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Can Chrysler pull through? The odds are against it
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By: Michael Vaughan, Autos.CTV.ca
Date: Wed. Mar. 18 2009 7:49 AM ET
If "freedom's just another word for nothing left to lose," Chrysler's free.
Go back to January when Italy's Fiat took an initial 35 per cent stake in Chrysler. Took means just that, as in, free, gratis, no charge. Chrysler gave away more than a third of the company just to get access, some day, to Fiat's fuel-efficient small cars. Go for it Chrysler -- what's to lose?
Last week, when it was Chrysler's turn to go up to Ottawa and beg for bailout money, President and Vice-Chairman Tom LaSorda's message to the politicians was that the company wants US$2.3 billion from the feds, plus a break on taxes - otherwise we're out of here. Without the dough LaSorda said Chrysler is willing to shut the factories and leave 10,000 Canadian workers behind.
General Motors tried to make nice to the politicians, but not Chrysler. While LaSorda was at it he also told the union (CAW) that the cuts they'd given GM weren't nearly enough for Chrysler. Go for it Tom -- what's to lose?
Chrysler's playing the game like the underdog and putting all the pressure on the other guys. It's like when the Leafs always win a few games after they're long out of the playoff race. But guess what? Chrysler, in Canada at least, is in the playoffs. In fact in February they led the Canadian league in sales. Nobody could believe it. With an aging lineup of big cars, SUVs and trucks, Chrysler outsold General Motors, Ford, Toyota, Honda -- everybody. Now that's one month, and a bad one at that, but by getting extremely aggressive on price and selling them like there's no tomorrow, the lovable loser came first. Go for it Chrysler -- if you don't win today, there is no tomorrow.
Chrysler's 80 per cent owned by Cerberus Capital Management, one of the largest private equity investment firms in the United States. The firm is based in New York City and is run by financier Steve Feinberg who must by now have come to terms with kissing his Chrysler money good-bye. Since he bought it, Chrysler has dumped four vehicle lines and cut employment 36 per cent down to the 1934 level.
Being at death's door is, of course, nothing new for Chrysler. In 1983 only a U.S. government bail-out saved them. Lee Iacocca, who was running the company at the time and scrambling for his life, reared back and threw a desperation touchdown pass. He bet the money on a fuel-efficient family vehicle called the mini-van. Chrysler was saved.
Can Fiat be the saviour this time? Chrysler's in a much bigger hole than it was in 1983 and Fiat doesn't have nearly enough money to dig them out. And while there's no Lee Iacocca around this time, there is some pretty good Canadian talent at Chrysler and Fiat that would love to pull off an Iacocca-like, come- from-behind victory.
The CEO of the Fiat Group is Sergio Marchionne, who has dual Canadian and Italian citizenship. He is a graduate of the University of Toronto, University of Windsor and Osgoode Hall. Tom LaSorda, who told the politicians and the union to get stuffed, grew up almost in sight of Chrysler's Windsor Assembly Plant. His father was an autoworker and head of the union.
LaSorda has a BComm and MBA from the University of Windsor. The Vice President of Design at Chrysler is Ralph Gilles from Montreal. He and his team designed the best looking concept car at this year's Detroit Auto Show -- the Chrysler 200C. Chrysler will need a lot more money if any of Ralph's great, new stuff is ever to get built. And the president of Chrysler Canada, the man who led that amazing sales success in February, is Reid Bigland from Kelowna, B.C. Reid's a muscle-bound fitness fanatic who hates to lose.
Are the Canadians on the bench enough to pull Chrysler through this crisis? Maybe Don Cherry would think so and I hope they do, but the odds are way, way against it. The Leafs sometimes play like they've got nothing left to lose and that hasn't won them a Cup in 41 years. But Chrysler will try anything at this point -- because they have to -- and that's good enough for me and Bobby McGee.
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I applaud the budget, even though Health Care and education may stay unscathed. Sadly this cannot last and I worry to later this year where cuts will become enviable. If anything, this provides the Wildrose Alliance plenty of ammo when an election is called.
















Comments are now closed for this story
Jimbo
said
Nah,nah,nah,nah....nah,nah,nah,nah...heyy,heyyyy GOODBYE!!!
Murray@Cobourg
said
Miramichi Kid
said
barryh
said
Dave LeClair
said
Gnarlyswine
said
Dean
said
Sherry
said
Cassidy Kanata
said
KJ in Kingston Ontario
said
Pat Pecord
said
I don't believe that there should be any bailout. Too little to late is the way I see it. We do not have to waste more money on flogging a dead horse.
If they want to hold a gun to our heads over this bailout, then the only words I have to say to them is "GOODBYE".. Make your cars in the USA and get ready for a 50% surcharge when to try to import to Canada.
Time for our Government to play some hardball..
Where is Pierre when you need him??
"Just watch me" Ring a bell anyone???
Thats who we need back..
Kitchener On.
Durward
said
GREG TROLLEY
said
Marcus in Burlington
said
brad
said
Garnett
said
John
said
Joanna
said
Gordon in Sarnia
said
James
said
Just make sure there is somebody left to turn of the lights when she's gone.
