WILL CHRYSLER SURVIVE?
“What FIAT doesn’t realize is that most American drivers are larger {fat} people who will not fit comfortably in their tiny cars. Not to mention, when you put a family of four in the FIAT 500, where does the luggage go?”so says a prominent Las Vegas dealer choosing to be anonymous for this article.
Given the love for the Chrysler 300, Charger, Durango and Magnum, does FIAT have a chance of converting traditional large car buyers? Probably not. However, in the new fractionalized (niche) car market the only way I envision the successful pairing of these two companies is to position FIAT as the “SCION” of Chrysler for the up and coming youth market. In this manner it could succeed, at least long enough to build in the step levels to mature this client from Fiat into homogenized Fiat-Chrysler product, as the size of the customer and family matures. Throw in some hybrid or alternative fuel options and Chrysler might survive, re-incarnated, but alive. The keys to this successful transition are: sharp styling, no discounting, superior quality control, outstanding 100k warranty and a top-notch salesmanship experience at the dealer level. I’d love to see this happen, but I’m not holding my breath.
SO, in the interest of what’s a great car buy today? As a car buyer’s agent, I can only recommend these models to my clients, to insure their car holds as much value as possible in these uncertain times. I expect only 7 models from Jeep, Chrysler and Dodge to survive.
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Chrysler Sebring Convertible (Hardtop)
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Chrysler 300 SRT
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Chrysler Town & Country
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Dodge Charger SRT
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Dodge Challenger SRT
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Dodge Ram/Cummins 1500, 2500 Diesel, 3500 Diesel
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Jeep Wrangler RUBICON
My crystal ball says FIAT (if they stick around) will eventually drop the actual brand name when the baby-boomers have forgotten there ever was a Chrysler. Remember AMC, DAEWOO, YUGO, EDSEL, and OLDSMOBILE brands, exactly.
In the meantime, the likely re-branding of the dealership building could look like this; “CHRYSLER-JEEP-DODGE-FIAT”, “AMER-FIAT” (AMERIFART for short) or just FIAT, selling the above mentioned, remaining models. If the current Chrysler dealer network can survive long enough to see the economy revive, the American tax payer can take satisfaction in having preserved an entity with classic name plates of more value for their potential collectability as a muscle car antique than its overall market penetration.
I would say now is the best time to buy that Challenger, Charger or 300 SRT. NEW or USED ! These will be the “investment” cars for your portfolio, redeeming better than a 0 coupon bond in the year 2050. Not only are prices at their ROCK BOTTOM, but these are great driving cars while you wait for your grandkids to inherit them, and gas is still (relatively) cheap. 
You can’t drive a Warhol, but you can enjoy the engine roar of a Charger “BEE” as others gawk on the Yellow, Purple, or Blue limited edition paint as you peel away. Think I’m crazy? Have you priced the Ford Model T, ’60 Mustang or “70 Corvette? The famous Barrett-Jackson auction-car show spectacle drew over 50k people to Las Vegas, in a “lousy” economy.
SO, if you really want to get a great deal on these or any other make or model, give me a call. I know where the best deals are hidden. As YOUR personal car buyer’s agent, I do all the work, negotiating, trades, finance and incentives, delivering the car to your driveway without you breaking a sweat. Unlike an AUTO BROKER, you pay me a flat fee, disclosed upfront, so you never wonder if you “left money on the table”.
Sarah Lee is an automotive executive with 20+ years of experience. She writes about Cars, and is a staunch consumer advocate on car related subjects. Her company: MY CARLADY is a car buyer’s service committed to getting you the best deal on your next new or pre-owned vehicle. You can reach her at www.mycarlady.com
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