Nardelli: Let Them Eat Options

Did you catch it? ACATT posted late notice on the live webcast for Chrysler helmsman Bob Nardelli's interview at the Magazine Publishers of America conference. You can still catch the full monte by clicking here. But let's say you are busy and don't want to bother...Skipping past the chit chat and backslapping, here's the meat:

Competitve interiors, "A vehicle today has to be your most favorite room under your roof."

Reestablish a partnership rather than adversarial relationship with dealers.

Customer first, quality period, being green, "globality" and great leaders.


Stock options for a much larger number of employees. No specifics on what kinds of options a privately held company would offer



Can Bob do it? Well, he's assembling a team of credible experts and that is a start. I think that Nardelli also shows an attention for detail, such as monitoring security cameras at his former employer Home Depot and calling an incredulous store manager about boxes being left in an aisle. However, to really make a difference you have to have sexy, desirable products and Chrysler is woeful in this area. I don't care how many lit cup holders you have, if you're surrounded by crappy plastics and ho-hum exterior styling you are going to be selling products at a discount. Period.

Bob is definitely placing an emphasis on interior quality going forward, but he made one very disturbing comment. He was discussing interiors and all the attributes that they must posses and then stated that the fact that a car gets you from Point A to Point B is almost incidental. INCIDENTAL? That sounds like a man who has been chauffeured far more miles than he has driven himself. This doesn't sound like a company who is going to be posting a "Drivers Wanted" sign on its dealerships' doors.

It's far too early to draw any assumptions based on 100 days of service. I'm willing to give the man a fair shot at redemption, but please Bob don't forget driving enjoyment.