make a very good point Rich. Does a devision really need to compete in every single market.
My answer is yes and no. I may conseed on the fact that Chrysler may not need its own version of the Liberty.
However, if you are going to move chrysler up market, then they must compete with the other upscale divisions.
Infinity has the FX, Lexus has the RX, Lincoln with the MKX, Cadillac has the SRX.
Chrysler needs that __________. If the competitors has a vehicle and they are all selling well, then Chrysler should also get that pie of that pie.
And don’t tell me that the Pacifica is a competitor to the FX, RX, MKX, and SRX. It is THE luxury minivan.
Same goes for the Aspen. Navigator, Escalade. Chrysler needs this vehicle. (Hopefully the next gen Aspen will be a real killer.)
And if most Chrysler dealers are linked up the Jeep brand as well.
All the more reason for Jeep to start producing some trucks.
Each dealer will get the best of both worlds.
Just a thought.
Still, I maintain they do NOT have to carry a vehicle in a particular segment just because the competition does. I think it better to determine where they want to position they’re respective brands, and base their product lineup on what’s best for those goals.
I never thought of the Pacifica as a minivan, and it sure isn’t marketed as one.
Speaking of which…I’m still unconvinced they can handle a greatly expanded lineup from the marketing standpoint. You’re also going to be stretching dealer parking lots with a lineup that big; especially the smaller dealers.
Things like the Ramcharger are particularly never going to fly; there’s a reason they don’t do two door Blazers or Explorers anymore - they don’t sell.
I agreew ith Rich on this one, with one addition - if you have full lines across the board, you eventually end up with “cost saving” moves that bring us back to where we started.
No Chryslers under $25,000.
No Dodges under $12,000.
No Plymouths over $22,000.
Jeep can do anything ;)
The latest wrinkle appears to be ahving a “real off-road” tuned vehicle for Jeep and a similar “paved-road tuned” one for Dodge. Kinda makes sense IF they spend enough time on engineering.
This is great…wonderful debate about this issue.
Dave you know that I am in agreement with the
No Chryslers under $25,000.
No Dodges under $12,000.
No Plymouths over $22,000.
And Jeep can do anything; you bet it can :)
I am sure I listed too many vehicles that DCX could product.
I was really after what other people thought, but subtracting or even adding to the list.
Rich I take it you would subtract a bunch of vehicles form my list.
Chrysler Liberty for one. what other vehicles would you take off?
I would be intesting in seeing what you have to say :)
OK. So this is like a small voice from the back of the room for the CEO (armchair type). As a stockholder, I am just wondering how you are going to spend and make money for “my” company by great expansion of model lines. This constantly blurs the price levels and confuses me because I don’t get all those Chryslers being marketed like Plymouths when I truly thought you were pushing Chrysler upscale. Dodge doesnt have a model that competes on the low end like the low end 300 C. Somehow that just doesn’t make sense to me. Plymouth was brutally killed off, and continues to be a source of vociferious reaction whenever it comes up. Yet, largely, DCX has and continues to ignore this HUGE market segement without response. Fiddling with Dodge and introduction of 10,000 name plates with Dodge stuck on it is not going to penetrate that market without sheer committment to Dodge going into the Plymouth marketing segment, which, respectfully, it has not yet done so. Frankly, I don’t see it happening, unless Dodge is going to be considered as Plymouth, which that of course can never happen. So, what is it then that you propose to do to once more restore the anchor of the Chrysler Group in the same way that Plymouth did for so many years. The current crop of vehicles could easily lose their luster to the public. The Charger certainly hasn’t been a wild success. Perhaps a re-introduction under a new skin with a different name would have made a greater impact. I can agree with the proposed price ranges. As long as the divisions were given strict parameters NOT to cross over into their own division’s territory and maintained the price targets.
Wow, OK, lost track of this string :)
Cars that I’d have on the chopping block:
Chrysler Liberty, without a doubt. The RX/MKK fighter is already there in the Pacifica; don’t need more than one of those. PT coupe? I dunno. The PT was sold on fun and functionality. The loss of functionality in the convertible is offset by the increased fun factor. Not sure that carries over into the coupe.
