Tagged: news

Chrysler’s Sad Love Life

Marriage can be an iffy thing. Especially if you’re an auto company that can’t seem to exist without being coupled, sometimes with a parasite. That’s what the entity commonly just called Chrysler seems to be.

Full disclosure—I worked at the company for 11 years through three of its marriages. One ended in divorce, another as a result of bankruptcy and a third where Chrysler just became the second of its combined name.

I retired in 2016, five years before the company was sucked into another relationship and lost its identity altogether, as part of a blob of corporate Play-doh called Stellantis.

Keep in mind the last three letters in Stellantis are also the final three letters in the suffix “it is” which is a medical term for some sort of inflammation. Appropriate, since the CEO just flamed out and flew the coop with a nice multi-million dollar nest egg.

So this seems like a good time to examine Chrysler’s marriages from both my inside perspective and a more macro view to better understand how this corporate Sadie Hawkins should go about chasing its next partner—or should it?

In 1998 the all-American Chrysler Corp. was joined in a shotgun marriage to the German automaker Daimler AG. It was billed as a “merger of equals.” There should have been a pre-nup. There was nothing equal about the marriage. The Germans were clearly in charge.

I joined the DaimlerChrysler in 2005 as a contractor—hired to ghost write and manage the company’s first corporate communications blog. A year later, having been a broadcast and print journalist since 1973 and covering autos since 1989, a new digital communications team was created around me. I was hired on staff to run it.

My boss at the time sent me to attend the annual “communicators conference” at DCX headquarters in Stuttgart, Germany. To get there I was granted a seat on the company’s plush jet.

Somewhere over the Atlantic I received some valuable insight as to how the Chrysler side of the marriage was regarded. I overheard a couple of engineers complaining that “they want us to build Chrysler vehicles with Mercedes quality on a Chrysler budget—impossible!”  Yes, it was.

During the actual meeting, a German executive declared any quality issues should be blamed on Chrysler—and welcome to Stuttgart. Ach!

Some marriage. Even the late Dr. Ruth Westheimer couldn’t fix that relationship.

On Valentines Day 2007 the Germans decided to ditch their American spouse with little warning. At the “annual news conference,” held for the first time at Chrysler headquarters in Auburn Hills, Michigan, CEO Dieter Zetsche spilled that all options were open with regard to the future of the tenuous tie-up. By summer the divorce was final and Chrysler found itself in a new abusive relationship—this time with capital management company Cerberus—yes, the three-headed dog guarding the gates of hell.

The upside was the company went back to being just Chrysler. The downside was everything else. Cerberus was known as a corporate slum lord and the new CEO, Robert Nardelli, known for being passed up as successor to General Electric boss, Jack Welch and for being fired from Home Depot after its stock tanked as a result of his bad decisions.

Cerberus had no experience running an auto company and it showed. Its main strategy was simply firing people. I watched as dozens of my immediate co-workers and hundreds more were suddenly told to grab a box, fill it with their stuff and take a hike.

There was a guy installed in one of the little glass offices on our floor who spent his days hovering over a computer and transferring figures to a white board with the mission of plotting where, and whom, to cut.

At one point, to make the world think the company was actually doing something constructive, the company decided to invite the automotive media, along with CNBC’s auto reporter, to anchor live coverage from our headquarters of the unveiling of a line of “production intent” electric and extended-range vehicles under the acronym, ENVI..the first letters of the word, “environment.”

There were three ENVI vehicles–a coupe based on a Lotus that went by the name Dodge Circuit, and two others based on a Jeep Wrangler and Chrysler Town and Country minivan. Coverage was massive.

In fact, the CNBC reporter called me a few weeks later to say if I could get the Dodge Circuit to New York City by that Thursday, he could get it on the Today show along with the Chevrolet Volt.

No problem. I flew out to NYC for the show and was both heartened and horrified when Today host Matt Lauer said to the CNBC reporter he liked the Volt but if given the choice, he’d go for the Dodge. See the segment here. Sorry in advance for the rough quality.

Cerberus said the ENVI vehicles would go into production by 2010 but they never did.

Greatly summarizing here, the combination of the recession and the company going into bankruptcy, along with General Motors Co., buoyed by federal government bailouts, led to Cerberus exiting and Fiat S.p.A. at first taking a partial stake in Chrysler with Fiat CEO Sergio Marchionne leading both automakers.

