LyrArc Article Gist
An Italy based auto analyst for Global Insight consultancy, Pierluigi Bellini, says Marchionne understands how the system works in the US compared to Daimler executives, who had a difficult time understanding and integrating themselves with the Americans at Chrysler. Marchionne has worked in North America, and brings a youthful culture with plenty of creative energy, which could work well with Chrysler. Chrysler is also at the similiar stage that Fiat was in 2004, when Marchionne came in from outside- it is broken and everyone including the Obama administration is looking for a fresh start. In such a situation its easier to tear up the old organization charts and bring in fresh blood, young people with new ideas, and make a fresh start. Wth the government providing the financing, the financial risk is minimized. What remains is the risk in a drastically smaller and rapidly declining market. Here the lack of mass market small cars in the US, may work to the advantage of a European maker with fresh ideas and speed, and popular European small car models, which is what Fiat has at this time. It is quite possible that the idea that Americans do not like small cars may turn out to be not true. The market is changing and the demographics and economic situation is changing dramatically, cost conscious Americans may like to have a popular small car. Americans with larger cars may like to have a less conspicuous, and easy to drive and park car for short city driving, as their second or third car. If a economic recovery does not occur for several years and Americans downscale in everything from homes, appliances, electronics, and cars to what their European and Asian brethren are used to, both from an environmental point of view, and from a practical commonsense point of view of gettting rid of excess and extravagance, size may be sacrificed for convenience and practicality. Smaller cars are well equipped in Europe with all the comforts and electronics so small does not have to be cheap. In short in a growing small car segment, innovative design and speed of development, with quality engineering may be the ticket for Fiat and Chrysler to the American market.