The Plan that was
submitted by Chrysler on February 17, 2009 reflects some
progress that has been made under current management but
ultimately is insufficient due to several structural issues
that Chrysler, as a standalone entity, is highly unlikely to
overcome. In particular, Chrysler’s limited scale in an
increasingly capital-intensive global business, the inferior
quality of its existing product portfolio and its heavy
truck mix leave the Company poorly positioned. Chrysler’s
plan to address these issues is based on overly optimistic
assumptions that are inconsistent with its current products
and its resources. A few key challenges:
• Scale:
Chrysler cannot afford to dedicate enough R&D to each
product platform to maintain competitiveness, suffers from
having a smaller supply purchasing base and amortizes its
significant fixed costs over a much smaller base of vehicles
than its competitors.
• Quality: While the Company is committed to
improving quality, its current quality scores significantly
lag competitors. Chrysler admits that improving quality and
associated brand perception will take a number of years.
• Product Mix: Chrysler does not have a product
pipeline to cover the smaller car segments which are
projected to grow in share of the overall car market and
will struggle to meet proposed fuel-efficiency standards.
• Manufacturing: In contrast to best-in-class OEMs,
as well as both GM and Ford, Chrysler has not invested
significantly in common architectures and flexible plant
manufacturing capacity, which will be critical to longterm
profitability.
• Geographic Concentration: Unlike many of its
competitors, Chrysler’s business is heavily weighted to
North America, which makes the Company more vulnerable to
local economic fluctuations and less able to take advantage
of developing markets.
While the Company
has made meaningful changes to its cost structure in the
last few years, the combination of a fundamentally
disadvantaged operating structure and a limited set of
desirable products make standalone viability for the
business highly challenging. As a result, the President’s
Designee has found that Chrysler’s plan is not viable as
currently structured. However, to the extent Chrysler can
develop a partner who would improve Chrysler’s scale,
bolster its product development, and allow it to enter the
small car market with a robust set of products, Chrysler has
some prospects for long term viability.
Detailed
Determination
The Loan and
Security Agreement of December 31, 2008 between the Chrysler
Corporation and the United States Department of the Treasury
(“LSA”) laid out various conditions that needed to be met by
March 31, including: (a) Approval of the Labor Modifications
(Compensation Reductions, the Severance Rationalization and
the Work Rule Modifications) by the members of the Unions;
(b) Receipt of all necessary approvals of the VEBA
Modifications other than regulatory and judicial approvals;
provided, that the Borrower must have filed and be
diligently prosecuting applications for any necessary
regulatory and judicial approvals; and (c) The commencement
of an exchange offer to implement a Debt Exchange. As of the
date of this memo, the above steps have not been completed.
As a result, Chrysler has not satisfied the terms of its
loan agreement.
The LSA also
requires that the President’s Designee review the
Restructuring Plan Report in order to determine whether
Chrysler has taken all necessary steps to achieve and
sustain the long-term viability, international
competitiveness and energy efficiency of the Company and its
subsidiaries
Since receiving the
Company’s plan on February 17th, the Government has engaged
in substantial efforts to assess its viability. This work
has involved staff from the Department of Treasury, National
Economic Council, Council of Economic Advisors as well as
the numerous other Cabinet agencies involved in the
President’s Task Force on the Auto Industry. The working
group has also worked extensively with several dozen
individuals at industry-leading consulting, financial
advisory and law firms. Numerous outside experts and
affected stakeholders have been consulted. Based on this
work, the President’s Designee has concluded that the
Chrysler plan is not likely to lead to viability on a
standalone basis, and that Chrysler must seek a partner in
order to achieve the scale and other important attributes it
needs to be successful in the global automotive industry.
While the
President’s Designee considered many factors when assessing
viability, the most fundamental benchmark was the following:
for a business to be viable, it must be able – after
accounting for spending on research and development and
capital expenditures necessary to maintain and enhance the
company’s competitive position -- to generate positive
cashflow and earn an adequate return on capital over the
course of a normal business cycle.
The Plan that was
submitted by Chrysler on February 17, 2009 reflects some
progress that has been made under current management but
ultimately is insufficient due to several structural issues
that Chrysler, as a standalone entity, is highly unlikely to
overcome:
Progress to date:
• Chrysler has made
meaningful progress, and identified a great deal more
opportunity, in reducing its cost structure as part of a
major operating restructuring:
o Structural costs: The Company plans to reduce
structural costs by 29% from 2007 to 2009. These
improvements are driven largely by aggressive reductions in
salaried headcount, which is expected to fall by 60% from
2000 to 2010.
o Capacity utilization: The plan contemplates the
reduction of manufacturing capacity by 1.3M units in order
to respond to a depressed global auto market. The
manufacturing capacity will be eliminated mainly through the
closure of two assembly plants and five engine plants from
2009 to 2014.
o Wage rate rationalization: The Company projects
that its US hourly wage rate will reach benchmark levels by
2010. These assumptions are based on current negotiations,
which have yet to be finalized.
