Every year car companies come up with the hottest gadgets to introduce in their new models, or create new innovations that will make their products sell. Chrysler has taken this to a new level. New Chrysler president Sergio Marchionne, who also owns the Italian car company Fiat, took the job looking to turn around the once iconic American company. Marchionne took over three years ago when the company was in danger of going under and ceasing to exist due to the economic downturn, but none of that happened. Instead, Chrysler paid off all of its debts to the American government after their bailout and is looking towards a bright future.
“Chrysler has made a huge comeback with the new cars and updated body styles,” senior Anthony Minaldi said. “Especially with the release of the 300 and the Dodge Charger.”
One of Marchionne’s first creations as CEO will reach the consumer this spring when the Dodge Dart is released. The Dart, a four door sedan with a sporty feel to it, will be priced just under $16,000 and will have a selection of four-cylinder engines, one of which is used in Fiat models. The Dart will be fuel efficient, reaching 40 miles per gallon. The Dart was released at the Detroit Auto Show earlier this year to positive reviews that compared it to the Ford Focus as well as other sedans. This Marchionne innovation will be the first of his many new platforms for the Chrysler brand. Chrysler, which has had success with its “Imported from Detroit” campaign will continue to work from the U.S., but with a more global twist.
“The success from the campaign can be found in the way it unites us as Americans,” junior Katie Stebbins said. “It has a sense of optimism in the way it describes our ability to get through tough times just as Chrysler is trying to do. It sparks a sense of pride and a desire to see this truly American rooted company see its way back on the right track.”
Next year Alfa Romeo, another one of Marchionne’s Italian brands will make its way to the United States with five new models, one of which will be supposedly based off of Chrysler owned, Jeep. Alfa Romeo, did at one point sell cars in America, but will officially be back with the Alfa Romeo 4C, a two-door coupe. This will be one of the models that will be phased into the U.S. along with other Alfa Romeo and Fiat products. Another new foreign product hitting America’s roads next year will be a new Maserati crossover which will be added to the luxury car maker’s line.
“I guess it’s good to have more car options here in the U.S.,” junior Midori Rinkliff said. And foreign-made cars tend to run and work better than American-made ones.”
Marchionne, who is 59 years old, is known for his relaxed style of managing, as well as a more casual wardrobe, as he is always seen in a dark sweater and slacks. His office at Chrysler headquarters in Auburn Hills, Michigan is located on the same floor as the engineering department, which is opposite of most CEOs who usually take residence in a top floor luxury suite; the one atop Chrysler headquarters has been vacated since his takeover in 2009. Marchionne regularly commutes back and forth between America and Italy to work with Fiat Corporation alongside his Chrysler duties. Marchionne does enjoy automobiles himself, usually driving upscale automobiles from his various ownership brands on a private track.
“When workers see their superior so invested in the well-being of his workers and his company it creates a positive atmosphere,” Stebbins said. “While his management style is criticized as unorthodox it allows him to promote a sense of leadership in all of his executives.”
Time will tell if Chrysler can continue its profitable resurgence, but if the past few years are any hint to what we will see in the upcoming years from various car brands coming to America, a global automobile powerhouse may be born thanks to a sweater-wearing Italian.
“I think there is the opportunity for great success,” Stebbins said. “The car market is always fluctuating and I think it hard to predict how it will do just yet, but with a confident CEO, a catchy nationalistic campaign and a fresh start I think Chrysler can go the distance.”
