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Chrysler’s bankruptcy is a dagger to the heart of car lovers

By Siavash Emamzadeh

One of the most storied brands in

all of automotive history is about
to undergo a major transformation.
A brand that’s maintained the same
identity for a massive 84 years.
Chrysler, or Chrysler LLC as it’s
corporately known, has filed for
bankruptcy — yes, the dreaded Chapter
iy.

It can’t be said that no one saw
this coming. With recession rearing
its head in late 2007 and gas prices
soaring, auto manufacturers knew
that the economic downturn would be
especially hard this time around. The
poor gas mileage of the majority of
vehicles, especially American brands,
may be a major reason for the struggles
of auto companies. This decade’s surge
in environmental awareness can also
account for the decline in sales of
pickup trucks and SUV’s-or “un-green”
cars.

But as a car lover, I have to plead
ignorance because I never saw it
coming. I never thought I would live

[e a gloomy time for car lovers.

   

to see one of the “Big 3” essentially
collapse. With household brands like
Dodge, Jeep and Chrysler under its
wing, Chrysler LLC’s tumble just
hurts that much more. What will truly
distort their identity is the forthcoming
merge with Fiat, the popular Italian
car maker, as a solution to depleted
revenue. Fiat is known for making

compact and relatively conservative car
models, much like Toyota and Honda.
The merger will see smaller, Fiat-like

Chrysler LLC vehicles produced, with
presumably better fuel mileage and
better technology.

Now, realistically, it’s a long

overdue and beneficial change to

Chrysler LLC; their vehicles will
probably run better and cost less to
manufacture, buy and maintain. But in
the long run, will Chrysler LLC and
Fiat’s products attract a lot of buyers
in the American market? There seems
to be a lot of supporters of pickup
trucks and SUVs south of the border,
either simply because of preference or
more likely, because of the roominess.
After all, recent stats indicate that the
US is among the leading nations in
obesity rates. So, even if Americans
do eventually choose in favour of the
smaller cars, they’d have to commit to
a diet regimen and the odds of that are
slim, as fast food ads are quite enticing,
I must admit.

Another concern, although to a
lesser degree, is the parity this merger
might lead to in the automotive

industry. I’ve always been a big
supporter of distinction when it comes
to different car makes. Chrysler LLC
models like the Jeep Wrangler or
Dodge Challenger are one of a kind
and aptly distinguish their brand from
others. But that quality will be extinct
come the merger. Had the company
anticipated financial struggles, they
could’ve acted earlier and developed
an alternative to this desperate merger.
They could’ve mirrored Toyota, Ford
and Chevy and produced hybrid
vehicles to boost mpg capabilities and
garner more buyers. Oh, that’s right—
they did— but way too late; the 2009
Chrysler Aspen and Dodge Durango
are the first Chrysler LLC models to be
equipped with hybrid technology.

But clearly, I suppose I should
just be thankful that I’m not one of
the thousands of manufacturing plant
workers that’s been laid off. Indeed, it
does ease the pain, but in the end, I still
know that the car company that found
a place in the heart of so many auto
enthusiasts is now on life support. One
down, two to go.

 

 

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