Boileau Communications Management LLC

Where can we get a vision for Chrysler?

Chrysler’s announcement that they’re going to cut a quarter of their dealerships doesn’t much qualify as news—everyone knew it was coming. Still, spend a few minutes thinking about more than just the raw numbers. Consider what those numbers mean, especially in small towns across America where a Dodge or Chrysler dealership is integrated into the fabric of the community. It doesn’t take much imagination to picture the impact on Little Leagues, band boosters, small-town newspapers and a host of other other organizations that depend on their local dealership for business and support. And that’s not even counting the customers themselves.

The closures are going to bring Detroit’s story home for a lot of people who up until now have been able to distance themselves from it.

That’s why it is so important for the people driving the boat at Chrysler to articulate a credible vision of their future. I haven’t heard that yet, and I don’t know if it’s because they aren’t doing it or because I’m not paying close enough attention. Either way, I don’t have in my mind a clear vision of what Chrysler wants to be on the other side of Chapter 11. It’s possible that no one can believe in Chrysler’s future right now, that no clear message can get through because there is just too much wreckage in the way. Even if that’s true, they need to try harder.

As the targeted dealerships begin clearing off their lots and boarding up their windows, people are going to become even more convinced that Chrysler is dead. We need a strong, confident voice to tell us that isn’t true, and to paint for us a compelling picture of what a new Chrysler is going to look like. That will bring sneers from many corners because there are plenty of people ready to start shoveling the dirt into Chrysler’s grave. I’d say let `em sneer; there isn’t much to lose and if the company can’t clearly articulate its future it probably doesn’t have one anyway.

Say what you want about Lee Iacocca—the man had a gift for making people believe. If Chrysler is still going to be around by the of this year they need to start making people believe.