I feel old. There was a time when the automaker CEOs I
interviewed had maybe 10 or 15 years on me. But I've just spent a day talking to
the execs running Chrysler Group's key brands, and every damned one of them is
younger than me. By traditional Detroit management standards, they're still in
nursery school. But they're emblematic of an amazing transformation happening at
Chrysler under hard-charging Canadian-Italian Sergio Marchionne.
Ralph Gilles is articulate,
energetic, and a passionate car guy. He's also only just turned 40, heads
Chrysler Design, and is now CEO of Dodge as well. His vision for Dodge will warm
the heart of any enthusiast: "There's a reason Viper came back into the fold,"
Gilles says. "I needed a flagship performance vehicle. And then I looked at my
entire portfolio and said: 'Well, if I'm going to have that car at the top, then
every car should have something that they can claim as real
performance'."
So even the new Dodge Grand Caravan minivan gets retuned
suspension, revamped steering, and wider tires. "Tuning a car doesn't really
cost anything," Gilles explains. "It's more about the choices you make."
Hallelujah.
Like Ralph Gilles, 49-year-old
Frenchman Olivier Francois holds down more than one job at the new Chrysler.
He's CEO of Lancia, Fiat's near-luxury European brand, as well as chief
marketing officer of both Fiat and Chrysler. And he's CEO of Chrysler. Don't ask
me what he does in his spare time. Francois is implementing Marchionne's
ambitious plan to supply Lancia and Chrysler with common hardware. "Both brands
share a lot of commonality in their DNA, their history, their target markets,"
he says. "If you take a Chrysler and make it fun to drive, with European
handling and absolutely over-the-top quality, you easily get a Lancia. Which is
good news for the American consumer, by the way." Chryslers with European
handling? Sounds good to me.
Jeep is being run by 46-year-old Brit Mike Manley, who cut his
teeth in the business as a car dealer in the U.K. before moving to America with
DaimlerChrysler eight years ago. Manley's vision for Jeep includes a new Grand
Wagoneer, built on a lengthened wheelbase version of the new Grand Cherokee's
platform. "Grand Wagoneer would be the pinnacle of Jeep," he says. "We still
have work to do to be able to confirm we can do it, but it is very much in my
plans." Also on the agenda are diesel engines for the U.S. market, and a new
baby Jeep, smaller than Compass, for the European market. "What we want to do is
be the complete SUV brand. So as we think about the portfolio, we're thinking
about expansions in those areas."
At 38, Italian-American Laura Soave is the youngest of
Chrysler's new brand CEOs, and the one with, arguably, the most challenging
job-relaunching Fiat after a 26-year absence from the U.S. market. But she's
confident the cute 500-four versions of which will be available here by 2012-is
the car that can do it. "We showed focus groups the car," she says, "and the
minute we told them it was Italian, the reaction was all positive." Soave says
Fiat will play heavily on its Italian heritage, but not in a cliched way: "We're
going for modern Italian, not Olive Garden, Tony Soprano, 'Jersey Shore'..."
There's an energy and enthusiasm
about these young Chrysler execs that's very exciting, and clearly driven by the
opportunity given to them by Fiat. "The Fiat guys are proud to be involved with
creating American cars," says Ralph Gilles. "They bring war stories, they bring
passion, they bring a can-do spirit. I almost forgot what that felt like. It's
intoxicating."
There's a refreshing candor, too, whether it's Laura Soave on
Detroit's inward-looking nature: "Detroit is not a trend-setting city, let's be
honest." Or Ralph Gilles on how America's automakers lost their way: "In some
ways we've abused our existing American customers. We thought we could get away
with things; we thought they would tolerate less-performing cars and lower
content. We're getting out of that business now." Or Olivier Francois on the
challenges facing the Chrysler 200, aka the redesigned Sebring: "We don't own
this market. I have no customers, I have no carpark. I have nothing. So I need
to conquest. And that will be tough."
These are people who know they have
everything to play for, and everything to lose if they screw up. Chrysler's
comeback is in their hands. And from where I sit, they're going to make it stick
this time.