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Chrysler's shift in strategy accelerates

1276 Views 0 Replies 1 Participant Last post by  rickaren
October 11th

Chrysler's senior management, including Bob Nardelli, the former chief executive of Home Depot who moved to Detroit in August, are in Las Vegas this week to rally 3,000 Chrysler, Dodge and Jeep dealers as part of Cerberus's drive to reinvigorate the struggling carmaker.

For instance, he indicated that Chrysler is likely to pull back from its recent strategy of attempting to give the Jeep brand a softer, more urban image.

Several Jeep models that have taken this approach have sold poorly.

Recent moves to cull dealers and combine Chrysler, Jeep and Dodge brands under a single roof are likely to accelerate.

Several Chrysler executives, past and present, said Cerberus's arrival had markedly sped up decision-making at the carmaker. Mr Press cited a decision to reduce fourth-quarter production by 82,000 units which was taken on the basis of a seven-minute conference call.

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