For years, U.S. automakers – as well as many of their import rivals – have aimed to emulate the success of the industry’s global sales leader, Toyota. But as Chrysler struggles to rebuild, in the wake of last year’s bankruptcy, it is targeting a very different manufacturer’s formula for success: Hyundai.
In recent years, the Korean carmaker has shown it possible to reverse a reputation for poor quality while transforming itself from a bargain basement retailer into one offering great value for the money. It has been steadily gaining not just sales and market share, but increased consideration by those who, just a few years ago, wouldn’t have even dreamed of walking into a Hyundai showroom.
“Frankly, our strategy is based on what Hyundai did,” Chrysler marketing manager Bruce Velisek told TheDetroitBureau.com during a weekend preview of the new Dodge and Chrysler line-up.
With the launch of its 2011 models, the start of what Chrysler claims will be a complete revamping of its line-up under the guidance of Italian partner Fiat, the U.S. maker faces many of the same problems as Hyundai did.