Chrysler's December Sales Fall 53%
Earlier today, we reported that rental fleet sales had fallen by 500k units in the last 12 months. Clever members of our Best and Brightest connected the dots, and wondered where that would leave the fleet queen herself, the New Chrysler Corporation. “Total sales were significantly affected by the industry’s largest reductions in fleet sales,” the official press release almost boasts. “63 percent for December and 31 percent for the year.” Yes, well, the retail end of the business wasn’t that much better; tanking by a full 53 percent. Needless to say Jim Press quickly sacrificed the last remaining shreds of his credibility to toe the company line and collect the company paycheck. ““Last year Chrysler and all of our stakeholders persevered through extraordinarily difficult economic conditions, made the necessary adjustments and always kept our focus on serving our customers,” said Jim Press, President and Vice Chairman, Chrysler LLC. “As a result, our Company and our dealer network start this year stronger and better positioned to succeed in today’s marketplace.” Let’s have a little look at where that might be…
The Chrysler brand itself– should such a thing exist in any meaningful sense of the word “brand”– dropped by 38 percent vs. last December. Get this (or don’t as is more likely the case: the Crossfire was the least worst seller, shedding “just” 39 percent. Of the vehicles they still make, the Town and Country holds that honor, sliding by a relatively healthy 43 percent. You know, in comparison to the 300 and the Sebring, down 61 and 63 percent respectively.
Jeep-wise the Wrangler was as good as it gets, rolling downhill by 22 percent. The TTAC award-winning (Ten Worst) Compass fell off the map (-63 percent), with the Liberty (-54 percent) and Patriot (-48 percent) following closely behind.
Good Lord, Dodge is a basket case. ChryCo better hope it’s the Journey that counts (up 3822 to 4275). ‘Cause otherwise, well, ouch. Save the discontinued Viper, everything else is just sitting there: Caliber (-67%), Avenger (-75%), Charger (-51%), Caravan (-67%), Magnum (-99%), Nitro (-72%) and Sprinter (-31%).
Bottom line: Chrysler wouldn’t have received a dime in federal loans if these numbers had come out a few days earlier.
More by Robert Farago
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Two weeks ago I saw a Crossfire parked on a slant taking up two spaces to prevent anybody parking next to him and damaging his car I guess. I commented to my wife, does this guy have a clue what the value of that car is, then laughed?
I think Kurt has the right idea - a niche player. Build a limited line of cars with no duplicates. Make them the best of their kind. A few FWDs and a few RWDs. Throw in a station wagon there (not a Magnum but more like a Passat/Audi). I too want Chrysler to succeed though I have never owned one of their products. Just like GM they never had enough quality for me to keep one for 200K miles. I think all three Detroit corps would do well to ditch the unions, top level management, and the dealer network as we know it today. I can't afford any of their shenanagons.