Joe
said
Dave Ontario East
said
If only 15% then they wont be mass producing cars like before, so why bailout when cars will just sit in dead inventory.Feel sorry for defiant union workers that wont get together to vote for pay concessions.Unemployment Insurance will provide 55% less salary.Really glad I'm not the Union President!!!!
Stevie
said
And remember, EI only lasts so long. And after that, it's $10/hr jobs.
Take it, or leave it.
AJW
said
GUTSHOT in Thunder Bay
said
How can anyone be so foolish and ignorant to believe they are as bad off as they make themselves out to be?? Government peons open the cash wicket too easily and these smart businessmen will take advantage of it. The money is all they want, and they will tell you any story they can to enable them to get that silly gov cash. 100% of this posturing is just making their case to try and get out of their giant tax bill. and I wager they will.
Chrysler is the #1 seller in Canada for a reason..... they do make the best vehicles hands down, and they know all the management ploys to get any available money. Its all business these days folks, dont take it so personal.
Now theyve jumped on the high cost of labour bandwagon...just like all of you anti-union parrots claiming the same thing. If only the general public knew half of what they think they did, there would be alot less stupid remarks stemming you ignorant folks.
Big business feeds on money. How they get it, they dont care. It could be through gov breaks, tricking labour into fearing for their jobs, or threatening to close up shop altogether. Thats how they got big in the first place.
Dam Union
said
No Chryco crap for me
said
Despite that I bought a Caravan in '92 which were supposed to be good and it turned out to be the worst vehicle I ever owned. After 3 months Chrysler didn't want to pay for any more warranty work they told the dealer!! Their customer service care is totally abysmal and finally I had to arbitrate to get things fixed during the warranty period. They still never got the issues fixed and they were finally resolved at a local Canadian Tire Auto center. True story. I won't ever buy Chrysler again. I drive a Honda today and it's a great vehicle. You couldn't pay me to drive a Chrysler literally.
Cory-Toronto
said
Dave Montreal Quebec
said
Patrick
said
Pat in Murillo
wilbil
said
I'm hoping government(s)will just sit back and let them all get their houses in order before granting any of our tax dollars. " What have WE GOT TO LOSE?
IF the CAW would have had ONE Contract with all 3 instead of separately then we wouldn't be hearing "SURPRISE" from Chrysler.
THE CAW is the PROBLEM they don't know how to deal with this in a rational manner because as a UNION you always look at it as "its them against us" Lets show them we mean business by going on strike in this case they no there isn't an option.
genesis
said
Never been able to afford a new vehicle and never will be able to afford a new vehicle.
Get a grip Chrysler. Your vehicles are way over priced. Your workers are way over paid.
Hell, even your Pensioners make more money than I can ever dream of making. You have never done one single thing to ever help me. It's time I returned the favor.
We won't miss you when you're gone.
:: DO YOUR HOMEWORK::
said
Obviously, you didn't read consumer reports which overwhelmingly say they are in a word... JUNK & GAS GUZZLERS.
Sometimes consumers get what they ask for due to not doing their due diligence. Next time you probably will because Chrysler will be history. They learned NOTHING from being owned by Benz. Then again Benz quality isn't so hot either. The "me too" crowd will just have to go plebeian and get a reliable Honda.
Al
said
Edwin from Toronto
said
These US auto companies will not spend their profit here after they ride out of recession.
Our government is not saving local businesses like Nortel and forestry, why US companies?
We should use the money to increase EI benefit for every canadian to 2 years so that every unemployed canadian can ride out of recession. Not just a group of high paid union workers.
wreck76
said
And once Chrysler is being built in another country, does that mean the sales will go up because it is then an "import"?
bruce in london
said
The govt. can,t throw scarce $$ down that rat hole.If they give once they will be hooked and have to keep giving to support thier initial investment.It is not the end of the world if one of them fail.In fact it will support a stronger industry once things turn around.Chrysler is 80% owned by private interests who could raise the capital they want from us.It is telling that they choose not to.
Todd (East Kootenays)
said
$2.3 billion (not including tax breaks) divided by 10,000 Canadian workers is $230,000 each. What? Isn't that a little excessive? Sure we've bailed out fisherman and coal miners in the Maritimes but not at these rates! Let's tell Chrysler to hit the road and give a "transisiton allowance" to Canadian workers so they can move to industries that actually produce goods/services that the world wants (and needs).
Karen
said
ztacy
said
Don from Ottawa
said
Neither free-market advocates nor socialists believe that a private company should be supported with public money. Neither passionate car buffs nor practical consumers find much appeal in Chrysler products. And just about everybody is fed up with the company's obnoxious tone during its final days.
The only supporters seem to be the hardcore union members who see their gravy train coming to an end, the politicians who need their votes, and the occasional person who never heard of Lada and thinks that a government-owned car company would be a great idea.
As for me, I say "Goodbye Chrysler, and good riddance".
Ben
said
Pat
said
Drew in NS
said
The economic slowdown is only an excuss they are using as an excuse to leave Canada.
Right now they are teasing the government with a glimmer of hope just to get maximum bailout and tax relief before they pull the plug.
If you think this is far fetched, Ive got 165 million examples from AIG that proves this point.
Forget.... Don't Forgive Chrysler.
Nancy - BC
said
Given their attitude, can you imagine if a local bar went to the Ontario government and said give us money or we're moving out?