If the last couple of years weren’t crucial enough, Chrysler Group LLC’s new CEO Sergio Marchionne said yesterday that 2010 will be a very significant year to rebuild consumer confidence in the Auburn Hills automaker.
“These things take time, but I think 2010 is the crucial year. We need to do most of that work (of restoring consumer confidence in Chrysler) in 2010,” Marchionne said. ”We started last year a piece at a time rebuilding the component elements of the brand equity.”
He said that new product offerings coming to the market in the second, third and fourth quarter will see a rebuilding of that equity in terms of actual sales.
Chrysler sales were down 35.9 percent in 2009, underperforming FoMoCo and General Motors.
– By: Stephen Calogera
Source: Automotive News (Subscription Required)