Chrysler trying to refit Fiats so they sell in US
- Source: Shanghai Daily
- [08:18 September 27 2009]
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The issue is further complicated because engineers and designers at Chrysler's Auburn Hills headquarters likely would be assigned to Americanizing the exterior and interior of cars, even though the new midsize would have a Fiat frame, suspension, engine and transmission. But Chrysler's 25 percent cut in salaried employees last year has left it with too few engineers and designers to get the work done on multiple models, said a person with knowledge of the company's plans who requested anonymity because the strategy hasn't been made public.
Chrysler managers have spoken with union officials about bringing back laid-off designers, and the person said there is discussion of contracting to hire engineers and other professionals who took buyout or early retirement offers.
Finding the right formula to make European cars appeal to Americans is an undefined art, IHS's Bragman said. Most automakers, even Germany's BMW AG, make small changes to European models before selling them in the US, he said.
Ford Motor Co., which next year will begin selling around the world several models based on the European Focus compact car, will make minor changes to meet government regulations but will keep the interiors and driving dynamics largely the same.
The Sebring and Avenger flopped almost immediately from their introduction in the middle part of the decade. Widely followed quality and satisfaction ratings by J.D. Power and Associates and Consumer Reports magazine found them vastly inferior to the Camry and other top midsize cars.
The Chryslers have a harsh ride and are noisy, and the interiors are full of hard plastic with ill-fitting materials, said David Champion, senior director of Consumer Reports' auto testing department, which ranked the Avenger with a V-6 engine 38th out of 39 family sedans. The four-cylinder Sebring was dead last.
Both cars showed big improvements this year in the J.D. Power and Associates quality survey after manufacturing was simplified to increase quality. But Champion said it will be difficult for Chrysler to make its midsize cars competitive without redoing them completely.
"You're stuck with the fundamentals that you can try to gloss over, but in the end, you're still going to have some areas that you can't get to," he said.
