Rather than selling off pieces of the Chrysler Group to the highest bidder, DaimlerChrysler should find a group wealthy American investors to return the brand to its former glory, says Automotive columnist Jerry Flint.
“Now think of the best that can happen. A fabulously wealthy American or a group of American private equity investors takes over Chrysler. The buyers are–gulp–patriots. They want to save the company and all those jobs for America. They want to prove that Americans can still do it,” writes Flint.
“You know, like when Richard Gere sees the light in Pretty Woman and decides to build big, beautiful ships instead of breaking up that shipyard and selling the pieces. Patriotism aside, these steel-willed investors know that with the right leadership and products, Chrysler can make billions of dollars of year. The buyers also know that they could become filthy rich in a few years after they fix the company and take it public again.”



03/14, 12:53 AM
posted by:
F451
Probably will not happen.
03/14, 12:58 AM
posted by:
Aston_
P.O.S
03/14, 1:22 AM
posted by:
Blakkarr
Wait and see.
03/14, 1:56 AM
posted by:
Jordan
there once was a dream that was chrysler. you could only whisper it… anything more than a whisper and it would vanish, it was so fragile.
seriously guys, bring it back, it could rock again.
03/14, 2:25 AM
posted by:
Adrio
Chrysler had a “former glory”? Thats hard to believe. Everything they make now is garbage. Other than the 300C of course.
03/14, 2:33 AM
posted by:
79TA
It’d be nice to let Chrysler be Chrysler again. Yes, Chrysler did have a former glory . . . most auto manufacturers did before the 70’s hit.
03/14, 3:48 AM
posted by:
BAMF
I hope that is what happens. I like the 300C, and I think their design language has a lot of potential. In the right hands. it could be great.
03/14, 7:11 AM
posted by:
Get Real
They better start off with the ‘glory days’ of the 50’s and 60’s when Chrysler made boring and reliable cars but most importantly had a company with a positive cash flow. (Do GM and Ford even remember those days?)
PS-I wish them all the luck with the UAW.
03/14, 8:27 AM
posted by:
Vertical
By “former glory”, Flint is referring to the “Mopar” days, Adrio. Maybe that was before you were driving. He is referring to classics such as the early ’70’s Cuda’s, Challenger’s, Road Runner’s, GTX’s, etc. Those cars kicked ass all over the road.
03/14, 9:09 AM
posted by:
Madcapp
Its not a hard formula, start building the Conquest TSI again.
03/14, 9:10 AM
posted by:
Madcapp
Excuse me…start re-labeling the Mitsubishi Starion again.
03/14, 9:25 AM
posted by:
bdizzlefizzle
Are you kidding? There are SO many flawed ideas in there. Why would Zetsche come back to the US? He’s back home in Germany, and happy there. Stalkamp was fired. He failed. How is he terrific? The Wagoneer has a lot of negative brand image, so how is it “Great”. It was known as the ugly whale in many circles.
Keeping plants open when there’s no economic sense behind it is wrong. Getting product right is a good idea, but it shouldn’t be done to keep a plant open. It should be done for its own reasons, and they’ll still have plenty of capacity without Delaware.
GIving up on Mitsu and Hyundai is going back to a place where they simply cannot compete on their own. Chrysler realized it cannot make a small or midsized car well or profitably, so it tapped partners who are good at doing this. They’d really be foolish to do otherwise.
Nice guy, but quite unfounded and naive in his recommendations. Very out of touch with the realities of modern automotive business strategy or the global environment.
03/14, 10:27 AM
posted by:
CTS DRIVER
mabey kirkorian can stop screwing with gm and have his very own company, he is better than puts and wagoneer.
03/14, 10:31 AM
posted by:
maximus
why try? whats the point???
03/14, 10:38 AM
posted by:
devilsadvocate
“Now think of the best that can happen. A fabulously wealthy American or a group of American private equity investors takes over Chrysler. The buyers are–gulp–patriots. They want to save the company and all those jobs for America. They want to prove that Americans can still do it,”
You mean like Haliburton? What’s better marketing than to pander to the real American patriotic motorists–”show your support for the American troops, drive a Jeep”, “when you buy a Dodge, you kill a terrorist!”, “they hate your big Hemi, because they hate your freedom!”– oh wait…
03/14, 11:44 AM
posted by:
Richard
Get Real wrote “They better start off with the ‘glory days’ of the 50’s and 60’s when Chrysler made boring and reliable cars but most importantly had a company with a positive cash flow. …”
Contrary to current belief, Chrysler’s last glory days were in the 1940’s when it was No. 2 behind General Motors. It lost that position when it foolishly took a UAW strike, which it lost. It came out of the strike as No. 3 and hasn’t been the same since.
