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Automotive Industry

Keen on craftsmanship: Chrysler's turnaround in interior quality is the latest story to emerge from a company that has embraced a new culture and renewed senior management support

Automotive Industries, July, 2004 by Carla Kalogeridis

Craftsmanship is more than just a buzzword at Chrysler. In fact, when it comes to interiors, Chrysler's top designers say their new senior management has made one thing clear: craftsmanship is critical.

True, over the years, Chrysler has often led the way in North American design innovation. But, craftsmanship?

Designers Margaret Hackstedde, Joe Dehner and John Sgalia won't say that Chrysler interior quality wasn't receiving proper emphasis prior to the merger, but they do agree that the Daimler influence has brought about a more dedicated interest in and commitment to the highest quality, vehicle interiors possible. In fact, they'Ll go so far as to say that since the merger, Chrysler has achieved a "turnaround" in vehicle interior quality.

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"We always paid attention to quality, but since the merger, there has been a noticeable cultural change," says Hackstedde, director of the color, trim and fabric department. "Today, craftsmanship is more critical for Chrysler than ever before. There's huge support from senior management now on everything related to interior quality. There's much greater overall attention to detail, more precise control of surfaces and gaps, and a new level of depth we're expected to control."

Another influence of the merger is a more intense focus on establishing brand identification within each interior. "We're working hard to further distinguish each brand," says Definer, director of interior/exterior design for the Chrysler Group. "For example, the tortoise shell trim used in the Chrysler 300C interior will never be found in a Dodge or Jeep product."

Another interior component used to differentiate brands with the group is seating. However, it's also one interior component where they've experienced an occasional craftsmanship challenge. "Sometimes the craftsmanship on seats wasn't what we wanted," says Sgalia, director of interior/exterior Jeep design, "but it wasn't always the supplier's fault. It's happened that the supplier has delivered just what we asked for, yet, the end product is not up to our craftsmanship expectations. We realize that we have some things we can learn from our suppliers."

To help the designers create brand identity, idea boards--or thought-starters, as Hackstedde likes to call them--are placed throughout the studios. These boards--covered with fabric swatches, color squares, photos, magazine clippings and trendy products--contain "the DNA of each brand," she says. Also on each board is a set of words that help define the brand: Rugged, Capable, Go Anywhere/Do Anything and Freedom for Jeep; Elegance, Refinement and Confidence for Chrysler; and Bold, Powerful and Performance for Dodge.

With the critical and popular acclaim of the 300C, the Durango, the PT Cruiser, the Crossfire and the Pacifica, the brand identities seem to be crystallizing. The merger of two very different auto companies may have finally found its collective rhythm. And what words would the designers choose to describe the design DNA of their group's interiors across the board?

"Precision," says Definer.

"Inviting, open and spacious," says Hackstedde.

"Disciplined pizzazz," says Sgalia.

... And, of course, craftsmanship.

"Craftsmanship means a variety, of things," says Hackstedde. "To me, it's consistent, harmonious match in color, grain and gloss."

"Craftsmanship shows most when the consumer can perceive the love and attention that went into each part," says Sgalia. "An interior has craftsmanship when you know' that the parts fit, and that they're always going to fit right in every vehicle. Craftsmanship has to be repeatable."

"And craftsmanship isn't always obvious," adds Dehner. "Sometimes, because of the process involved in creating a certain part, the craftsmanship is even transparent."

"But, we know it's there," laughs Hackstedde.

"Yeah, we know it's there," Dehner agrees.

Role of the Interior Craftsmanship Studio

Chrysler's Interior Craftsmanship Studio (located about one mile north of the Chrysler Technical Center in Auburn Hills, Mich.) is comprised of five design specialists who have the responsibility of giving final approval on every interior part, of every vehicle, in every color it comes in.

The designers check the part's color against the original specified color, the>" check gloss, they check grain and the)' check design. "The designers who have part- approval responsibilities take their jobs very, seriously," says Hackstedde, whose color, trim and fabric department provides leadership to the interior Craftsmanship Studio. "When a designer signs off on a part for a final appearance approval and says the tool is ready to be grained, they are in essence saying, 'Okay, you can go ahead and make thousands of those."'

Dehner recalls one such "serious moment" that occurred a little over a year ago. Before the Pacifica's launch in January, 2003, Dehner was called in to approve a glove box component. "It was already late November before a January launch, and I remember standing there looking at that glove box and thinking that the gloss level on the inside of the part wasn't quite right," he says. "The inside of a glove box may not seem like such a big deal, but I was not about to sign off on it with the inside too gloss},. The supplier went back and fixed it and m-submitted the part."

Automotive Industry

Keen on craftsmanship: Chrysler's turnaround in interior quality is the latest story to emerge from a company that has embraced a new culture and renewed senior management support

Automotive Industries, July, 2004 by Carla Kalogeridis

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