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Chrysler -- back to the 1980s
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Lee Iacocca, when recently asked for his take on Chrysler’s current woes, informed that it pained him to see his old company, which has meant so much to America, on the ropes. He effectively conveyed his belief in the people of the company, and their ability to triumph once again, as they did under his aegis in the 1980s.
Sure, Mr. Iacocca has a greatly more personal stake in the affairs of the Pentastar corporation than I do, but I still found his words encouraging. It is understandable why he’s pained, and I share his optimism. Walter Chrysler’s company could use some optimism right about now.
Unfortunately, despite the recent Fiat deal, bright spots on dealer lots extend little beyond the Dodge Ram and Challenger. The Dodge Charger and its platform mate, the Chrysler 300C, are solid vehicles, but aren’t fresh news anymore, debuting as they did years ago. The rest of the corporate lineup is speckled with also-rans, mediocre devices like the Sebring, Avenger, and Caliber. I hadn’t thought offhand of the Chrysler Aspen, a tarted up Durango with a scored hood, chromed grille, and inflated price tag, until I saw one yesterday. Groan. Chalk up another fringe player.
To play in the big game, Chrysler needs some world class products to round out its decidedly gap-toothed vehicular array. Unfortunately, new cars, even nondescript ones, don’t hit the streets overnight. It can take a year to bring a rental fleet snorebox to market, much less a Motor Trend Car of the Year. Can Fiat help Chrysler get the factories retooled in time to ensure financial solvency? Here’s hoping.
But it’s not just Fiat that we need to be able to count on. It’s Chrysler itself. This isn’t Italy – it’s America, and while Fiat has made great strides in quality, performance, and efficiency since the days of the 1970s, when their cars were known for indifferent, if not woefully inadequate build quality, high repair bills and hard to find parts, American consumers also need a tangible connection to the great Chrysler vehicles of the past.
Not all of Chrysler’s accolades remain in the days of yesteryear, though. As mentioned, the Challenger is a standout vehicle, but it’s more of a halo car than a bread and butter rig, less a staple of the car line and more of an example of what the company can do. If Chrysler can bake the quality, looks, engineering, and value of the Challenger into a midsize sedan that meets the needs of Americans in a way that the Ford Taurus did in 1986, we’ll know they’ve arrived.
In the meantime, I’m not giving up. All three of the Big Three are important, and we need all of them to succeed. Here’s to the people of Chrysler, from corporate to the factories to the dealerships. I wish you the best. By the way, how about a new Daytona Turbo Z?
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