• Chrysler’s plan also focuses on improving product quality,
which has historically lagged at Chrysler:
o Since the formation of Chrysler LLC, there has been a
renewed effort to increase the quality and interior content
of vehicles, although quality often takes many years to
significantly improve and the perception of quality can lag
still further. Importantly, current market research by
independent experts does not suggest any significant
improvement in customers’ perception of Chrysler product
quality.
In short,
Chrysler’s current management team has made meaningful
progress in addressing the areas under which they have the
most control, particularly on a short-term basis. However,
Chrysler suffers from a number of structural disadvantages
that can not be addressed on a standalone basis. In
particular, Chrysler’s limited scale in an increasingly
capital-intensive global business, the poor quality of its
existing product portfolio and its heavy truck mix leave the
Company poorly positioned. Chrysler’s plan to address these
issues is based on overly optimistic assumptions that are
inconsistent with its current products and its resources.
• Chrysler’s
smaller scale has broad implications for its business, both
at the top line as it seeks necessary improvements in its
product portfolio and at the bottom line as it seeks to
improve its cost structure.
o Product Development: Chrysler’s scale limits its
product development budget overall, and particularly limits
the amount the Company can spend developing each platform.
Chrysler currently dedicates only 50% as many engineers to
each platform, on average, as GM does. Furthermore, Chrysler
has much lower volume platforms, on average, than most of
its competitors, and these lower volume platforms mean that
Chrysler must amortize its R&D and capital expenditures over
a much smaller base. This, of course, limits the Company’s
ability to innovate and develop new product.
o Purchasing: Due to its limited scale, the Company
is unable to exert leverage on suppliers to reduce its cost
of goods. For example, GM’s average yearly global buy is
~$90B, whereas Chrysler’s is ~$20B.
o Fixed costs: Chrysler’s more limited scale means
that some of its fixed costs are spread over a smaller base.
As a result, Chrysler has a significant disadvantage on
fixed costs (estimated at approximately 3-4% of revenue),
which translates into several hundred dollars per car of
reduced profit.
• Chrysler’s products have also historically underperformed
in terms of quality, which remains a significant challenge:
o Quality Ratings: Chrysler has low quality scores
across all of its brands, and perceived quality lags the
best-in-class OEMs (2008 IQS of 147 for Chrysler versus 105
for Toyota). Moreover, every single one of Chrysler’s brands
are in the bottom quartile based on JD Power APEAL scores.
Finally, a recent Consumer Reports article listed Chrysler
last in terms of the number of recommended nameplates in its
portfolio (zero Chrysler nameplates were recommended). By
contrast, all of GM’s continuing brands outperform Chrysler
on an IQS basis and, on average, substantially outperform on
APEAL scores.
o Timeframe: While there has been a renewed focus on
quality since January 2008, Chrysler admits that improving
quality and associated brand perception will take a number
of years, as about 40% of quality issues (IQS/100 vehicles)
are design related and are typically not addressed until a
new product is developed.
• The Company is burdened with an unfavorable product mix,
which may create further disadvantage in the evolving
marketplace:
o Market tastes and shifts: Chrysler does not have a
product pipeline to cover the smaller car segments which are
projected to grow in share of the overall car market.
Chrysler’s shares of the small and medium car markets are 3%
and 7%, respectively (while each category represents 21% and
25% of the market, respectively), and has been declining in
each segment.
o Current focus: In the near term, Chrysler is
planning to lift profitability by focusing on its more
profitable truck and SUV segments. Given the potential
variability in fuel prices, Chrysler’s volume assumptions
for these cars may be at risk.
o CAFE standards: Chrysler’s product strength is in
the pickup, SUV, and minivan segments – all of which are
relatively low in fuel efficiency. On a standalone basis,
Chrysler will struggle to comply with increasing fuel
efficiency standards, and it may even have to restrict the
sale of certain models to make sure it is in accordance with
proposed standards.