I’m with you on the two wheelbases, with the caveat that SWB does not equal ‘base model’ as it currently does. Stow & Go I can see as a legitimate problem but otherwise it should be as luxurious as the longer version.
Overall I’d move the Chrysler offerings upmarket compared to Dodge, in materials, insulation, etc.
Dodge: No “Suburban”. I think that’s a really specialized vehicle and I don’t think they can crack into that market enough, especially with Ford re-entering it. Ramcharger was covered; two door SUVS are dealer lot ornaments. Caliber convertible? Hmm. I’d have to have the business case proven for that. It’ll be on the same platform as the PT Cruiser though, so that makes a good argument. On the fence on that one. Show me a well executed vehicle and it might sway me.
The Jeep Rescue and Scrambler seem to overlap either other Jeeps or other products in the organization. Chrysler dealers also sell Jeeps and I don’t want to overburden them and their lots with more vehicles than they can handle (some aren’t good at handling what they now have). I don’t think Jeep needs two pickups; the Gladiator wins out. I’d rather upsize the Liberty than do the Rescue (or remake it into the Rescue; point is one has to go). The Compass & Patriot stay.
Overall idea:
As mentioned fairly often, Dodge is still being stretched in many different directions. Trucks, sporty vehicles, and entry level vehicles. I leave Dodge the most vehicles because it has to cover a larger slice of the marketplace. For this discussion I am assuming reviving Plymouth is off the table. I’m choosing to bump Chrysler upscale a bit and have Dodge try to deal with ‘everything else’ as best it can, while Jeep still gets to grow its portfolio and (re)enter some markets. This does leave Dodge with the same problems it has now, but would at least enable Chrysler to grow its image and bail out of the ‘base car’ market. We still have to market these vehicles though. Chrysler has to communicate the growth upward (without denigrating its past) while Dodge has all sorts of markets to penetrate. Jeep will probably get the small piece of the marketing pie, based on the idea that people already know what a Jeep is.
DCX needs to look at what it has and focus on quality and innovation, the compass is ugly, the aspen has potential. Trying to bring the Chrysler brand upscale is a stupid idea, the crossfire proves this point quite well they cannot sell enough of them to justify the cost. Detroit has forgotten that entry level vehicles that endear themselves to the younger generations, who grow up to buy luxury vehicles is where it is at. Not gas guzzling SUVS that have questionable quality.The Pacifica needs a new more powerful engine with better efficiency, the caliber needs better fuel economy and a weight reduction. The Viper needs refinement, the ME412 should be built; the new minivan needs more innovation a more fuel efficient v6 not a bigger one. etc. If chrysler can fix the little things they will have the customer base and the money to dabble in the exotic market and to support the new brands they may look at. Check out Toyota and Honda tell me thats not how they did. Entry level, to luxury, using reliability as the holding point. Great products sell quality keeps the people coming back.
All of the suggestions are well and good. I believe the Challenger should be produced as soon as possible. I would
make it with a 3.5 litre for entry level for around 25k. This is a market segment that we are missing out on. The
Charger should offer a Hemi version in cloth for around the 25k mark as well. I believe this would boost sales dramatically. The Pacifica, Minivans, and Durangos should go to Side impact airbags as standard features. Being a sales representative for our product these are the issues that I encounter almost on a dily basis. The Power Wagon should be offered with a diesel. I am excited about what Chrysler is doing with our new products. The future is looking briht as ever for our business.
Bring back 7year/70,000 Powertrain. Customers buy these products because they are covered from start to finish. Dodge has a reputation lingering from the old transmission days. It was yanked too soon. We are missing business due to customers not wanting to have to pay an extra $1500 for an extended warranty. Granted our quality is improving dramatically, but the past still lingers in the consumers mind.
new suvs
Great site! I’ll be back to check it out again. Thanks!