Chrysler
Among the Big 3, Chrysler has suffered the most over the past 15 years. Sure, lacklustre sales have compromised its financial health, but what about brand identity? Chrysler used to be HUGE in the '60s, '70s and early '80s. Since then, it has lost its way in the shadow of GM and Toyota. While reliability seldom found a spot in the equation, styling played a big part (well, most of the time).
Little has changed in the new millennium. Of course, Chrysler products are more reliable, but they fail to generate excitement. A car like the 200 is nothing more than a warmed-up Sebring with a revised interior, while the Caliber misses every mark (thank God the 2013 Dodge Dart is on the way). The 300 and Charger sedans, the Grand Caravan minivan as well as the Ram trucks represent the best of Chrysler right now, but they can't support the automaker alone.
Fortunately, there's Fiat. The Italian company offers upscale and stylish models that will work to enhance Chrysler's ''must-have'' appeal... provided that American customers respond positively to this new offering. This is not like Volvo, whose new Chinese owners simply keep filling the bank; sales of the Fiat 500 have been free-falling for a couple of months. It's time to bring in fresh new products.
Among the Big 3, Chrysler has suffered the most over the past 15 years. Sure, lacklustre sales have compromised its financial health, but what about brand identity? Chrysler used to be HUGE in the '60s, '70s and early '80s. Since then, it has lost its way in the shadow of GM and Toyota. While reliability seldom found a spot in the equation, styling played a big part (well, most of the time).
Little has changed in the new millennium. Of course, Chrysler products are more reliable, but they fail to generate excitement. A car like the 200 is nothing more than a warmed-up Sebring with a revised interior, while the Caliber misses every mark (thank God the 2013 Dodge Dart is on the way). The 300 and Charger sedans, the Grand Caravan minivan as well as the Ram trucks represent the best of Chrysler right now, but they can't support the automaker alone.
Fortunately, there's Fiat. The Italian company offers upscale and stylish models that will work to enhance Chrysler's ''must-have'' appeal... provided that American customers respond positively to this new offering. This is not like Volvo, whose new Chinese owners simply keep filling the bank; sales of the Fiat 500 have been free-falling for a couple of months. It's time to bring in fresh new products.
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| 2011 Dodge Charger (Photo: Lesley Wimbush/Auto123.com) |