It has had its moments–pioneering the “Light Cars” of the 1950’s and its storied prowess in NASCAR back in the 1960’s and early 1970’s. It set record profits following the release of the Aspen and Volare–cars produced without benefit of engineers. The very next year, it was in Washington begging for a bailout.
We know what Chrysler has been in the 1980’s, 1990’s, and 2000’s. Chrysler has serious problems which cannot be solved by a bunch of rich guys’ buying it on a lark.
I think that the possbility of offshore ownership should be dismissed and no longer considered. Personnally, I would like to see GM buy it. However, I have yet to close the loop on making a GM buyout work for either GM or Chrysler.
03/14, 12:38 PM
posted by:
TimG
Flint makes some good arguments. Not sure about Wolfgang and that aspect, but the idea of a privately-owned company might be its salvation.
Designs are good, but the engineering has always been the problem. Who knows, nothing tried-nothing gained!
03/14, 2:24 PM
posted by:
angelo
tell Mr. Flint to put all of his own money on Chrysler stock and then watch him loose it. It’s very easy with the pen, but much tougher with the sword; put your money where your mouth (or hand) is.
03/14, 3:03 PM
posted by:
bolex
..and to add to flints dream team, bring back Tom Gale.
03/14, 5:21 PM
posted by:
TomF
Absurd. There is no must-have product in the whole Chrysler stable — not even Jeep. They’re filling abandoned airports with acres of Sebrings and Commanders and Aspens… cars NOBODY ASKED FOR and which SERVE NO NEED. Even the minivans have had their day, and the Asians do them better. All this plus crazy, intransigent unions that will practically guarantee non-profitability until the sun dies.
Who in their right mind would pick up this mess? You’d have to be a whole lot more patriotic than sane.
03/14, 6:54 PM
posted by:
1c3d0g
Chrysler is a great brand. They should find WORTHY owners who care about their products. That is all.
03/15, 9:36 AM
posted by:
A4
euhh no must have product? not even the entire SRT lineup, which kicks the **** out of SS and the SVT brand which is a joke at the moment. Jeep wrangler is the only vehicle of its kind, and is definatly a must have. The grand cherokee bests any equal offerings from GM and Ford (trailblazer/explorer) and the 300/Charger duo are easily must have products, even if the hype is beginning to wither. If chrysler has no must have product, then so does every other company. When was the last time you saw a MUST HAVE mercedes with equal or more hype than a 300? or a must have Toyota (HAHAHA, yeah alright) or a must have Honda? By comparison, their brands are bland and downright lame. Chrysler has plenty of MUST HAVE product.
03/15, 10:01 AM
posted by:
PrimeGTP
The 300 has hype? I’ve never heard anything more than the usual amount of coverage on the 300. Hell, the Saturn Aura would be something more along the lines of what I would call hype. People won’t shut up about it, despite the fact that it’s just a rebadged G6.
03/15, 11:11 AM
posted by:
TomF
Okay, I’ll give you the Wrangler just because of Jeep brand heritage, although the world today is full of small 4X4s. The Grand Cherokee dates from the Coolidge administration and the 300 has had its fifteen minutes. I don’t think anything else in the Chry/Dodge/Jeep lineup is going to power its way into any automotive hall of fame. The cars are wholly forgettable and the gazillion almost-alike SUVs are moldering on lots all over the country. To be a “must have” car, some buyer somewhere must feel they “must have” it. Aspens, Durangos, Commanders, Compasses… naah.
03/15, 2:55 PM
posted by:
gbb
Beats me how they might heal the company but I hope someone does. I own an LX car and have never owned a nicer, more trouble free auto. With the LX series, someone did something right.
gbb
03/21, 1:48 PM
posted by:
whoopee
far easier to simply start a new car company if the hedge funds are so set on it
- no need to deal with chrysler’s pensions and healthcare issues
- no need to deal with chrysler’s mopey and antiquated dealerships
- no need to try to address the worthless chrysler brand
- no need to handle chrysler warranty issues
for $5 billion you can get all the manufacturing, design, and location real estate you need and then some, on a clean slate
if private equity does buy chrysler, it will simply be a strip job, they will just gut it, load it up with debt, give it a new logo and sell it again
private equity wants to make money in three years or less, not build cars for a generation
04/05, 1:29 AM
posted by:
apologetic123
I just don’t understand the buzz that’s going around about Chrysler’s struggle. I see millions of Chryslers beaming up and down the roads in the state I live in. I believe if GM does really acquire the Chrysler group, it could do great things with it.