Chrysler Boosts Global Presence

Chrysler LLC, now going single after the divorce with Daimler AG, is etching sales milestones. The Auburn Hills automaker reported sales rise of 15 percent outside of North America and six percent in Canada.

Chrysler announced last Monday that it had its best-ever year in overseas markets, selling 238,218 cars which represents about nine percent of total sales. The automaker also increased sales in Canada which is likely to counter the losses in the United States last year.

"Our international business shows the potential we have in front of us," said Jim Press, Chrysler president and vice chairman. "We are poised to grow and poised to compete with the global best."

Before, the automaker is selling limited cars outside North America that Chrysler called it insignificant. Today, the automaker eyes sales as key area for expansion.

The automaker intends to become a leading seller of cars worldwide. This is an effort to reduce reliance on the fluctuating market in the U.S. To note, in 2007, Chrysler sold 2.08 million vehicles in the U.S., a three percent dive from a year earlier.

The effort to boost global presence became more urgent last year with the divorce of Chrysler from the German automaker. Even before that, Chrysler aims to intensify international standing. Matter of fact, the automaker introduced the Dodge brand in Europe.

Aside from the introduction of the Dodge brake hose maker, the automaker’s pool of engineers also strengthened the production of diesel engines abroad.

Some of that effort is paying off, albeit in small numbers, said Stephanie Brinley, an AutoPacific analyst. "The only way they had to go was up," she told The Detroit News. "They've been making a big push they are really pushing American style, not redesigning cars for Europe, and that brings something different to the market place."

Chrysler also increased its market share in Canada, growing sales six percent to 232,859 units. In Mexico sales were virtually flat at 128,541 units.

Chrysler Canada surpassed Ford Canada to become the No. 2 auto seller behind General Motors Corp. Ford Canada represents the Ford and Lincoln brands. When counting its international brands, such as Volvo and Jaguar, Ford sells more vehicles in Canada.

Still, Chrysler's lineup has positioned itself for improvement in Canada, said Dennis DesRosiers of DesRosiers Automotive Consultants in Richmond Hill, Ont. Entry-level cars such as the Dodge Caliber and Jeep Patriot and Compass sell well in Canada, where 60 percent of all vehicles sold are compact cars, he said.

"They have a lot of relatively new entry-level product," DesRosiers concluded. "And they are very solid on trucks in western Canada."