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Chrysler should be like Apple, Gilles says
Bradford Wernle
Automotive News -- February 11, 2010 - 4:49 pm ET
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Ralph Gilles on the next generation Chrysler 300: “Hopefully, when you see that car, grown men and women will have tears running from their eyes."

CHICAGO -- Chrysler Group, known as the inventor of the minivan and SUV, aspires to regain its own spirit of innovation by emulating Apple Computer.

That was the vision for Chrysler's future outlined by Ralph Gilles, Chrysler's chief design officer and the CEO of the Dodge brand, in a speech today. Gilles said his hero is Steve Jobs, Apple's CEO.

On short notice, Gilles filled in for Chrysler CEO Sergio Marchionne, who was called away to sign a deal creating a joint venture to produce vehicles in Russia. Gilles spoke at the Economic Club of Chicago's annual Chicago Auto Show luncheon.

In Marchionne's absence, he paid tribute to his boss, saying Marchionne had given Chrysler the tools and inspiration to return the company to greatness.

Gilles provided tantalizing glimpses of future products, including the next-generation Chrysler 300 sedan, due in December.

“Hopefully, when you see that car, grown men and women will have tears running from their eyes,” Gilles said. “Hopefully, when you see that, you will say, ‘Go, America.' ”

He also showed pictures of the next-generation Jeep Grand Cherokee, due in three months.

Gilles talked of winning over a new generation of “millennial” customers, people more interested in social networking than how a car looks. Gilles said his design studios are now filled with designers in their early 20s who “understand the market better than I could ever hope to.”

Gilles cited Chrysler's great heritage of inventing segments but said regaining that magic would not be enough.

“The problem is that every one of those vehicles were one-hit wonders,” he said, referring to vehicles such as the Chrysler Pacifica. “We can't do that anymore. The philosophy at Chrysler is to do every vehicle that way.”

Chrysler wants to get away from designing “me, too” vehicles that look like everything else.

“Branded design is everything -- separating into four distinct brands. We've had too much overlap, too many products that were alike.

“The fear for me is that the automobile becomes a commodity. That's the first nail in the coffin of every product. Our mission is to erase that process so that we never get into that death spiral of becoming a commodity.”

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I think Lexus is more like Apple.

Secretive about upcoming models and redesigns. Has very modern design and high value and price. And is the first choice of many. Also a big innovator in the industry.

Apple in the car world would be MB-BMW-Lexus combined.

That's hilarious. Is it April 1st already?

If you need a BBK, there is an app for that

First Chrysler has to develop something like windows 95 before they can aspire to be like apple.

Chrysler should first plan a escape from Volga/Lada/Trabant/Yugo level first.

I see Chrysler is taking some pointers from Acura executives regarding useless press releases.

Enough boasting and gloating Chrysler. What a joke, show the products, and let the products speak for themselves. Don't make bold claims in the absence of product.

How can a company that doesn't offer full iPod integration be compared to Apple???? It's blasphemy!

If thats the new 300C, I have tears in my eyes from laughing so hard.

Apple and Chrysler have one big thing in common: I am a fan of neither company. Never have and probably never will own any of their products.

ha

In other news, Chrylser executive realizes why his company is failing to create any manner of an interesting product.

I wish them the best.

I can see the market for their minivans, trucks, Viper, and, to some extent, Jeep. (Though most Jeeps can hardly be called rugged trail vehicles anymore.) But why would anyone seriously consider their passenger cars?

good call, Apple and Lexus = quality