The limitations
imposed on Chrysler by its smaller scale permeate its
ability to manage its business and hinder its hopes of
improving its fortunes. For example:
• Given Chrysler’s
limited financial resources, it can not make the necessary
catch-up investments in R&D required to refresh its
portfolio and bring it up to par with its competitors. So,
while Chrysler’s declining competitive position demands that
it makes substantial investments in new products and a more
diversified mix of products, its own plan projects the
following:
o Limited new products: The 2009 through 2014 product
plan delivers only four new nameplates under the current
Chrysler umbrella, with potential for additional nameplates
only through a partnership.
o Powertrain development: While Chrysler is investing
in newer powertrain development, as are all the OEMs, its
limited resources lead it to project spending just over 3%
of revenue on R&D over the next five years, versus 4-5% for
General Motors, Toyota and Honda.
o Small cars: Chrysler’s standalone plan does not
provide for a substantial entrance into the small car
segments – an area that will be increasingly important to
automotive manufacturer profitability if potential gasoline
price hikes meaningfully increase demand for smaller, more
fuel-efficient cars and as CAFE standards demand a higher
mix of small cars.
• Chrysler also
lags its competitors in terms of manufacturing flexibility:
o Virtually all industry observers and outside experts agree
that increasing flexibility in the manufacturing footprint
is critical to driving long-term profitability in the global
automotive industry. In contrast to other best-in-class
OEMs, as well as both GM and Ford, Chrysler has not invested
significantly in common architectures and flexible plant
manufacturing capacity to build multiple platforms in a
given plant.
o Chrysler is planning to invest in more flexible capacity
but is behind both the transplants and GM in this
capability. This lag increases Chrysler’s risk to market
segment shifts and individual product acceptance.
For example, of the
nine plants Chrysler is targeting to have by 2013, only two
will be flexible across multiple platforms (compared to ~80%
of GM plants). Given these substantial obstacles, the
assumptions in Chrysler’s business plan are too aggressive:
• Market share:
Chrysler’s plan assumes that it maintains its current market
share, although the Company has consistently lost share over
the last decade:
o Chrysler has lost five percentage points of market share
since the height of its share, at 16.2%, in 1998. This loss
has occurred across all segments, even within its
historically strong minivan offerings, where share has
declined from 39% to 33% since 2006.
o The plan projects market share to stabilize at 10.7% and
assumes that Chrysler will be able to find partnerships to
launch new products in a very competitive market. Continued
share erosion in line with recent history would translate
into several billion dollars of increased losses over time.
o Unlike GM, which has had a number of successful recent
product introductions and has developed a new global product
development process that has promise, there are few tangible
signs that Chrysler can reverse its share erosion. In fact,
the gap in perceived brand quality for Chrysler, Dodge and
Jeep relative to their competitors has increased
meaningfully over the last several years, suggesting that
Chrysler’s market share, if not for significantly increased
incentives that have further eroded profitability, is even
more vulnerable than history suggests.
• Financing:
The viability plan relies on Chrysler’s captive financing
arm to provide a significant amount of financing, which may
prove challenging:
o In general, Chrysler’s customer mix is skewed to a lower
FICO score buyer (in the first quarter of 2008,
approximately 34% of buyers were subprime or near-subprime),
so the current financing environment disproportionately
hurts traditional Chrysler buyers’ ability to purchase a new
car.
o Given the separation and independence of Chrysler
Financial and increased credit standards, it is unlikely
that demand will return to the robust levels of recent years
in the near term.
o In 2008, 48% of financing for Chrysler buyers was provided
by Chrysler Financial. The captive finance unit has
substantial financing challenges of its own in the current
financing environment, so future demand may depend on
Chrysler finding alternate lending sources.
• Price
realisation: Chrysler also assumes only a modest decline
in price realization despite entering highly competitive
segments:
o Given the quality gap from which Chrysler suffers, it will
be challenging to maintain pricing as projected. o Even more
importantly, the Company projects providing lower incentives
than it has provided in its recent history – at a level of
more than 25% less than the recent historical average. If
the incentives were “normalised”, based on the average of
2006 - 2007 incentives, the Company will lose consistently
between US$500 million and US$1 billion per year from 2010
to 2014 on an EBIT basis. This is inconsistent with the
Company’s recent history with regard to incentives, in which
increasingly larger incentives still translated into
continued share erosion.
• Variable
margin: The plan also includes a constant variable
margin assumption, despite a shift to producing lower margin
vehicles. The primary drivers of this assumption are
improved price realization and a reduction in cost of goods
fuelled by material cost management and supplier concessions
of 3%, which may prove difficult given Chrysler’s limited
scale and distressed supply base.
While the Company
has made meaningful changes to its cost structure in the
last few years, the combination of a fundamentally
disadvantaged operating structure and a limited set of
desirable products make standalone viability for the
business highly challenging. As a result, the President’s
Designee has found that Chrysler’s plan is not viable as
currently structured. However, a partnership with another
automotive company, such as Fiat or another prospective
partner, which addresses many of these issues could lead to
a path to viability for Chrysler.