"We could be the Mercedes or BMW of America," said Chrysler co-president Jim Press last week. "If there's one company in America that can build high-craftsmanship, innovative vehicles, it's Chrysler."
Press was speaking to Automotive News about the future of the struggling U.S. automaker.
As an example, Press points to the 2009 Dodge Ram, generally lauded as a massive improvement in styling, performance and quality for Chrysler. Press said that, in the future, Chrysler will build vehicles loaded with premium features that are still affordable to consumers.
"If Mercedes-Benz built a pickup truck, that's what it would be," Press said, referring to the Ram. "GM and Ford are making basic cars and 'gingerbreading' them up to premium."
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