04.30.2009
And so here we are, at another crossroads in the star-crossed history of Chrysler. Today at a noon news conference, President Obama announced that Chrysler would enter Chapter 11 bankruptcy protection today, and would also enter into its much-discussed alliance with Italy’s Fiat SpA.
It’s hard to think of another company that has lurched from boom to bust, back and forth, so many times over the past few decades. Even in my relatively short 34 years, it’s happened a number of times. Bust: Chrysler nearly declared bankruptcy in the late 1970s until Lee Iacocca got federal loan guarantees that saved the company. Boom: The K-car’s success allowed the company to pay back the loans early, and Iacocca’s minivan program was a smash hit in the marketplace, allowing the company to buy AMC to get the coveted Jeep name. Bust: But the company became overly reliant on cars that shared the Reliant’s platform (how’s that for irony?), with most front wheel drive cars, from the K-car to the New Yorker and minivans, sharing a variant of the K’s platform. Boom: Then the company’s products improved, beginning with the Viper sports car, the Eagle Premier-based LH large cars, the Neon, the Ram pickup, and others. During the time in the early- to mid-1990s when Chrysler was finding its styling mojo again, it was also improving production efficiency and was able to capitalize on a booming SUV market with Jeep and Dodge products. Bust: Daimler-Benz acquired the company in an unequal “merger of equals,” gutted the company’s management, and watched Chrysler enter yet another bust period. Boom: Daimler sent Dieter Zetsche to Michigan to serve as Chrysler’s CEO, and on the back of low fuel prices and rear wheel drive performance cars such as the Chrysler 300, Chrysler contributed significantly to DaimlerChrysler’s bottom line while Mercedes-Benz was struggling with quality issues. Bust: Then Chrysler’s gutted, uncompetitive lineup failed to gain traction in the marketplace in an era of high gas prices, which resulted in the company’s sale to private-equity firm Cerberus in 2007, and continuing struggles that take us to today’s bankruptcy filing. Continue Reading

Obama Administration officials are telling reporters that Chrysler is going to file bankruptcy today.
Bloomberg News is reporting that Chrysler will file for Chapter 11 bankruptcy tomorrow morning.




GM is almost certainly going to announce next week that Pontiac is shutting down. The news may come as early as Monday.