The Chrysler dealers walked out of an auditorium optimistic and happy after a meeting with a new management team on Sunday. The dealers felt impressed by the executives installed by Fiat and Chrysler CEO Sergio Marchionne and felt optimistic about a partnership with Italy’s Fiat Group SpA and new cars and trucks that are coming.
The dealers heard presentations on advertising, marketing and incentives from Fred Diaz Jr., who runs the Ram truck brand and is Chrysler’s top U.S sales executive, and Olivier Francois, who heads advertising and the Chrysler brand. Chrysler plans to have 16 new or significantly redone models by the end of this year.
Chrysler sales were down from 1.4 million in 2008 as they sold only 931,000 cars and trucks last year. January sales were even worse with only 62,000 for the month down 55 percent as compared to same month last year. The U.S. auto industry sales were down 21 percent to 10.4 million vehicles their lowest level in 27 years.
The Chrysler Group LLC dealers face a tough five months ahead with no new cars and trucks but dealers are optimistic with economy showing signs of recovery and their plan to cut expenses, sell more used cars and boost repair business to stay afloat.