Chrysler suffered a crisis of confidence due to the quality of chassis fasteners

In recent years, Chrysler has had to recall frequently due to quality problems in its models. On April 7, 2011, Chrysler announced the recall of the 2010-2011 Jeep Wrangler car due to defects in chassis fasteners. China has 464 vehicles. On December 22, 2010, Chrysler announced the recall of the 2007-2010 Jeep Wrangler car due to the problem of “front inner fender lining”. The Chinese market involved 3,622 vehicles. On September 6, 2010, Chrysler announced that it had recalled some of the 2010 imported Jeep Wrangler cars due to the problem of "brake master cylinder piping". China involved 67 vehicles.

Chrysler frequently recalls the Chinese market due to quality defects such as chassis fasteners and is faced with “lost” winds. The Beijing International Auto Show Chrysler displayed Jeep SUVs to attract consumers.

A series of problems caused Chrysler to suffer a crisis of confidence. In early December 2010, Chrysler announced the official launch of the new Wrangler car in the Chinese market, but many netizens expressed their opinions that the new Wrangler had not changed much on the main components compared to the models that had burned themselves. Falling is an unknown problem.

Losing the Chinese market The huge potential of the Chinese market has always made Chrysler guilty. It has always been Chrysler’s dream to become the core Chinese auto brand. But this year, the dream did not shine into reality. Chrysler has become one of the few foreign car brands in China that do not have a joint venture partner since the 2008 Beijing Mercedes-Benz race. In November 2009, the Chinese Ministry of Commerce’s decision “to carry out anti-dumping and countervailing investigations on imported 2.0-liter and 2.0-liter imported cars and off-road vehicles originating in the United States” had no joint venture in China. Chrysler, which had the highest number of imported cars, was even worse.

The fact that everyone is in a passive position makes Chrysler swear to regroup. It is reported that at the Jeep Beijing conference on April 9th, Chrysler’s senior executives announced that they must return to China in a high profile and will produce Chrysler brand cars in China instead of just selling imported cars.

However, many industry experts still questioned Chrysler’s ambitions. "Chrysler is very strong in tactics, but it is strategically weak." Xue Xu pointed out that Chrysler is always lack of forward-looking market awareness, which led him to have no effective strategies and methods. To rejuvenate the Chinese market, Chrysler must build new market strategies.

In fact, Chrysler's contact with the Chinese market was almost the earliest, but it did not catch the conference. “Chrysler is always too smart. In fact, they have many opportunities for cooperation with the Chinese market. They missed because of their own reasons.” Talking about the origins of Chrysler and China, Jia Xinguang is not sorry, “If they had come out in good faith, Cooperating with China, the government-purchased 'government car' may now be Dodge!"

This past may still be the heart of Chrysler. According to Jia Xinguang, in the early 1980s, China FAW decided to cooperate with a foreign brand to produce mid- to high-class cars. At that time, it had conducted in-depth negotiations with Chrysler. However, during the negotiations, Chrysler “had a good idea” and first stated that it sold the Engine production line to China at a very favorable price. However, when it came to the vehicle business, it suddenly raised the asking price, resulting in the Chinese being “very angry” and cooperating. Final abortion. Subsequently, Audi Motors took the opportunity to enter and quickly established cooperation.

In 1987, Chrysler acquired the Jeep brand through the acquisition of the American Automobile Company and began to run the Beijing Jeep company. But Chrysler still does not have a good chance. According to Jia Xinguang, at that time, the Chinese government hoped that Chrysler would jointly develop new products with Beijing Jeep and take the localization route. However, many opinions from both sides could not reach agreement, causing the Beijing Jeep business to become increasingly dismal. At the same time, the masses have embarked on a large-scale domestic route and the Shanghai brand, a joint-venture brand, has begun to flourish.

After that, another chance lay in front of Chrysler, but he was still "destroyed." A historical opportunity to merge Chrysler with Mercedes-Benz Daimler Automotive. In 2005, the Beijing Benz DaimlerChrysler Automotive Co., Ltd. was established.

Chrysler took the opportunity to introduce its representative model Chrysler 300C (quote picture parameters). However, due to the narrow space and high fuel consumption, 300C has been abandoned by Chinese users. Soon after, Chrysler was finally "squeezed" out of the Beijing Benz Daimler Company and began the "rogue life" of the Chinese market.

Chrysler, one of the top three automotive companies in the United States, has been hailed as a leader in design for the automotive industry in the United States. For a long time, Chrysler’s classics have been driven by new vehicle models and business objectives “created in Detroit and developed throughout the world”. The "Flying" logo once inspired the car-loving people around the world. The success of its early years in the European market was hailed as a classic case of the perfect combination of American style and European style. However, in the Chinese market, this auto giant has never been able to perfectly align its brand positioning and product style with the needs of consumers, so that it has long been “marginalized”.

In 2009, Chrysler partnered with Fiat to enter the Chinese market in a large scale, but its revitalization has not seen improvement.

Today in the Chinese market, GM and Ford, both from North America, have taken a deep root. "General Motors' strategy is very clear, and it is relatively good at understanding the consumer demand of Chinese consumers." Jia Xinguang said that GM did not cooperate with SAIC soon and established an R&D center in China, focusing on producing cars for the Chinese market. Coupled with its mature capital operating experience, GM has gradually gained strength in the Chinese market through a series of mergers and acquisitions.

Ford's performance in the Chinese market, though not as good as GM, even once fell into a passive relationship with Changan Automobile in the production of the carnival, but it focused on research and development of cars suitable for the Chinese market, through the launch of new brands Mondeo (quotation picture parameters), the new Carnival. Other measures have reversed the trend, and Ford has also leveraged resources such as its partner Mazda's channels to clear its marketing path.

"Chrysler does not have a clear Chinese strategy, and there are very few products that are suitable for the Chinese market. If these two areas are not resolved, Chrysler will not have a head start in the Chinese market," Jia Xinguang said.

It is reported that when Chrysler introduced Cherokee to the Chinese market, cars in the Chinese market were still supplied with fuel via "carburetors." At that time, the American car was already in the era of EFI. This requires transforming the Cherokee fuel system into a "carburetor." However, in the United States, there is no production of carburetors and distributors. Instead, they had to find a company from Japan to produce distributors and ignition coils. However, because they were not well tested, the quality was not well controlled, and the ignition coils frequently malfunctioned. The Cherokee batch failed to start. It is also for this reason that the Chrysler Cherokee was replaced by the Japanese off-road brands Cruiser and Pajero in most of China's markets.