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Stellantis dealers plead that letting Chrysler die is not an option

Executives and dealers have recently cautioned that a dark cloud looms over Chrysler's horizon, and figuring out why doesn't require an MBA from Stanford. And yet, Stellantis dealers say bright days could be ahead, if only the company reinvigorates the Detroit-based brand with long-awaited and much-needed new products. "This whole thing started with Chrysler. I don't want to get emotional about a brand, that's not the case. But, I don't want to see a brand like that left at the sideline and just thrown out to pasture," said David Kelleher, the head of the Stellantis National Dealer Council, in an interview with industry trade journal Automotive News. Kelleher added he would feel "violated" if the 96-year-old carmaker shut down. Keeping it around is relatively easy, but transforming it into a thriving business is far more difficult. Years of underinvestment have crippled the brand. It's almost exclusively dependent on North America, where it sells two models: the 300 and the Pacifica/Voyager duo. Sales in the United States totaled 110,464 units in 2020, down from 126,971 in 2019. To add perspective, Ram, Jeep, and Dodge sold 624,642, 795,313 and 267,328 units, respectively, in 2020.  While enthusiasts and analysts understandably worried Chrysler would die under Stellantis, Kelleher opined that the merger between Fiat Chrysler Automobiles (FCA) and PSA Group can make the brand stronger. Products and technology from the French side of the partnership can be leveraged to help Chrysler expand its range and increase its sales while keeping development costs in check, he said. He stopped short of revealing which vehicles he has in mind, but his comments are interesting because PSA's lineup is almost entirely made of up small, European-flavored cars that are diametrically opposed to the models Chrysler's reputation is built on.  Hatchbacks are dropping like flies in the American market, so putting a Chrysler badge on, say, a Peugeot 208 and bringing it to America is out of the question. Wagons are unpopular, too, which leaves crossovers and SUVs. Oddly, the Chrysler brand is not represented in one of the most popular market segments in the United States. PSA doesn't dabble in burly SUVs, like the Jeep Grand Cherokee, but it does small crossovers reasonably well. Could Chrysler move into the space occupied by the Toyota C-HR and the Hyundai Kona, among others?

Fiat and UAW back at negotiating table over Chrysler stake

We knew there'd be no Chrysler IPO before the end of this year, but Fiat is determined to get the best run going into 2014 and is back at the poker table with the UAW. The delay was said to be Chrysler's desire to clean up a tax issue with the IRS; turns out that also bought the carmaker time to try and close a deal for the UAW's 48.5-percent stake in the company before the IPO happens.
Whereas the price Chrysler was willing to pay was once more than $1 billion under the UAW's asking price, the gap has closed to just $800 million of late. A recent valuation of the company at $10 billion - a valuation the UAW has disputed - means Fiat would be looking to pay about $4.2 billion instead of the $5 billion that the UAW seeks. But the UAW needs to hold out for the highest amount it can get because its pension obligations through the Voluntary Employee Benefit Association (VEBA) are $3.1 billion greater than the VEBA's assets, which include the Chrysler stake.
There's a clause in the agreement that Fiat can buy the VEBA shares for $6 billion, but Fiat CEO Sergio Marchionne has said that the UAW "should buy a ticket for the lottery" if they even want $5 billion. The UAW, though, has more time to wait; it's Fiat that wants access to Chrysler's $11.9-billion war chest and that would like to avoid the risk of paying the full $6 billion for the UAW share if the float really takes off. With other valuations of Chrysler as high as $19 billion, a hot IPO could make that $6 billion look like a bargain.

Junkyard Gem: 1987 Chrysler LeBaron Coupe

For the 1989 through 1991 model years, Chrysler and Maserati teamed up to create one of the most fascinating machines of the era: the Chrysler TC by Maserati. Built in Milan, the chassis and general body lines of the TC derived from the smooth-looking 1987 Chrysler LeBaron Coupe (just as its Turin/Hamtramck-made Cadillac Allante competitor traced its ancestry to the Eldorado). After writing about a few discarded TCs, I decided that I'd keep my junkyard eye open for an example of its LeBaron Coupe sibling. Here's an '87, customized in proper mid-2000s-style Fast & Furious Mode, found in a self-service yard in northeastern Colorado. The LeBaron name came from a 1930s coachbuilder, ultimately bought by Chrysler, and spent many decades being applied to super-luxe Imperial models. In the late 1970s and early 1980s, Chrysler glued LeBaron badges and lots of bling on the Dodge Diplomat; the famous Iacocca-era K-Car LeBarons followed in the 1982 model year. The original K-based LeBaron Coupe seemed boxy and stodgy, so a slicker design went on a modified K chassis for the 1987 through 1995 model years. This car got some serious interior modifications at some point, including aftermarket seats, purple-and-white paint on the dash, and fiberglass door panels. The original door controls now live in diamond-plate panels. The gauge faces have faded in the harsh Colorado sun, but they appear to be custom-made. The engine is long gone from the yellow-wire-loom-decorated compartment, but the emissions sticker on the hood underside indicates that it was the 2.2-liter turbocharged four, rated at 146 horsepower. That was a big number for a 2,731-pound car in 1987. More LeBarons than you might have expected came with manual transmissions around this time, but this one has the three-speed automatic. The big-bore tailpipe got stuffed with dirt at some point during this car's journey here. The hood scoop must have been so good that a junkyard shopper grabbed it. I hope it stood at least a foot tall. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. James Earl Jones did the narration on these heart-pounding advertisements. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Even though the earlier LeBarons were very different cars, we need to get Ricardo Montalban in here. Here's Ricardo after being seduced by the '84 LeBaron convertible.