A Different Tune
Chrysler is demonstrating a willingness to change through their proposed merger with Fiat. The two companies produce vehicles at opposite ends of the spectrum, Chrysler producing large, gas-guzzling trucks and SUVs, and Fiat producing small, fuel-efficient economy cars. The move is one of necessity, as Chrysler is fighting for survival. But this represents an open-mindedness to find a new path in order to sustain its business.
This is exactly what companies need to do at all times. However, American auto-makers have been particularly stubborn and resistant to change. Their obstinance has led them to the point of collapse. Forced to plead Congress for bailout funding, the government rightly imposed upon the automakers a quick deadline for a revised business model. In order not to forfeit the $4 billion they received, Chrysler has until March 31 to implement plans for a new business model offering innovation, reduced debt and reduced labor costs. Again, that is the general goal of any business worth their salt, but clout and power corrupt. And we are witnessing the price that must be paid. While the auto-makers appealed to the government for assistance, they were unprepared on their first attempt to face reality. Looking like a bunch of spoiled brats expecting a blank check, trying to be certain they still had a chair once the music stopped, they had no refined vision, no plan to lift their companies out of the morass they had presided over. The government wisely learned from the mistakes made by the vagaries of the financial bailout, and sent the automakers home to do some reflecting and number crunching. Their return plea was accepted, their funds granted, but with clear accountability.
Chrysler is responding to the challenge. Fiat offers them wider distribution, and more efficient vehicles. Sales should increase, allowing debt to decrease. The impending collaboration should help Chrysler catch up with the times, and not rely solely on hulking trucks and SUVs. The world is getting smaller, and is no longer the United States’ oyster. Cars are getting smaller too. The demand for broad, powerful trucks will always be there. But is not the vehicle of choice for the masses. By expanding its offerings and opening itself to more foreign markets, Chrysler is making a move that is right for the times. What is more encouraging is that the government bailout seems to have made a positive impression on the corporation. Let’s hope that’s contagious for all businesses receiving federal funds.
Fiat to Claim 35% Stake in Chrysler:
http://www.boston.com/business/articles/2009/01/21/fiat_to_give_chrysler_technology_markets/