For Sale: Cuda Trademark and Design???
Last week, we heard of Nardelli’s plan to shop around the Dodge Viper car business. The once iconic, untouchable halo car now has a “For Sale” slapped right across the windshield like a used car. Whatever happened to brand DNA, image, etc?
I found the following excerpt interesting:
Earlier this month, Vice Chairman Tom LaSorda said the company has identified more than $1 billion in “nonearning” assets that it intends to sell to generate cash.
Nonearning assets….would patents, trademarks, and copyrights be included in that $1 billion treasure chest of assets?
What if Chrysler decided to sell the Plymouth trademark? Would it be worth $50 million…$100 million?
What if the guys in the HQ decided to sell the Cuda trademark and design? Given the average rare Cuda now fetches 300K on eBay, there is considerable demand for the car. Maybe a specialty coachbuilder would be interested in buying the rights for the Cuda. I imagine someone would $200-300M for the rights to the Cuda.
The prospect of a potential Viper sale implies that nothing is off the table. No sacred cows…
What other trademarks, patents, or copyrights do you think would generate cash for Chrysler? Post it as a comment and make sure to include a price tag.
September 2nd, 2008 at 9:52 pm
If it has a value and someone is willing to pay for it then look forward to the history of Chrysler to go on the auction block to the highest bidder.
Really what would stop Cerberus from a little house cleaning and selling off unused assets.
Maybe Oscar would get his wish and someone would build an Imperial or a DeSoto.
It would serve Chrysler right if they sold off the Plymouth Brand name and some start up company from India or China cleans up with an entry level line up of automobiles not unlike Toyota and Honda did back in the day.
The funny thing is we get caught up in the obvious and can’t see the forest cause there is a tree in our way.
Cerberus owns Chrysler LLC and all its holdings I won’t be shocked by anything that these guys can dream up.
Site Admin thanks for the insite kinda makes you think outside the box and should make for some good discussion.
September 3rd, 2008 at 1:05 am
“It would serve Chrysler right if they sold off the Plymouth Brand name and some start up company from India or China cleans up with an entry level line up of automobiles not unlike Toyota and Honda did back in the day.”
Why dont Cerberus add it to chrysler if its such a good idea?
September 3rd, 2008 at 8:06 am
I could see them selling off mopar if it made the right financial sense. I don’t think the cuda would be worth 300 mil if all of plymouth is only worth 100 mil. I’d rather just see chrysler use some of the plymouth designs in the current line up (chrysler/dodge cuda would be fine with me).
September 3rd, 2008 at 8:07 am
Why speculate and add more bullshit to the press to provide more negative comment with no backing?
September 3rd, 2008 at 9:08 am
Thank you Anonymous… Seems like another topic for the vulchers to chew on..
September 3rd, 2008 at 9:42 am
You are dead on Anonymous….
September 3rd, 2008 at 10:01 am
I am glad Cerberus is thinking out of the box. If Detroit is going to survive, it needs to ditch all sacred cows! This is a business, not a hobby.
September 3rd, 2008 at 10:50 am
http://www.detnews.com/apps/pbcs.dll/article?AID=/20080903/AUTO01/809030427/1148
“Toyota, Ford say U.S. sales slumped in August” - Detroit News
No August sales stats from Chrysler, Honda, GM, Nissan and the rest of the industry as of noon on Wed., Sept. 3, but this article informs us that Toyota’s sales declined 9.4% to 211,533, but that both Camry and Camry Hybrid gained in sales and that Yaris is up by 20.5%. It will be interesting to see if Corolla is still the industry leader in sales.. Also, note that Ford’s sales are down 26% to 155,690, but Focus is up 23%.
September 3rd, 2008 at 11:00 am
Dont worry daves. Chryslers sales will be in the shitter again.I say around 79,000 units……
OUCH!
