Chrysler exits car-crazy California
Pioneering design studio to close down and reconsolidate at Michigan headquartersChrysler's aim to become meaner and leaner took on more substance when the company announced on March 8 that it would close its Pacifica Advance Design Studio in the seaside resort town of Carlsbad, California.
The closure will mean a refocussing on design facilities at its headquarters in Auburn Hills, Michigan, and the end of an era in which the stylistically adventurous car company led the way for other manufacturers in establishing studios in populous and car-conscious California.
The move follows only months after Chrysler's 80.1 per cent acquisition by Cerberus Capital Management in August 2007 to take control from former parent DaimlerChrysler. It is part of a global re-think planned to consolidate resources and help arrest the losses experienced by the company in recent years. In 2007, Chrysler placed its deficit at $US1.6 billion.
A statement by Chrysler says that "Advance Design remains an integral part of our future design efforts" and that the changes "set the stage for Chrysler's future global growth efforts, which also include our intent to establish global expertise in design, engineering and sourcing through centers of excellence. These actions will help the Company meet its long-term globalization goals."
The relocated Chrysler design team will remain under the guidance of design senior vice president Trevor Creed.
The Pacifica Advance Design Studio in California played a big part in recent designs such as the Chrysler 300, which has been a big success in Australia, the Dodge Challenger muscle car and memorable exercises such as the Plymouth Prowler retro hotrod from the 1990s.
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