Chrysler exerts Magnum force

NEW Chrysler Jeep Australia managing director Gerry Jenkins does not know a lot about Australia, but he knows enough to predict a new family of large, rear-wheel drive Chryslers has enormous potential Down Under.

Receiving its first public airing in the shape of the Dodge Magnum SRT-8 "sports tourer concept" wagon at this year's Los Angeles motor show, a new platform - dubbed LX - will underpin the first large, rear-wheel drive Chrysler/ Dodge to hit our roads in more than 30 years.

"I think LX is going to be a very important car for us here in Australia," said Mr Jenkins at a farewell lunch for outgoing CJA chief Judy Wheeler last Wednesday.

"The Dodge Magnum has plenty of flexibility." Mr Jenkins, who arrived in Australia the previous Thursday and officially takes over from Ms Wheeler on April 2, said Australia - Chrysler's second largest right-hand drive market - would benefit from the company's new approach to export vehicles.

"(Chrysler CEO) Dieter Zetsche has announced he wants to grow Chrysler by a million vehicles by 2012, and international (sales) will be a large part of this growth," said Mr Jenkins.

"Mr Zetsche changed Chrysler's development process significantly when he became CEO.

"There is now an international ingredient from the beginning, which is different to the previous, more opportunistic approach." Mr Zetsche had told GoAuto in Los Angeles that Magnum would be built in right-hand drive and it would be sold in Australia. But Ms Wheeler was quick to point out that, while significant for Australia, LX models will not return the Chrysler or Dodge nameplates to their former glory here.

"Chrysler will continue to be a niche player in Australia," she said.

"No Chrysler will again be a direct competitor for Holden, Ford or Toyota. Unless you're a local producer, it's pretty difficult to do that.

"Chrysler will always be a premium product." Described by Chrysler as a sports tourer, the Dodge Magnum SRT-8 concept shown in Los Angeles is said to be almost identical to the production car that will go on sale in the US under the Magnum name from March 2004.

Just one of 22 new products or derivatives to appear by 2006, it is believed the Magnum wagon could go on sale in Australia as early as late next year, following the likely establishment of the performance-oriented Dodge brand here via Chrysler-Jeep retail outlets in 2004.

The first model to go on sale should be the compact M80 pickup truck, but the range could quickly grow to include the large, LX-based wagon and sedan models.

But while the Magnum show car was powered by a supercharged 335kW Hemi V8, the flagship model is likely to employ a naturally aspirated 255kW 5.7-litre Hemi V8, with other engine choices likely to include a 150kW 2.7-litre V6 and a 190kW 3.5-litre V6.

The iron-block Hemi V8 debuted last September in the 2003 Dodge Ram, 30 years after the original Hemi died in 1971 due to fuel consumption and emissions concerns.

Before the Magnum appears in production form, however, a second bodystyle on the LX platform is due to appear in concept form at the New York motor show this month.

Dubbed 300N and set to replace the 300M sedan, the LX-based variant will be Chrysler's first rear-wheel drive large sedan in many years.

Representing the first real fruits of the DaimlerChrysler merger, both four-door/five-seat LX models will employ Mercedes-Benz components, including a five-speed auto, steering, suspension, seats and electronics. Significantly, the LX platform also has the ability to offer all-wheel drive.

Mr Jenkins, who began with Chrysler Canada in 1979 and most recently was director of international marketing, also confirmed the Crossfire coupe was still on target for a late 2003 launch, while the Sebring cabriolet would be delayed to follow it on sale here in early 2004.

Future will decide my legacy, says Wheeler

DEPARTING Chrysler Jeep Australia managing director Judith Wheeler says the legacy of her 33-month tenure at CJA may not be known for some time.

"I don't think anyone will know how successful I've been for a couple of years, until all of the things we've been working on come to fruition," said Ms Wheeler before heading to Chrysler's Michigan HQ to handle 4300 US dealerships in her new role as director of national dealer development.

"When I started here the company was unprofitable. We did well last year and should go even better this year," she said.

"All our metro stores are now profitable. I think we proved you don't have to be the biggest to be successful." Ms Wheeler said she needed to grasp the cultural difference of Australians, particularly early in her management period.

"The first six months was pretty tough. The harder I pushed the more exasperated they (CJA staff) became. I set targets of, say, 600 and they wanted a beer after 550.

"It was hard to grapple with just how small the market is, so we had to think outside the square. The Chrysler-badged Viper was an example of this and Sebring will be further evidence of a product that simply enhances our product line-up." New CJA managing director Gerry Jenkins said he saw his role as building on the success of the previous management team, which he said set many records during its time.