Chrysler’s top exchange for Chinese operations or restructuring

Chrysler will announce the details of the five-year renewal plan on November 4, including the product promotion plan and positioning of its Chrysler brand, JEEP brand, and Dodge brand. This is also the first time since the takeover of Chrysler in June 2009, its CEO Malchon made a public speech on the company's development prospects.

Fiat and Chrysler’s dual CEO Malchone will announce the next five-year business plan for Chrysler’s revival in early November.

To this end, Chrysler conducted a series of personnel adjustments, Dodge and Chrysler CEO of the two core brands Yi Ren. With the initial establishment of the "Grand Fiat" layout in China, how Chrysler's Chinese business has been adjusted has also become a focus of attention in this business plan.

"Revival" plan announced next month

On October 5, Chrysler announced the appointment of Fred Dalez as President and CEO of Dodge Ram Motors, and he will concurrently be the highest US sales executive; Rafi Gilles is President and CEO of Dodge Car. At the same time as Chrysler brand product design director.

Chrysler also announced that Olivia Francois will serve as President and CEO of the Chrysler brand. Francois previously served as head of the Lancia brand at Fiat Auto; Michael Manley will continue to serve as President and CEO of the Jeep brand. Former Chrysler brand head Peter Von and Dodge brand head Michael Akaviti have left the company.

Since then, Chrysler announced that the group's chief executive Malccione will be announced on November 4 details of the five-year recovery plan, including product promotion plans and the positioning of its Chrysler brand, Jeep brand and Dodge brand. This is also the first time since Malcolyne took over Chrysler in June 2009.

According to industry analysts, the above personnel adjustment is just a part of a series of personnel arrangements at Malchoney. Before and after the announcement of Chrysler's business plan for the next five years, Malchone may further adjust personnel according to the reorganization plan and may involve China. market.

At the age of 56 years old, Malchone, before entering the automotive industry, his career was a lawyer. He was known for being courageous and altogether famous in the industry. Foresighted Malchone was considered to be the key figure in Fiat's revival. After becoming the CEO of Fiat in June 2004, he only took several Fiat executives out of the door after just over 20 minutes of talks.

Business and Strategy in China Has Not Changed

As the world's largest auto market, Chinese operations are crucial to both Fiat and Chrysler, but both companies have taken a lot of detours in China and are on the edge of the market. According to the data, as the first multinational automobile company to enter China, Chrysler and Beijing Automotive JV, a joint venture between Beijing Chrysler and Beijing Automotive, achieved the highest level of annual sales of nearly 26,000 vehicles in 1995. Since then, sales have fallen almost year by year. In 2007, Chrysler sold only 12,000 in China. Car.

After breaking up with BAIC, in order to re-enter the mainstream market, Chrysler invited GM of former General Motors China in 2007 to serve as CEO of the Asia-Pacific region and take charge of China affairs. Murphy, known as "China Connect," has extensive connections with the Chinese automotive industry. It is under the leadership of Murphy that GM's business is booming.

However, the addition of Murphy did not get Chrysler China out of the trap. Although under the leadership of Murphy, Chrysler once announced the foundry cooperation plan with Chery and the Great Wall, but the negotiations did not reach an agreement. "It was precisely because of the different opinions of the headquarters that the plan for the foundry was turned into a bubble." One source said.

In December 2008, Murphy was forced to resign. At that time, Chrysler was on the eve of bankruptcy and restructuring. Its acquisition by Fiat had also entered a critical stage of negotiations. Therefore, Chrysler did not make large-scale adjustments to the top level in the Asia-Pacific region. Murphy's legacy from GM was retained.

Ke Anzhe, who took over Murphy as the CEO of Chrysler Asia Pacific, was the financial and administrative manager when Murphy took over General Motors. When Moifui switched to executive vice president of SAIC, he took over the overseas business of the handheld, and Ke Anzhe became the South Korean Ssangyong of SAIC. Car Chief Financial Officer.

In January 2008, after Mr. Murphy became the CEO of Chrysler Asia Pacific, Koanzher became the chief financial officer of Chrysler’s Asian operations.

In addition, Chrysler China Vice President Zheng Jie and others are also the old ministry that Murphy brought from General China. Such a management team has a certain sense of guarding the cabinet.

However, Jiang Qiong, Chinese corporate communications manager for Chrysler Asia Operations, said in an interview with the Times Weekly reporter that at present there is no information that Chrysler's business and strategy in China will change.

Made into a straw

According to industry insiders, the details of the Chrysler Five-year Recovery Plan that Malchoney planned to publish on November 4 are likely to involve the restructuring of the Chinese market business and may cause personnel changes.

As Fiat has already established a joint venture with GAC, it is highly likely that Malchoni, who simplifies management, will integrate Fiat's business with Chrysler in the Chinese market.

Previously, Times Weekly had the first exclusive report, Chrysler's jeep brand models will be made in Hunan, followed by Reuters and other domestic and foreign media have reported that China re-find a partnership.

On September 6th, Zeng Qinghong, general manager of GAC Group, said at an industry forum in Tianjin: “We have no contact with Chrysler. So far we have no plans with Chrysler.” The phrase was interpreted by the industry as the negotiation of the production of Chrysler models. It was between GAC Group and Fiat, which meant that Marccione had a comprehensive consideration of the restructuring of Fiat and Chrysler's China business.

From the viewpoint of the industry, the rapid realization of localization is the only choice for Chrysler China to get out of the dilemma. On September 14, the Ministry of Commerce announced that it would initiate anti-dumping and anti-subsidy filing and review procedures for some imported cars and broiler products in the United States. This would imply that Chrysler, which had to rely on the imported car business to develop the Chinese market in a difficult manner, was pushed to a desperate situation. According to incomplete statistics, Chrysler has the largest number of vehicles exported to China among the three major US auto companies, with more than 20,000 vehicles annually, and the United States exports approximately 42,000 vehicles to China each year.

If punitive tariffs are imposed on American cars exported to China, Chrysler is likely to be kept out of the market.

In addition, the Jeep brand's flagship model, the Wrangler, frequently sees the spontaneous combustion incidents caused by the quality of the media or defects, which also makes Chrysler China's brains.

According to statistics, on May 28th, the Cheyou Club "Brothers" Tianjin Brigade organized a self-driving tour of Jade Island on the southern gold coast of Changli County, Qinhuangdao, Hebei Province. However, when the temperature is not high, a Wrangler appears to have spontaneously ignited. It is the 6th recent Wrangler spontaneous combustion accident.

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