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Chrysler Reveals Strategy to Grow its Commercial Fleet Market Share

In a wide-ranging interview, Chrysler’s Pete Grady addresses questions about the company’s future product plans, its relationship with Fiat, its ability to operate without government assistance, and fleet market strategy.

March 2010, by Mike Antich - Also by this author

On June 10, 2009, an entirely new company - Chrysler Group LLC - was created following its emergence from voluntary Chapter 11 bankruptcy.
 The new Chrysler is now focused on revamping its entire product lineup. By the end of 2010, 16 models will be all-new or have a major refresh, representing 75 percent of its model lineup.

In addition, Chrysler expects a positive operating cash flow starting in calendar-year 2011. In its five-year business plan, Chrysler projects it will fully repay the U.S. and Canadian governments by 2014. 

To learn more about Chrysler's short-term and long-term plans to grow its commercial fleet market share, AF interviewed Pete Grady, VP, fleet & network development.

Here are excerpts from the interview.

AF: What are the top five things that have changed since Chrysler emerged from voluntary Chapter 11 bankruptcy to make it a more viable competitor in the commercial fleet market?

GRADY: It all starts with the product, and a lot is happening there. By the end of 2010, 16 vehicles will be all-new or will have had a major refresh. The 16 vehicles represent 75 percent of the Chrysler Group lineup of vehicles.

The company is really an entirely new company that was formed on June 10, 2009. New leadership has a plan and discipline in place to carry out the plan. Decisions are made quickly and decisively, with all the key players in the room for the decision.

People are a critical component and we are bolstering our fleet and customer service organizations to better support our fleet customers. We are focused on further developing long-term relationships with local businesses and Chrysler, Jeep, Dodge, and Ram dealers.

There is a renewed commitment to fleet. Commercial and fleet sales are an important part of our business plan. There is a disciplined, thoughtful business plan in place that the company is following.

Beginning with the 2010 model-year, a fully transferable, five-year/100,000-mile powertrain warranty was announced. This warranty applies to almost all fleet applications, including police, limousine, taxi, ambulance, postal, rental, and government vehicles.

We believe these are the ingredients needed to remain a viable competitor in the commercial fleet market.


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