September 3rd, 2008 at 11:01 am
GMAC to cut 5,000 jobs, close all 200 retail offices
WASHINGTON — GMAC Financial Services said it was cutting 5,000 jobs at its ResCap mortgage lending subsidiary, or 60 percent of the staff, and closing all 200 GMAC Mortgage retail offices.
September 3rd, 2008 at 11:39 am
http://www.autoexpress.co.uk/carreviews/grouptests/226521/jeep_cherokee_limited.html
Patriot is sold as Cherokee in overseas markets, and here’s a review of an ‘08 model by Auto Express in Merry Old England. Too bad they didn’t wait to test an ‘09 because it would have diminished or even eliminated their well-deserved criticism of hard plastics and interiors…Man, it sticks in my craw that Chrysler didn’t execute well on Patriot. They did get both the styling and the size exactly right— only to mess it up with a less- than- stellar power train and an interior that wasn’t up to the standards of Yugo and the trashy stuff the Koreans exported 10 years ago. What a pity! Penny-wise and pound foolish! Had Chrysler focused on execution and refinement both Patriot and Caliber would have been selling like hot cakes in this market; selling out three-shifts at Belvadere. But, hey, can’t the same thing be said about Sebring/ Avenger, except s styling is also lacking on those vehicles.. Execution and refinement just weren’t priorities of the corporate culture in Auburn Hills under DaimlerChrysler when these products were in development. It now looks like the corner has been turned on that tragic phase with the new Ram, and to a somewhat lesser extent with Journey and the minivans. Let’s hope that every new product launching from now on gets a heavy dose of the new corporate culture that comes from what the U.S. Army calls lessons learned. It seems that throughout its long and tortured history, Chrysler has had to learn the hard way. The people who work there—-and the long-suffering dealers—deserve better.
September 3rd, 2008 at 2:14 pm
$300 Million for Cuda Trademark???
Admin are you really Oscar in disquise?
If not, what are you smoking??
September 3rd, 2008 at 2:55 pm
Dave,
The real tragedy is that in this gas-sensitive market our fuel-efficient vehicles—Caliber, Sebring Sedan, and Avenger are NOT selling well.
If they don’t sell well now WHEN will they sell????
September 3rd, 2008 at 3:42 pm
Mopar Dealer,
You know the answer to your question better than I do. You once posted on this Weblog that perception is reality when it comes to sales. So, using your own logic and wisdom, Chrysler’s fuel-efficient vehicles will sell as as well the competition when the public perceives Caliber-Sebring-Avenger to be as high in quality, reliability and resale value as Focus, Civic, Yaris, and all of the other fuel-efficient vehicles that are selling well. Have you driven a new a Honda Civic lately? If so, can you honestly say that Caliber is as good a vehicle? What about those savvy buyers who go on line or use Kelly to research resale value. Don’t you think they know that Civic beats the socks off Caliber in resale value? Basically, the sales stats reflect popularity, and popularity is the sum of the public’s perception of value, reliability and product-quality. Does anyone really have a legitimate question about how Chrysler’s fuel-efficient vehicles are perceived vs the competition?wonder?
September 3rd, 2008 at 4:15 pm
Home Run Answer Dave!
Let me give you another reason why our brand-quality-perception is low—–ADVERTISING.
Chrysler’s advertising does not focus on the product or quality.
Instead it’s always a “fire sale”, summer sales drive, shop till you drive with up to 40% off, refuel America, and they waste half of the ad talking about rebates and incentives.
This is a mistake.
The overall effect for the consumer is that all they see is “deals and incentives” which doesn’t give any brand equity or overall positive perception.
The subconscious message is that these cars are always on sale with huge incentives and the net overall effect is negative.
Now the new ads are “Tri Brand” which means nothing to the customer.
You never see a Lexus-Toyota-Scion ad.
Chrysler says they do this because they have no money.
Customers don’t shop for a Chrysler-Jeep, or a Chrysler Jeep Dodge.
They shop for a Jeep Grand Cherokee, or a Dodge Ram, or a Chrysler 300, etc.
Until Chrysler runs product ads—-not “omnibus,” tri brand ads the perceptions won’t change.
