As you'd imagine, it's pretty tough to run a successful auto company if there's no viable product in the pipeline. Chrysler has seen its fair share of negative press for not announcing a clear strategy to rebuild the heart of its line-up, namely the Chrysler Sebring and the Dodge Avenger, and it's unclear how much life the aging 300C and Charger platform has in it. According to Chrysler's product development chief, Frank Klegon, though, there's nothing to worry about... assuming that the Feds pull through and "show them the money" they need for future development. If Detroit's number 3 automaker doesn't get the cash? Don't ask.
Klegon also says that Project D is still moving along, though no actual decisions have yet been made as to whether 1) a completely new platform is needed, 2) the old one will be modified or 3) another firm's mid-sizer will be cribbed for the next Chrysler Sebring and Dodge Avenger. Despite rumors of its apparent demise, Klegon reiterated that the Phoenix project to develop next-gen V6 engines is well into the testing phase. Chrysler needs to knock all of these plans out of the park in order to remain competitive.
Chrysler's Project D is in full swing, and the automaker has targeted an end-of-winter date for its decision on how to proceed. As a refresher, Chrysler has set up a team consisting of people from every facet of vehicle design and marketing with the goal of coming up with a suitable replacement for the Pentastar's mid-sized Sebring and Dodge Avenger, which we'll charitably describe as non-competitive. Possibilities for their replacements include creating a completely new vehicle architecture in-house or partnering up with another automaker that already has a well-designed sedan that Chrysler could use as a base for its next mid-sizer. Chrysler's not saying, but we've heard that discussions have taken place with Nissan/Renault, Fiat and, lest we forget, possibly even General Motors. According to the most recent reports, the automaker would actually prefer to partner-up on the project. In the mean time, we'd hope that Chrysler can perform a bit of mid-cycle magic on its Sebring and Avenger to make them just a wee bit more palatable.
Lending further credence to earlier rumors of platform sharing between Chrysler and Nissan, The Wall Street Journal reports that Chrysler is in talks to base its next mid-size sedan on the next-gen Altima platform. Chrysler's "Project D" focuses on finding or designing a suitable replacement for the current Sebring and Dodge Avenger, models which have fallen on their faces with consumers. Other rumors point to Fiat being the chosen platform-supplier. After all is said and done, Chrysler could have a line-up which consists of a small car from Chinese automaker Chery, another small car from Nissan, a mid-size sedan from Nissan and a line of full-size sedans, pickups and SUVs of its own design. While Chrysler's main goal is to become profitable once again, there is certainly some danger in becoming a re-brander of cars from other companies, especially in the hotly-contested mid-size sedan market.
When automakers reach out to the lesbian, gay, bisexual and transgender (LBGT) community, there's always a risk involved. Just ask Ford, which had to deal with the American Family Association's boycott just for advertising in gay-centric publications. General Motors apparently doesn't care what associations like the AFA think and is reaching out to the LBGT community for its Project Driveway program that places a hydrogen fuel cell-powered Chevy Equinox in the garages of ordinary people for three month-long test drives. Travis Parman, who GayWheels.com cites as the automaker's media relations manager for the LBGT community, says "Our goal is to get Equinox Fuel Cell test drivers that are as diverse as America. And since the LGBT community tends to have a lot of early adopters, we wanted to reach out and encourage LGBT residents to apply." GM is looking for people who live in specific zip codes in New York, Washington D.C. and Southern California to apply. We're not sure if being anything but heterosexual will help your cause, but at least GM is saying it wouldn't hurt.
Twenty-four year Chrysler employee Mike Donoughe has left the company after two months in his new post. Named to head Project D in January of this year, the program is creating new mid-sized cars that would replace the Sebring and Avenger and have actually have a chance against the Camcordimabu.
Chrysler says that there was no conflict, but other outlets have reported that Donoughe clashed with CEO Bob Nardelli and so-called Acting Chief Innovation Officer Peter Arnell. Arnell is an outside marketing consultant who also worked with Nardelli at Home Depot, and apparently came up with the Celine Dion/Pacifica campaign (does anyone remember that?). Project D is tasked with developing Chrysler's next-gen midsize cars and also investigating ways for the automaker to be more competitive. (Not allowing demonstrably inferior product like the current Sebring and Avenger to ever see the light of day would be a great starting point.)
We know Chrysler has the talent to get this right, it's only a matter of how much upheaval it will take to do so. And since the new Sebring and Avenger aren't due until 2010 or 2011, whatever Chrysler comes up with better be awfully good, since most people's experience with them will be via the rental fleet gulag. Mark Chernoby has replaced Donoughe as vice president and chief engineer for Chrysler's future mid-size product team.
