Chrysler recently launched its so-called New Day program, which is one of the largest advertising blitzes that the company has ever attempted. In conjunction with this new ad campaign, Chrysler is claiming that it is listening to what customers have to say.
Regarding the New Day program, Chrysler’s Vice President and Chief Marketing Officer said “In the first 60 days after Chrysler became private, we approved 260 line item improvements to our products.” In plain English a line item is a single item that was changed.
As part of the program, “The Firehouse,” Chrysler’s media blog, recently asked “How many times have you all (automotive journalists) admonished car companies for not listening to consumers in deciding on design, features, pricing?” “So, OK, we heard you, but more importantly, we heard the consumers.”
With the skyrocketing cost of fuel, I think the most urgent changes have to do with mileage of future vehicles. I’d like to see advanced technology applied to the problem, with high-tech solutions such as lighter-weight components that are just as strong, or stronger, than current items. These would include chassis, suspension, axles, engines, etc. Rolling resistance and friction needs to be addressed further. I’d also like to see improvements in aerodynamics, as pickup trucks are very non-aero. With the price of fuel at all time highs, with no significant relief in sight, materials and processes that previously didn’t make economic sense now may.
The good news is Chrysler expects to have a pair of diesel engines to offer in the new 2009 Dodge Ram. In addition to the traditional heavy-duty diesel from Cummins, a smaller, lighter diesel this is now available only in the Jeep Grand Cherokee will be offered.
Diesel engines don’t have to be so heavy and made of iron. For example, the 2008 BMW 123d has a 204 horsepower four-cylinder engine that set a record for small diesels. Its 1,995cc engine is the world’s first all-aluminum diesel with an output higher than 100-hp per liter, yet the 123d will have an estimated fuel mileage of 54 miles per gallon.
If you would like to see what Chrysler is doing with this program, visit
www.Chryslerlistens.com. You can join the customer advisory board and/or be part of the ongoing feedback panel. Sign up and you could be invited to interact with other customers and Chrysler executives on hot topics.
Afterward come back here and tell us if you think they really are listening, and what you would like to see happen, especially with Dodge Ram diesels.
