DCX execs to test old vehicles

Managers told to drive like buyers

October 14, 2006

KATIE MERX | FREE PRESS BUSINESS WRITER

Chrysler CEO Tom LaSorda

Hoping they won't become too spoiled and out of touch with the average consumer, Chrysler Group CEO Tom LaSorda has the automaker's top 250 executives test-driving three-year-old vehicles to check reliability and the consumer experience.

Chrysler's top executives will have to turn in their 2006 and 2007 vehicles for two 10-day periods to test-drive a used fleet of Jeep Grand Cherokees, Chrysler Town & Country minivans, Dodge Caravan minivans, Chrysler Pacifica crossovers and Dodge Ram pickups.

Driving the used vehicles was LaSorda's idea. He was seen driving an old Grand Cherokee recently.

"Our CEO, Tom LaSorda, has always been pushing us to become more customer focused: to eat, sleep, walk and talk like an average customer," said Steve Walukas, vice president of corporate quality. "In our positions we're pretty fortunate that we typically get to drive new cars. I know in my own situation, my friends, neighbors and relatives say, 'You wouldn't know what it's like to drive a car with a lot of miles on it.' This is a true way to understand."

The executives will evaluate each test-drive with a report on first impressions and another report on how things went during the 10-day trial. They won't get their new vehicles back after the evaluations.

The program began in August and will run for two more months, Walukas said.

"We have roughly 30 million vehicles in the U.S., and they're not all new. The average product is six, seven, eight years old. This gives our people a good idea of the experience our customers are having."