I Hope Trump Was Right About Detroit

I hope Donald Trump was right when he thought he was insulting Detroit, while speaking here, predicting if Kamala Harris beats him in the presidential election, declaring, “Our whole country will end up being like Detroit if she’s your president.”

I hope he’s right. Harris should hope so too, and campaign on that hope.

My love affair with the Motor City began in 1989, although it wasn’t love at first sight.

After eight years working at CNN at its Atlanta, Georgia headquarters launching Headline News, producing thousands of news casts, being promoted to correspondent and anchor, it was time for a change.

That change came when CNN Detroit’s first bureau chief/reporter, the inimitable Robert Vito, was appointed to lead the network’s bureau in Rome.

Few people wanted to take his place because Detroit was, y’know, a scary, cold, murderous, nasty place. At least that was its reputation.

I’m a native New Yorker. That kind of stuff doesn’t deter me. So I applied for the job and got it.

In the weeks before I made the move, idiots in the newsroom gave me shit warning me to buy an Uzi and other small arms with which to defend my kith and kin.

But there were also a couple of folks who actually had lived and worked  in Detroit and told me to ignore the morons, one predicting, “once you live there you’re never gonna wanna leave. Just give it time and explore.”

When I asked why they left, they both said it was simply a matter of seizing career opportunities but they missed the place badly and visited often.

So we moved. It wasn’t great at first. We went from a split-level house that eventually took us nine months to sell because the Atlanta market was over-built, to a rental townhouse in suburban Farmington Hills that had plenty of room but lots of, um, rodents and at least one hooker as a neighbor.  

It was colder, more cloudy and at the time Detroit’s downtown was fairly run down. But I kept remembering what those folks told me about giving it time and exploring. So we did.

As the new Detroit bureau chief and correspondent my prime coverage responsibility would be, of course, the auto industry.

CNN founder Ted Turner said he established the Detroit Bureau in 1983 because he wanted to be close to the most important industry in the world. The bureau was also in the basement of PBS station WTVS a couple of blocks from the old General Motors headquarters in Detroit’s New Center area. Again, Turner put it there because he wanted CNN’s Detroit Bureau to be near the biggest company in the most important industry in the world.

I quickly found out something perhaps Turner didn’t know about Detroit and the auto industry—how warm and welcoming both could be, especially if you showed some humility and a willingness to learn, which I did.

My new charges at the bureau instantly made me feel welcomed and were kind enough to drive me around the area as I considered places to live and explained the mile road system.

Now don’t get that confused with the “southern charm” I was used to in Georgia. Let’s just say Detroit has its own vernacular—meaning a directness that one could mistake denotes rudeness.

Example. My first real contact with the auto industry was interviewing the top numbers cruncher for Ford. He was a crusty guy two months from his retirement. When I sat down to begin the interview he barked at me, “okay, you’re new, you don’t know anything. Just shut the hell up, listen to what I say and get it right.”

I did on all accounts and after my story aired he called me, now speaking in a much friendlier tone and laughed, saying, “scared the shit out of you, didn’t I? But you did real good. Welcome to Detroit.” 

Yes. I needed to give Detroit a chance.

After that I was invited to attend and to speak at a number of events where industry and PR poohbahs gave me warm welcomes.

I was even invited, several times, to appear on the radio with legendary WJR morning giant, the late J.P. McCarthy, where he’d give me gentle shit about the media bashing Detroit. I won him over by changing the subject, telling him anecdotes about Ted Turner sometimes appearing the Atlanta newsroom in a bathrobe after spending the night in his office upstairs after a particularly rough evening of, er, personal enjoyment.

I was honored to be one of McCarty’s final guests on his Focus segment the week of his last shows before he retired.

Over the years my family and I discovered the beautiful suburbs, the wonders of Michigan and above all, the friendliness of its people. We also reveled in the genius of the hard-working citizens who constantly push the boundaries of technology, mobility, education and culture.

In January, 2001 CNN’s parent company completed what would end up being a disastrous merger with AOL, and the company closed bureaus and laid off about a thousand of us in one fell swoop. I was one of them.

So now a choice had to be made. Where to go to continue to make a living. Our two kids were still in school and we very much wanted to avoid uprooting them.

