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29. März 2024
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a renaissance for Chrysler design?
DETROIT - He's 63, just two years short of the traditional retirement age, but only a couple years older than Chrysler president Jim Press. Chrysler design chief Trevor Creed's credits, according to chairman Bob Nardelli, include the new Dodge Challenger, Chrysler 300C, Chrysler PT Cruiser, Dodge Viper, Dodge Ram, and Plymouth Prowler.
What? No mention of the Chrysler Sebring and Dodge Avenger?
Nardelli's canned press statement almost sounds like "left to pursue other interests"-type spin. "We thank him for his contributions to the company and wish him well in his retirement." Rumors out of Auburn Hills for months have intimated that ex-design chief Tom Gale has been lurking about the Chrysler design studio, breathing down Creed's neck. Cerberus long ago acknowledged Gale as a consultant to Chrysler's new owners. And, of course, Gale's son is credited with the exterior design of the production Dodge Challenger.
To set the record straight, it must be said that we in automotive punditry give too much design credit to one man or woman, when in fact a whole group of designers contribute to the success or failure of any given car or truck. Creed's job was to pick the winning design of a model and sell it to management. He got the top job at Chrysler after DaimlerChrysler had approved the 300 under Gale's design leadership. The first cars approved on Creed's watch were the Dodge Magnum, Chrysler 300C Touring (for the European market), and Dodge Charger. Englishman Creed certainly brought a European sensibility to Chrysler and wanted to sell Americans on the idea that a hatchback or wagon could be more elegant than a sedan.
It's also common knowledge that Creed did not get along with Freeman Thomas, the forward-thinking, if somewhat eccentric designer, who penned the Dodge Super 8 rear-drive sedan concept that lead to the 300/Magnum/Charger and who quickly left for Ford after Creed replaced Gale.
Ralph Gilles, 38, another of the many fathers of the 300's design, takes over for Creed. It's a good move, even if Gilles also has been in on Chrysler's recent design disasters, including January's disappointing Detroit show concepts. During his tenure as design chief, Creed has been more a politician than anything else, and it's possible Gilles will fill those same shoes.
Gilles understands the criticism of Chrysler's recent efforts and doesn't take it personally. He said at a Chrysler concept drive a year ago that I could expect to be pleasantly surprised with the '09 Dodge Ram, and he was right (of course, you can't make a hatchback out of a pickup). Four months later, that truck was by far the highlight of Chrysler's Detroit show stand. Let's hope it represents the shape of things to come and that this latest personnel change means a new renaissance for Chrysler design.
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