Since DC acquired Chrysler, America’s then third carmaker, five years ago for the sum of $36bn ($30bn), the road to recovery has been a bumpy ride, though things are looking rosier on that front with operating profits rising to €298mn ($356mn) from €152mn ($182mn), mainly because of cost reduction and perhaps because of a more desirable product line-up that includes the Crossfire.
Models like the Crossfire Roadster should help put Chrysler on the road to full recovery |
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The Chrysler Group increased its first-quarter retail sales by 3 per cent
to 631,600 vehicles. Revenues decreased by 5 per cent to €12.1bn
($14.5bn), though primarily reflecting the appreciation of the euro against
the dollar.
Production of six new Chrysler Group models started in the first quarter
of 2004 including the 300C saloon, the PT Cruiser convertible, the Town & Country and Dodge Grand Caravan, the Magnum sport wagon, the Ram
SRT-10 pick-up truck and the Jeep Wrangler Unlimited. Three more new models
will be launched in the remainder of 2004, including the Dodge Dakota,
the Jeep Grand Cherokee and the Crossfire roadster.
The product offensive the second stage of Chrysler’s recovery plan
laid out by DC that included 25 new models – nine new cars this
year starting with the 300 – and also an upgrading of the brand
image. However, judging by the lack of enthusiasm for the Pacifica, the
last may have been too much of a gamble. In the US specifically, Chrysler
does well with pick-ups and minivans. This is an area in which it may
face extreme competition, not just from formal rivals GM and Ford, but
also from new rivals Toyota and Honda.
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