But in the end it wasn’t really a question of moving. My family said they love it here. The Detroit area has everything you could want—schools, shopping, recreation, culture, major league sports teams. Why move?

There weren’t any TV jobs for me so I re-invented myself as a print reporter. Again, Detroit came through for me.

The Associated Press Detroit bureau chief Charles Hill needed a national auto writer and I had place my resume on a journalism job website. He was skeptical a TV guy could actually write—typical bias against broadcast journalists—but gave me a chance.

Yes, there was a learning curve, but again, Detroit came through for me. My editor, Randi Berris and supervisor, Mike Householder, held my hand, broke me of some TV habits and were so, so patient and supportive.

It led to being recruited by The Detroit News to be the General Motors beat writer and three years later, tapped by then DaimlerChrysler PR chief Jason Vines to ghost write and manage his new blog. That job eventually grew to the creation of a new digital communications team which I was appointed to lead until I retired in 2016.

Even after I retired, the opportunities kept coming. I was recruited to use my many years of broadcast journalism experience to help out the Automotive News with its twice-daily newscasts.

That ran its course and I was immediately approached by a former Chrysler colleague at Franco PR to work as a consultant and at the same time, the Forbes Detroit bureau chief asked me if  I’d like to be a freelance automotive contributor. That was in 2018 and I’m still working those two part-time gigs, which I thoroughly enjoy.

You see a theme here? Detroit represents open-mindedness, opportunity, fulfillment. My kids are adults but they’re still here. We didn’t skip town upon retirement. Indeed we bought a bigger house.

We live exactly one minute from a magnificent trail that connects with others for many, many miles where we often walk or bike ride.

We’re surrounded by lakes and are only 20 minutes from the Huron River where I often paddle in my kayak.

My daughter and boyfriend have also recently introduced me to the magnificent sport of disc golf. Who knew there were so many wonderful courses in the Detroit area—most of which charge no fee?

Detroit has become internationally renowned for its eclectic restaurant scene with restaurants led by adventurous chefs conjuring meals and experiences delighting diners with tastes that range from basic American fried stuff to gourmet dishes delving into an array of elements and cultures.

Thousands of new homes, apartments, townhouses and condos are opening or under construction, aimed at attracting new full-time residents to the city.

Take a look at Detroit’s skyline. That new Hudsons block skyscraper is a metaphor for the new heights our town is reaching.

Leave the Detroit area, leave Michigan? Are you freakin’ crazy?

So listen, Kamala Harris. If you become President of the United States, you would do well to make much of the country a lot like Detroit. And Trump? You were too stupid to know the insult you intended was actually a compliment.

When PR People Are Rockin’ the Oldies

I like oldies as much as any grizzled Boomer, but that only pertains to music and maybe fashion styles. Ever see my wardrobe? Hey…stuff comes back! Anyway, oldies for which I have no appetite are news stories, but this week that’s what I’ve been served up in my email.  Since I’m both a journalist and PR consultant I’m claiming rights to offer this brief observation.

I recently received a pitch from someone offering me an interview with the CEO of a company that’s doing digital auto sales with a bit of a twist. OK..got my attention. But then it lost my attention after I took 20 seconds to do a search on the company and discovered the company actually launched last summer, winning excellent coverage from Bloomberg and Automotive News. The reason they call it “news” is because stories are supposed to be about something, um, NEW, not an exercise in nostalgia. Being the nice guy I am, I politely informed the PR person of the total UN-timeliness of such a story and suggested she should have pitched me the story when it was fresh, and not as smelly as a four-day old carp. I’ve yet to hear back from her but I imagine my response elicited a murmured “screw off old man,” or something more NSF.

Earlier this week I received a pitch for another stale story and politely declined, explaining my publication is not an oldies station. The PR person was temporarily stymied by my snark before replying inexplicably, “thanks for the update!” HUH? Update? No….DATED!  

Since you’re all smart and accomplished pros I won’t belabor the point with more examples of which I have no shortage. The point is, if you’re going to pitch a story please do a quick search to see what’s been previously reported about the company, then come up with fresh angles to give the reporter a reason to write another story about the business. Pro hint: just offering a profile of a company is often a loser unless that company is segment-buster or the CEO’s work station is an actual shark tank.