Chrysler Cars

Chrysler - 1998 Report Card

Chrysler has enjoyed such a Cinderella existence in the 1990s that everyone seemed to expect it to go on forever. However, an unfortunate strike coupled with a massive product launch showed just how ephemeral success can be.

When compared to its competitors, Chrysler is still the benchmark in several categories. But for this Report Card marking period it definitely hit a bump in the road, earning only a C.

Chrysler’s new management team has a big job ahead of it. Its Jeeps, minivans and pickup trucks experienced their first significant drop in sales during the current cycle. Even a 50% increase in incentives (to an average of $1,010 per vehicle) failed to shore them up.

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Messrs. Eaton and Stallkamp will be counting on a host of new vehicles to help them turn the tide. The LH cars, Dodge Durango, Quad Cab Rain pickup, and a new Jeep Grand Cherokee due towards the end of the year are expected to help. Undoubtedly they will. But weaknesses in the rest of the line-up will have to be addressed, if the company is to regain its Cinderella status.