The company could spend a quarter-billion dollars on Brand Chrysler over two years, says Northwestern's Burnett. But if everything isn't just right, it's going to be a waste of money. The reason it's so important for Chrysler to try is that the two-income and more affluent boomer households are the only part of the market that is likely to grow much in coming years. Of course, there is an element of risk as Eaton attempts to reposition his company in an unforgiving marketplace. But Chrysler can afford to be relatively patient.
T here are concerns that light trucks inflict excessive damage on small cars in accidents.
I don't believe the public is or should be that concerned about safety. It's really been blown out of proportion. Once you put people in those vehicles, they love them. The only thing that will really change is that the competition is going up and the profitability is going down, but I don't think the volume is going down. Fuel efficiency is simply not a factor in this market.