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New Chrysler marketing boss Jim Press says automaker may trim models as it looks long-term
Published in Saudi Press Agency on 01 - 10 - 2007


Chrysler LLC may need to
trim some of its models and focus on how to reach a wider
array of customers, the automaker's new head of sales and
marketing said Monday, according to AP.
«There seems to be a little too much overlap in some of
the models,» Jim Press told The Associated Press in an
interview.
Press said Chrysler has focused on short-term returns for
many years and needs a long-term plan. The company's
products have an intrinsic appeal, he said, but that hasn't
been effectively communicated.
«The company has let other people define us. We should
define ourselves,» he said.
He was not specific on what models may overlap or need to
be cut.
Press, 60, was named vice chairman and president of
Chrysler two weeks ago. Before joining Chrysler, Press
spent 37 years at Toyota Motor Corp., where he rose to
become the Japanese automaker's top North American
executive.
Press's hiring was a coup for Chrysler, which has been in
private hands since August. DaimlerChrysler AG sold a
controlling stake in the automaker to the private equity
firm Cerberus Capital Management LP.
Cerberus tapped former Home Depot Inc. boss Bob Nardelli
to be Chrysler's new chairman and chief executive, while
former chairman Tom LaSorda now shares the title of
president and vice chairman with Press. LaSorda is
overseeing the company's manufacturing and purchasing
operations.


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