April turned out to be a big win for Chrysler and the auto industry. Sales have stayed strong well into the new year, keeping the story about the comeback still going. That being said, success can have some problems. One of the problems that Chrysler is facing with this increase in demand for their vehicles is making sure they can produce sufficient quantities.
In order to keep production up, the Detroit Free Press is reporting that Chrysler will be keeping 4 plants that would normally have a two week summer shutdown open. Normally, the plants use this shut down period as a means to install equipment necessary for new models and for the companies to balance inventories with consumer demand. That’s a problem for Chrysler because they just don’t have the time to spare with the frantic pace of the industry at this point. Sales in 2012 are up by 33.4% from just last year. Chrysler needs to speed their production up.
The other reason they need to keep the plants working is that the new Dodge Dart will be starting production in the Belvidere plant. The workers have already been working on the framing the new compact car since Monday. The first of the Dart should be coming off the line either today or the following Monday. This is contrary to a report that some media outlets were putting out that the Dart was experiencing a delay due to electrical problems. Both Chrysler and a UAW official have stated that production is on schedule and there is no delay.
Success can have a price, but Chrysler is making sure that the demand is being met. After hearing for years of plants facing the opposite of situations, with closings and lay offs, it’s much nicer to finally see some talking about the extending of plant life rather than the shuttering of it. Be sure to check out the Chrysler line up on Bayside’s website. To stay up to date on Chrysler news, like us on Facebook and follow us on Twitter.
Over the weekend, Forbes published an article titled “Chrysler Is Proving Right To Ditch ‘Imported From Detroit’” which made the argument that Chrysler’s series of commercials with Clint Eastwood were a misfire. The article was positive about the 2011 Chrysler Super Bowl ad with Eminem which kicked off the “Imported From Detroit” campaign, but writer Dale Buss claims the campaign “jumped the shark” with the 2012 Super Bowl ad.
Here is the original ad and the transcript of Eastwood’s speech.
It’s halftime. Both teams are in the locker room discussing what they can do to win this game in the second half. It’s halftime in America, too. People are out of work and hurting and they’re all wondering what they’re going to do to make a comeback, and we’re all scared because this isn’t a game. The people of Detroit know a little something about this. They almost lost everything, but we all pulled together. Now Motor City is fighting again. I’ve seen a lot of tough eras, a lot of downturns in my life, times when we didn’t understand each other. It seems that we’ve lost our heart at times. The fog of division, discord, and blame made it hard to see what lies ahead. But after those trials, we all rallied around what was right and acted as one because that’s what we do. We find a way through tough times, and if we can’t find a way, then we make one. All that matters now is what’s ahead. How do we come from behind? How do we come together, and how do we win? Detroit is showing us it can be done, and what’s true about them is true about all of us. This country can’t be knocked out with one punch. We get right back up again, and when we do, the world’s going to hear the roar of our engines. Yeah, it’s halftime, America, and our second half is about to begin.
According to Buss, the “Halftime in America” ad doesn’t work because Chrysler was not a “credible underdog” since Chrysler sales improved in 2011. Besides that, he claims that “the object of [Eastwood’s] anger wasn’t clear” and pointed to 30 Rock‘s recent spoof of the ad as proof that the campaign was laughably bad.
Here is why Buss is wrong.
2011 was a great year for Chrysler. No one is denying that. Everyone at Chrysler is thrilled, but they know that their work is not done. The point of “Halftime in America” is not to paint Chrysler as the perpetual underdog. To continue the sports analogy, Chrysler is not an automotive Charlie Brown trying to kick a football that keeps getting pulled away at the last minute. They scored touchdown after touchdown in 2011, but in 2012, they are going to face new challenges. Just yesterday, the Wall Street Journal highlighted the Japanese auto industry’s recovery from last year’s natural disasters and predicted that this year is going to be highly competitive between U.S., German, South Korean, and Japanese auto makers.
“Halftime in America” is an ad with a two main messages. First, the ad was meant to inspire Americans who are still struggling. Eastwood speech was meant for people who are out of work and can’t see a light at the end of the tunnel. Americans can look at the comeback that Chrysler made in 2011 and be inspired by that. Some people wrongly interpreted this part of the ad as Chrysler and Eastwood endorsing President Obama. I’m still baffled as to where people got this idea, but for the record, Eastwood is very openly conservative and claims the only time he voted Democrat was for Gray Davis in the California governor race. He didn’t see the ad as politically motivated but as a “message about job growth and the spirit of America.”
Secondly, the ad sends the message that Chrysler isn’t getting lazy or complacent just because they had a good year. As Eastwood says in the ad, “Motor City is fighting again.” The game isn’t over; it’s just begun. Eastwood’s monologue is meant to be fighting words, but they aren’t out of anger at Chrysler’s competitors. Instead, they are meant to convey a message to Chrysler’s loyal customers, saying, “We are back, and we aren’t going anywhere.”
It is too bad that Buss has such a jaded view towards “Halftime in America” and towards Chrysler. His whole attitude can be summed up in this assessment of Chrysler: “…a hoary automotive brand from Flyover Country.” People like Buss will scoff at Chrysler as cars from Flyover Country, and in the same breath, they will say Chrysler is “no longer a credible underdog.”
This is exactly why Chrysler keeps working and fighting. The second half has begun. Chrysler sees the challenges ahead, and to the people like Buss who remain unconvinced, Chrysler is ready to prove them wrong.
Check out Bayside’s full line-up of new and used Chrysler online here, and keep up to date with the latest news from Chrysler, Jeep, Dodge, and Ram by liking Bayside on Facebook and following Bayside on Twitter.
Wards Auto World magazine has handed out the awards for their “Wards 10 Best Interiors” list for 2012. In order to be part of the competition, the vehicles had to be either completely new or have had a significant upgrade for the 2012 or 2013 models. The editors ended up looking at about 40 different vehicles to find their winners. In the end, Chrysler got handed some good news as the 2012 Chrysler 300 Luxury Series ended up making the top ten list.
Drew Winter, the Editor in Chief of Wards magazine, said of the luxury sedan, “If Bently made an affordable family car, its interior would look like the Chrysler 300 Luxury. It’s smart and modern with a generous helping of over-the-top lavishness.” Saad Chehab, the CEO of Chrysler Brand was quick to comment on the news, “The new 2012 Chrysler 300 Luxury Series is more than just our flagship car; it’s the trophy for the tireless majority, an automobile designed and built to meet the most discerning of expectations.”
The 300 wasn’t the only car in the Chrysler family that was placed on the list, the new 2013 Dodge Dart also made the cut. Wards plans on honoring the winners on May 17th, 2012 at the Wards Auto Interiors Conference in Dearborn, Michigan.
Check out more of the award winning Chrysler 300 and other models on Bayside’s website. For all the up to date industry news, like our Facebook page and follow us on Twitter.
April turned out to be a big win for Chrysler and the auto industry. Sales have stayed strong well into the new year, keeping the story about the comeback still going. That being said, success can have some problems. One of the problems that Chrysler is facing with this increase in demand for their vehicles is making sure they can produce sufficient quantities.
