Marchionne new task: merge Chrysler’s two remaining minivans into one, or redesign both…or one!

Article by Christian Andrei, on May 7, 2012

Chrysler Group CEO Sergio Marchionne now has to decide whether to merge two remaining minivans into one and whether to treat either or both of them to a dramatic redesign. Chrysler’s top position in the minivan market is not threatened in any way even after nearly 30 years that the minivan was presented. Marchionne’s job now is to find the best way to remain successful.

Marchionne, who is seeking to merge Chrysler with majority owner Fiat SpA, has done a good job so far. But he says that whatever decision is made, he and the dealers are committed to Chrysler's signature product.

Chuck Eddy, a Chrysler dealer in Austintown, Ohio, said that as long as Chrysler is “King Kong” in the minivan segment, it wouldn’t matter if the market shrinks. He is confident that the minivan isn’t going away ever.

Only four years after a government bailout in 1979, the Dodge Caravan was presented by Chrysler Chief Executive Officer Lee Iacocca. Minivans quickly became known as one of the company's most important product lines, along with Ram pickups and Jeep SUVs.

Chrysler credits the minivan for saving the company at some point. Chrysler continues to be the minivan leader and has one of the longest runs on top of a vehicle segment in the U.S. Ford Motor Co.'s F-Series line has been the leader in 35 years.

Due to the minivan’s dominance, it became a symbol of Chrysler. Alexander Edwards, president of the automotive practice at San Diego-based Strategic Vision, a marketing and branding company, said that people immediately think of minivan when Chrysler is mentioned. He added that Chrysler is widely recognized as the minivan’s “creator.” [source: Bloomberg]

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

Recommended

Amazon is now moving beyond the four corners of online retailing. Only recently, the retail giant has been awarded a patent for its Road Network system. Since the patented technology...
by - January 20, 2017
The newest version of the Lamborghini Huracan is not a Superleggera, but a Performante. When Lamborghini filed for a patent for a new name, there were still debates whether this...
by - January 20, 2017
What is hotter and more menacing than a Hellcat? If we ask Dodge, its answer would be the “Demon.” Of course, we aren’t talking about a demon with horns and...
by - January 20, 2017
The 2018 model year could be an exciting year for fans and enthusiasts of the Chevrolet Corvette. This comes as the 2018 version of the Corvette is bound to feature...
by - January 19, 2017
As if seeing the future more than a decade from now, one of the top scientists in the world of robotics and automations is predicting that children born today won’t...
by - January 19, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries