What's Next for Chrysler? Think Mazda
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Editor MacKenzie and I were hashing about Chrysler's product lineup, possible chassis architecture strategies, and general future the other day. At about the same instant, we were both struck with the idea of Chrysler using Mazda as possible brand poster child. Here's why:
Other than the 300, the Chrysler brand's current lineup and resources aren't so deep. Let's revew: Crossfire -- on its way out. Pacifica -- following the Crossfire out the door (too bad, because the updated, 4.0-liter Pacifica was finally a well done piece, just as crossovers are hitting stride). PT Cruiser -- cool, but aged (worth replacing or not?). Sebring sedan -- DOA, except at rental lots. Aspen -- chrome-plated Dodge (although Ford and GM use the same strategy for creating the Navigator and Escalade). Sebring convertible -- okay, this one has a niche and a following. Ditto the Town & Country minivan. But still, not a roster on which to build a future
Now, look at Mazda. The Mazda3 is leader in its category. The new Mazda6 also looks like a top-level player. Mazda has not one, but two, fresh, great looking, sporty driving crossovers; the CX-7 for the two-row market, and the CX-9 -- our 2008 Sport/Utility of the Year -- for the three-row crowd. Let's not forget two significant sports cars, the MX-5 Miata and the RX-8, both of which have carved out their own niches and have loyal followings. Sure, there's a little semi-dead wood in there, such as the Tribute and the Ford Ranger-based B3000. I can't believe the Mazda5 is moving any big meters, either. But Mazda wouldn't stock or support any of them if they didn't sell in some quantity, making money for the company and its dealers.
Everyone knows Mazda is joined at the hip with Ford. But the Mazda folks know when to leverage this connection (the current-gen Mazda6 shares much with the Fusion/Milan/MKZ, and Mazda gets the B3000 and Tribute directly from Ford) and when to do its own thing (the sports cars, CX-7 chassis architecture). The brand brings sporty, interesting products to market, taking advantage of economies of global platform opportunities when they make sense, without resorting to cookie-cutters (other than the few low-volume, low-risk products I mentioned above). It's also important to note that Mazda makes a profit, another key to long-term happiness in business.
Chrysler needs to do the same kinds of things. Keep the 300, Sebring convertible, and Town & Country as the hearts of the brand. Then do an Accord-Sonata-Malibu class high-volume sedan that has expressive design (how about something that doesn't look like a platypus this time...), world class quality, and at least one green powertrain. Do up a world-class crossover. Then take another crack at the Crossfire, but get the execution right for the American market.
The next round of Chryslers need to deliver consistent quality, be great to drive, and convey strong sporty/elegant/American brand messages. Mazda doesn't try to play in every automotive segment, nor does it need to. Chrysler doesn't, either, because it has Dodge and Jeep to fill in brand-appropriate blanks.
Mazda's formula is working. A similar one could work for Chrysler. What do you think?
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