Let the dealers sell the incentives and deals—-Chrysler should properly position and market their products—and they currently don’t do this.
September 3rd, 2008 at 4:19 pm
Hey, fellas, I appreaciate the kind comments and I am honored that you think the Administrtator is me, but he is not. As for the sale of Plymouth, I wish they’d sell it all to US or Canada firm who’d buy it — for one can’t run a great company without vision and effective leadership. I’m convinced Magma Automotive would make a great home for Chrysler.
September 5th, 2008 at 6:34 am
Magna??? Magna is hurting right now and it’s last big purchase, New Venture Gear, is currently idling plants. They didn’t keep up with technology and now they are hurting. Why would they be any type of fit for Chrysler, they couldn’t afford Chrysler when they had the chance? Can you tell me why it is just a great home for Chrysler? Their shares are tumbling fastest of all the suppliers. Their 2008 2nd half of the year outlook was substantially cut and curently net income off 13% for the first half of the year and operating income off 15%. These numbers are compared to the first half of 2007. They are no position to be purchasing ANYTHING.
Don’t beleive me? MGA on the NYSE
Dave and Mopar Dealer… You are both right. Chrysler needs to advertise the vehicles as if they are the best out there hands down. Then once the people are in the store, the dealer can handle the dealing. I don’t like the idea of advertising nationally about big sales. The dealer should be handling that via local media outlets, not the corporation. The corporation should be out telling people about the cars and trucks!
September 5th, 2008 at 6:54 pm
What I’m talking about is a strategic consolidation of assets from a consolidated group of companies, including Magma, in various industries (military, autos, suppliers, real estate, marine, & HVAC) with an IPO combining both an ESOP and private equity firms. That will allow an integrated, domestic consolidation bringing together the former divisions:
Auto Group: Imperial Division, Chrysler Division, DeSoto Division, Dodge Division, Plymouth Division, Valiant Division, Dodge Trucks Division, Fargo Division, and American Motors Division
Auto Parts Group: MOPAR Division and Magma Automotive Division
Real Estate Group: the Chrysler Building Division and the billion $ Chrysler Center Division
Marine Group: Chrysler Marine Division
HVAC Group: AirTemp Division
Military Group: Tank Division and Missile Division
Financial Group: Chrysler Financial Division
September 5th, 2008 at 10:09 pm
Oscar, you’re so full of s**t!
September 6th, 2008 at 7:28 am
Actually, Oscar has a great plan Mid-South Dealer. But I think the American Motors Division should be set up as a wholly owned subsidiary of the Chrysler Corporation with various divisions. Now that he is out of politics, I’m thinking that Mitt Romney should be brought in as the CEO of the new AMC. I’m thinking there should be 4 major AMC divisions. There is some definite strategery that can take place here with Chrysler. Some of the AMX muscle cars can go along with the new Dodge Challenger and Plymouth ‘Cuda concept. The AM General Division would fit nicely with Chrysler’s Tank and Missile Military Division. The one product that should not be built is the Pacer. That was a dud. Here is my 4 point plan:
Nash and Hudson Division
1. Nash Ambassador Lemans
2. Hudson
Rambler Division
1. Rambler Cross Country
2. Marlin
3. Javelin
4. AMX
5. Gremlin
6. Eagle
7. Matador Rebel
Jeep Division
1. Grand Cherokee
2. Wagoneer
3. Wrangler
AM General Division
September 6th, 2008 at 8:09 am
Floyd makes some excellent points, but two things are definitely missing in Oscar’s plan. The biggest is money. They will have to get some billionaires to back the plan. People like Bill Gates, Warren Buffett, Kirk Kerkorian, Michael Dell, Donald Trump, Steve Forbes, and Ralph Lauren. Also, it needs a Duesenberg, the crème de la crème, for a market niche that the Imperial cannot fill. The “Duesy” is the true flagship. It needs the “Duesy” to top off its product line.
