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Chrysler to veer away from 'Imported From Detroit' message?

Claim some ground, control that ground and then expand. Chrysler, wandering the Earth like Kane from Kung-Fu when it came to brand message after the bailouts, pulled off the first two feats in only 120 seconds when its "Imported from Detroit" commercial aired during the 2011 Super Bowl. Two years later and now that the brand has a center in the minds of consumers, the Chrysler Group's head of marketing, Olivier Francois, says it's time to move away from the "Detroit" component of that slogan and express the "Imported" aspect.
It is, more precisely, about positioning Chrysler as genuine competition for imports and not Ford or General Motors, but rather Toyota on quality or Audi on technology. A report in Forbes said that Francois not only "wants to attract import owners to Chrysler vehicles by focusing on quality, technology, fuel economy and style," but to "take back the lead in these four things." That is the new understanding he wants people to infer from the idea of Detroit - that the nation's car capital isn't just a patriotic rallying point but a lively competitor for established giants.
Chrysler has been running ads that no longer refer to Detroit, and recent efforts have linked a specific character to each brand - like Jenny with Jeep and Steven with the Chrysler 300 - to create brand separation. Francois hasn't detailed what he plans to do to bolster Chrysler's upscale pretensions, but his efforts would be helped by CEO Sergio Marchionne loosing the pursestrings and the arrival of strong new product.

Junkyard Gem: 1990 Chrysler New Yorker Landau Mark Cross Edition

The hallowed American tradition of the cushy, softly-sprung sedan with padded vinyl landau roof and puffy upholstery had its heyday in the 1960s and 1970s, but you could buy such cars well into the 1990s. Even after Lee Iacocca's modern front-wheel-drive K-Cars appeared in the early 1980s, "traditional" Detroit luxury cars based on the K platform continued to be built by Chrysler for quite a while. A great example of this is the 1983 to 1993 Chrysler New Yorker, which managed to mix up the philosophical concepts behind the plush-yet-affordable 1970 Chrysler Newport with the space-efficient, lightweight Iacocca Era in one machine. I found one of these, a 1990 New Yorker Mark Cross Edition in a Northern California yard, and I wish to share its resplendence with you as today's Junkyard Gem. Lee Iacocca wanted Chrysler-badged cars to seem like Mercedes-Benzes (a little earlier, Ford had the same idea with the Granada), but at one-third the cost, and so we saw these "crystal-pentastar" hood ornaments for quite a few years in the middle 1980s through early 1990s. While Ford had deals with Cartier, Pucci, Bill Blass and Givenchy to sell "designer edition" cars, Chrysler went with leather-goods king Mark Cross. The base MSRP for the 1990 New Yorker Landau was $19,509, and the Mark Cross Edition package tacked on an additional $2,069 to that cost (that's like getting a $4,565 option package on a $43,050 car, when figured in 2022 dollars). For that price, you got power everything: a digital instrument cluster, a bunch of extra body moldings and interior goodies, and throne-like seats swathed in vinyl and Mark Cross leather (which, I'm just guessing, could not be distinguished from the famous (infamous?) Corinthian Leather of this car's Cordoba predecessors). Padded landau roofs were big in the 1970s and fairly deep into the 1980s, but had long fallen out of favor with the under-80 set by 1990. Still, Chrysler was proud of its landaus, and this car has big badges inside and out to prove it. By 1990, most luxury cars came standard with at least an AM/FM stereo radio, and that's what this car has. If you wanted to play cassettes, you'd have to pay at least an additional $254 (about $560 today). The 1990 New Yorker belonged to the extended K-Car family, living on the same platform as the very similar-looking Dodge Dynasty. The only engine available for this car in 1990 was the 3.3-liter Chrysler V6, rated at 147 horsepower.

Chrysler-Fiat quality chief out after another poor Consumer Reports showing

Fiat Chrysler has announced a management change following the company's woeful performance in the latest Consumer Reports Annual Auto Reliability Survey. Of the 28 brands surveyed, FCA's marques occupied the five the seven lowest scores, while Dodge, Ram, Jeep and Fiat were the four lowest scorers.
Doug Betts, FCA's 51-year-old head of quality "left the company to pursue other interests," which, considering the aforementioned paragraph, means he was sacked. According to Automotive News, Betts joined Chrysler in 2007, defecting from Nissan, and, insiders report, had a somewhat tumultuous relationship with new boss Sergio Marchionne.
His replacement is the newly promoted Matthew Lidane (shown at inset), who was formerly VP of systems and components. Lidane has been at Chrysler since 1987 and was previously chief engineer of the Jeep product team as well as the vehicle line boss for the compact US wide platform which (ironically) underpins two of FCA's lowest scoring vehicles, the Dodge Dart and Jeep Cherokee.