This is a crisis...

In September 2005, Fast Company magazine published an article titled "Keeping the Crisis in Chrysler" wherein then CEO Dieter Zetsche proclaimed that if Chrysler was going to survive, they would have to keep a crisis mentality pervasive in the organizations.

On the heels of the restructuring news from last week, and amidst the potential sale of Chrysler to GM, I would have to think that this is an actual crisis...!!

Crisis is a great time to generate new ideas. Essentially, all of the rules are thrown out the window. It's time for Chrysler to chew its arm off to get out this trap. It's a great time to rethink not just the company, but perhaps even redefine its industry...

In his book "Small is the New Big" Seth Godin proposed that before China begins to really mass produce cars, they should really consider rethinking their regulations..mandate size, safety features, fuel consumption..

Barrie McKenna wrote a great article today in The Globe and Mail about the potential acquisition of Chrysler by GM and said:

If the Detroit Three are so chained to the current way of doing things, maybe it's time for a truly new car company that really is different.

McKenna proposed that the Big 3 should look to the rest of the world to see how things are changing:

Here's a novel idea: get rid of dealers and showrooms altogether. Why do buyers need an overly talkative middleman to tell them what they already know about the new Ford Mustang or Chrysler PT Cruiser? They know what it costs. They know what it does compared with other cars. And they know what buyers think about it.

So let customers pick the cars they want right off the Internet, complete with options, colours and everything else.

Instead of spending hours assuring the guy that you really don't want that extended warranty, paint protection and fancy anti-theft device, three clicks of a mouse will do.

For those few who actually need a test drive, give them a temporary membership in ZipCar or FlexCar, and let them take a model for a ride.

At some point down the road, car buyers might even pay for this privilege.

After all, consumers already buy everything from furniture to high-definition TVs without ever laying eyes on the product until a UPS truck pulls into the driveway. Why not cars?

So Chrysler, maybe it's time to give it one last shot before you fold.. who knows, it might even be fun..