Chrysler co-President Jim Press is suggesting that Chrysler could become a “boutique enterprise” similiar to the BMW and Mercedes-Benz, premium carmakers of Germany. Yes, Chrysler could become the Mercedes or BMW of America! He even likened the new 2009 Dodge Ram 1500 to what a Mercedes-Benz pickup truck would be like!
Such confidence, he must have forgotten that Mercedes-Benz’s parent company Daimler AG had only freshly ejected Chrysler from its so-called DaimlerChrysler marriage of equals. Chrysler had been dragging DaimlerChrysler down for so long and Daimler management received endless grilling from shareholders for keeping the “alliance” up for as long as they have.
He continued on to say that GM and Ford are making basic cars and “gingerbreading” them to premium while Chrysler makes premium cars from the ground-up. He added that the 2010 Jeep Grand Cherokee prototype has the “most rigid body and the best suspension he has ever seen”.