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Report: Chrysler lost $1,111 on each North American vehicle last year

It's a business goal that sounds simple enough: make money on the products you sell.

It's also the biggest and most obvious challenge that lies ahead for Chrysler's new Chairman and CEO Robert Nardelli, the former GE executive and Home Depot chief who took charge of Detroit's No. 3 automaker on Monday, the Detroit Free Press reports.

The size of his challenge grew substantially last year, according to a study by Laurie Harbour-Felax, who recently joined consulting firm Stout Risius Ross.

Her analysis, released Tuesday at the Management Briefing Seminars in Traverse City, found that Chrysler lost $1,111 for every vehicle it sold in North America last year, as the company continued to churn out fuel-thirsty SUVs that sat on dealers' lots. In 2005, Chrysler made $144 per vehicle, according to Harbour-Felax's study.

Posted by Peter C. T. Elsworth  at 10:53 AM to Chrysler | Permalink

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