LyrArc Article Gist
Fiat under Sergio Marchionne has come a long way since he joined in June 2004, and has since executed a most remarkable recovery. At the time he joined in 2004, Fiat was only using 70% of its 2.5 million capacity. Now by 2010 Fiat expects to make 3.5 million vehicles. At the time debt was 4.4 billion euros and cash flow was draining at a rapid rate. The $2 billion from GM as part of their agreement, came in handy to make several new car models. But Marchionne had to start with a whole new team, and tear up the old ways of doing business and the old hierarchy and management. He put a group of younger managers in charge, and brought in a style that was open honest and straight talking, with plenty of direct communication. By 2007 on the back of the Punto and the Fiat 500 and the Bravo and other new models, Fiat had made a record profit of 3.2 billion euros while eliminationg its industrial debt. Its a new way of doing business in Italy. Marchionne had moved quickly and decisively in making changes at Fiat. He flattened out the structure, and gave a small number of younger people the freedom to take the initiative. He also put the former design chief of Pininfarina in charge, and brought all the designers together in Turin's Mirafiori complex in Oficina 83. He put design at the core of the manufacturing process, and cut time to build new models for the Bravo and Fiat 500 from design freeze to production to 18 months from 26, by relying entirely on computer simulations and not building any prototypes. He also gave designers freedom, and took risks when it came to styling to come up with really original and exceptional designing. He also continued developing Fiat's advantage in fuel efficiency of its engines, so that its engines have lower average emissions than any competitor. On the other hand Fiat has been slow to take advantage of the growth in emerging markets in India, China and Russia. Russia for instance will soon become the largest market in Europe, larger than Germany. Fiat shows that the right manager can and does make a difference between disaster and making a big success. Alitalia is now in the situation that Fiat was then, it isstruggling to find its future. With Chrysler's collapse in the US, and the efforts to revive Chrysler, these are lessons applicable in the US also.