September 6th, 2008 at 8:26 am
What is all this talk about luxury cars? Why not focus in on the common man with a new Plymouth? Affordable, efficient, basic transportation that offers a few “extras” that we’re not accustomed to in our ride. Guys, do you not read the paper? We are in a recession!!! Most of us are living paycheck to paycheck.
September 6th, 2008 at 11:13 am
The AMX should be Chrysler’s next concept! AMC rules!
September 6th, 2008 at 11:57 am
But I love the Pacer. I used to own one. Do you know the car had three doors and not a one of them was the same lenght? The Pacer was the most unique car I ever owned. Innovative, yes, fuel efficient, yes, roomy, yes. They should build it again.
September 6th, 2008 at 12:29 pm
It’s a sporty little car, and I love it. Does it really matter who builds it?
September 6th, 2008 at 1:25 pm
Bring back Simca!
September 6th, 2008 at 3:05 pm
George has a great idea! I checked out the Simca on wikipedia. It is just what the market needs!
September 7th, 2008 at 6:47 am
Well Floyd, I have never been a fan of the AMC, but you make a good point. If anyone could take on this challenge, Mitt Romney could do it — I believe. But, his dad did away with the Nash-Hudson lines, so I don’t know so much about that, but the AMX-Hornet lines would be hot and a good complement to the Dodge Challenger/Plymouth ‘Cuda concept. I do like getting back in the military business as there is always demand for tanks, missles, and Jeep-type products. Given the fact that America needs small cars, Chrysler could easily move in that direction through a wholly owned subsidary, allowing the Chrysler group to focus on the full sized market. Let’s get the big money boys behind the plan and just do it! Maybe then we can get the Plymouth line launched and finally the upper class, Imperial division, once the economy turns around.
September 7th, 2008 at 7:47 pm
They can’t sell the Plymouth! That would be like the government selling the statute of liberty.
September 7th, 2008 at 7:51 pm
Kelly S. is exactly right. If they Cerberus sold the Plymouth, it would serve them right if Plymouth sales took off and became the new entry level product for the industry. That would learn them.
Just why can’t they add it to the Chrysler line as suggested? I see plenty of Plymouth signs still up at the dealerships.
September 7th, 2008 at 10:34 pm
Non car people care squat for brand loyalies just send MONEY and we miight think about it. Besides when was the last time you saw a pick up on Wall Street?
Is Oscar living in parallel dimensions or something?
As a volcan I find him with out logic.
September 8th, 2008 at 9:09 pm
Ok Oscar, do it baby. Call up Donald and the other big investors you know and get the show going. Lead the way big man. Prove that you are more than the uneducated rube that you appear to be.
September 9th, 2008 at 8:01 pm
Say it ain’t so!!!!! They can’t sell the Plymouth. That would be unAmerican.
January 13th, 2009 at 11:58 am
I think the entire Big-3 need to work together to get out of this mess they’re in, and partly responsible for. GM and Chrysler were in talks for a while about a merger. How about restart those talks and bring Ford into the fold. I just don’t think there is room for 3 American car companies, with all of the brands associated with them. They’ve overextended, and are in dire need of a radical amount of reeling in. I say merge all 3 under the revived American Motors marque. Offer a single line of vehicles including one from every class. ie: A subcompact, a compact, midsize, full size, premium full size, crossover, mini-van, mid size SUV, full size SUV, and the range of trucks, from compact/midsize up to one ton. Will dealers take a hit, most certainly. Will the public benefit, definitely given the vehicles would be able to use the best of what the three parent companies have to offer, resulting in an all around better product. And the company will come out of the ashes of the three former brands (and all of their sub-brands) lean and mean and able to take on whatever the foreign makers throw their way. Of course, it will never happen, and it’s just sad to know that it’s a very real possibility to see some of our most beloved marques come back as a chinese POS. I would rather see the Ford/Chrysler/GM brands get merged than to see a chinese car branded as a Plymouth or an Oldsmobile. That would make me sick.