Press: Chrysler could be the Mercedes or BMW of America

Posted: Dec 22, 2008
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According to co-President Jim Press, if Chrysler toughs it out of the financial crisis, it will emerge as a “boutique enterprise” and a competitor to Germany’s premium brands including BMW and Mercedes-Benz

“If there’s one company in America that can build high-craftsmanship, innovative vehicles, it’s Chrysler,” Press said in an interview with Automotive News.

He said the Chrysler’s future vehicles will have premium features that are affordable to American customers using the 2009 Dodge Ram as an example. Press said that while GM and Ford are making basic cars and ‘gingerbreading them up to be premium vehicles, Chrysler is making premium vehicles from the ground up.

“If Mercedes-Benz built a pickup truck, that’s what it would be,” said Press. “We’re going to be a smaller, more focused company. We could be the Mercedes or BMW of America.”

Your thoughts? Have your say in the comments section below.


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  • Indykat

    Is he serious? Pemium product? Has he been in one of his products lately??? They have to be the cheapest feeling , worst put together cars on the market. I recently rented 2 Chryslers on my past business trip (wasnt my choice) 300C and Avenger. The cars felt like they were put together 20 years ago. I have seen nicer plastics in Barbies tits then what they use. They have a long way to go if they think they can compete with the like of BMW and Merc. They need to build cars that drive well not just look good for a year.

  • Dodgeyaussie

    As dilusional as our current VP.

  • Kabluey

    Good joke, good joke!

    Right, just like the Genesis will ever make me as a BENZ driver own one!

    This is funnier than that time that, “____(insert here)____.”

  • zermatt

    It wasn’t long ago that Lutz was saying that Buick would be a rival to Lexus. That Buick/ Lexus rivalry is so hot that the Yankee/Red Sox thing is so yesterday. I can see that BMW and Mercedes will need to work overtime to deal with the heat that Chrysler will be bringing.

    The time it takes for consumers to change their opinions on product image is huge. Just look at how long it has taken Cadillac to get to where they are today and Cadillac still has a way to go to get people not to consider their logo as the international symbol of old people.

    It could be years before any new product could hit the streets and in the meantime Chrysler will do what? Is collecting welfare from the taxpayers considered being productive?

  • Ivan Gutierrez

    Ha Ha what a joke. Hm let me see, the Avenger/Sebring, Caliber, Compass, Aspen, Durango, etc, Yeah those all sound like premium vehicles to me.

  • Ken Snyder

    What a joke! Check Consumer Reports. Chrysler makes some of the worst vehicles in the world. Their repair records are shameful.I wouldn't buy a premium screwdriver from Chrysler. I'm sure no one from Mercedes or BMW is scared of anything that Chrysler builds.

  • apex_alex

    ken snyder: “What a joke! Check Consumer Reports. Chrysler makes some of the worst vehicles in the world. Their repair records are shameful”

    yes, funny. but not that big a joke! check the repair records for the german brands. chrysler DOES NOT HAVE TO improve their reliability to compete.

    this is actually a possibliity, IF chrysler survives.

  • Dane

    hahahahahahahahahahahahahahahahhaahhhhhhaaaa

    HA!!!!!!!!!!

  • Dane

    hahahahahahahahahahahahahahahahhaahhhhhhaaaa

    HA!!!!!!!!!!