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Chrysler: Cash Up $1B From June

Company Plans Lineup Facelift

POSTED: Wednesday, November 4, 2009
UPDATED: 7:46 pm EST November 4, 2009

Chrysler CEO Sergio Marchionne said that the automaker is on firmer financial footing as it attempts to revive the company's sagging fortunes.

Chrysler announced a new business plan at a daylong event Wednesday, including the introduction of three new Dodge cars by 2013 and new exteriors, interiors and engines on most of its current lineup.

Read: Local 4 Blogs From Inside Meeting

The company has said it hopes sales from the Chrysler Sebring and Dodge Avenger, which are both made in metro Detroit, will help carry the company for a few years.

Also, the company plans to refresh the Dodge Caliber with new interiors and colors, and fix up the Jeep Compass and the Patriot.

Although Fiat intends to kill most of the Chrysler lineup, the sale of these vehicles is critical to the company's success.

"Without face-lifts, without sales in the next two years, they won't make the leap. That's how critical these face-lifts are," said Auto Pacific analyst Stephanie Brinley.

Chrysler's flagship products, the Town & Country and the Dodge Caravan, will get an interior face-lift and the technology will be improved.

"The interior stuff is the most critical element because that's where the most disappointment is in those vehicles. And that's what consumers look for," said Brinley.

"One of the things that happens with the face-lift is it makes the consumer a little more interested because they think, 'Hey, mine is a little different than my neighbor's," she added.

A key component of the plan is a midsize sedan based on a bulked up Fiat design. Chrysler hopes the car will make it more competitive in midsize sedans, the largest segment of the U.S. car market.

Edmunds.com Auto Analyst Michelle Krebs said she remains skeptical of the company's plans.

"Short on details, big on commitment, but they have set some lofty goals and I worry if they're going to get there," said Krebs.

Marchione said Chrysler had $5.7 billion in cash at the end of September, up more than a billion dollars since the company emerged from bankruptcy protection in June. He also says Chrysler was breaking even for the month of September.

The company will have to sell 11 million units in the next year to turn a profit.

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