Chrysler’s white knight is ready to gallop off into the sunset. Fiat Group SpA will walk away from alliance talks with the floundering U.S. automaker unless Chrysler’s unions agree to make significant concessions, Fiat CEO Sergio Marchionne says.
Pulling together a deal with the Italian automaker is critical to Chrysler’s survival. Late last month, President Barack Obama rejected the maker’s request for additional aid, giving it only until April 30th to either line up something with Fiat or another potential partner. Barring such a deal, industry observers believe the White House will allow Chrysler to sink into bankruptcy, very likely to be broken up.
“Absolutely, we are prepared to walk. There is no doubt in my mind,” Marchionne told the Toronto Globe and Mail, in an interview published today. “We cannot commit to this organization unless we see light at the end of the tunnel.”
The light Marchionne apparently wants to see would be a signal from the United Auto Workers Union and Chrysler’s other labor groups that they are willing to accept further concessions that would sharply drive down manufacturing costs. The American automaker also reportedly still needs to strike a deal with reluctant bondholders. They’ve been dragging their feet on concessions of their own – in part because there’s hope that in a bankruptcy, they might actually be able to recoup a higher return than is currently being offered by Chrysler.
In the Globe and Mail interview, Marchionne indicated that he believes there is just a 50 percent chance of pulling off a deal in time to meet Pres. Obama’s deadline.
“The dialogue is out of sync,” Marchionne said. “I think they need to see what state the industry is in. Canada and the U.S. are coming in as the lender of last resort. …. No one else would put a dollar in. This is the worst condemnation of the viability of this business.”
The Fiat CEO stressed that no one wants to remove the U.S. and Canadian autoworkers’ unions from the table, “But it will happen if a bankruptcy process drags on. The UAW and the CAW have a unique opportunity here to change the framework of the discussion.”
Should a Fiat deal be hammered out, Chrysler stands a solid chance of winning another $6 billion in aid from the Obama Administration. The question is what next? Will that be enough to tide the automaker through its on going cash crisis?
Chrysler Vice Chairman Jim Press has said, on several occasions, that an alliance with Fiat would generate the equivalent of $10 billion in cash for the U.S. maker. This would come in a variety of ways, including access to new technology, new designs and products or product platforms Chrysler could begin to market through its own brands.
The U.S. maker, which has a minimal presence abroad, would gain access to Fiat’s global distribution channels. Meanwhile, the Italian company would achieve one of its own, key goals, a return to the U.S. market, which it abandoned two decades ago.
Fiat’s Alfa Romeo brand made a tentative return to the States, last year, with the introduction of its super-exclusive 8C sports car. But, longer-term, it would look to come back with higher-volume products, such as the Alfa 149 or 159 models. Fiat might also return with its Cinquecento, or 500, microcar. It’s unclear whether the Italian maker would market products solely under the Alfa brand or both Alfa Romeo and Fiat.
But “Chrysler needs its own Cinquecento, meaning a model that is the remaking of Chrysler,” said Marchionne.
What’s unclear is how quickly all this could happen. Inside sources at both Fiat and Chrysler warn that the current line-up of Italian products would likely require re-engineering – in some cases modest, in some cases severe rework – in order to meet American crash and emissions standards. As a result, a product like a Chrysler 500 might not be available until 2012 or beyond.
How Chrysler will tread water until then remains to be seen.
I can not see why Mr. Marchionne would allow himself to be pressured into a deal. Time is on his side.
If the deadline passes before the deal is done and Chrysler is forced into liquidation, Fiat could come in and select the specific assets it would most like to have at bargain prices. All existing labor contracts would be terminated. And, Fiat could cherry pick from among the Chrysler/Dodge/Jeep dealers to sign up only the best.
Perhaps Dodge trucks and Jeep are worth saving as brands and products, but the Chrysler brand and products are pretty weak. Fiat could provide distribution for some of these products in the rest of the world.
The Fiat name is not held in very high regard here in the US, but we tend to have a short memory. With handsome products, clever marketing, and competitive pricing we would probably try them again. So, there is merit to joining some of the assets of both companies.
It would appear to me that it makes more sense to Fiat to pursue its strategy after Chrysler is forced into bankruptcy rather than throwing it a rope before hand. It would look to be easier and cheaper to simply wait.
Fair analysis, Bob. The downside to your argument is that once you go into bankruptcy, everything is up for grabs. If it’s a Chapter 11 reorg, things can drag on and on, with steadily more damage being done, but no guarantee what happens next.
If it’s Chapter 7 liquidation, there’s also plenty of damage done, including the potential devastation to Chrysler’s public perception, which could make the assets virtually worthless, even the best of them, ie Jeep. There’s also the possibility that someone else could come in and try to grab those assets, ie a Chinese maker, several of which are interested, or even Nissan/Renault, which I’ve been told is still watching things. So, Fiat could wind up in a bidding war with a less-than certain outcome.
So, while time is currently on its side, Fiat has to recognize it’s playing the same game as the debt holders. At some point, you might overplay your otherwise strong hand and lose everything.
Paul A. Eisenstein
Bureau Chief, TheDetroitBureau.com