Much has been made in the business sections of this nation's top newspapers about the U.S. automotive industry and its struggles to stay relevant in the 21st century.
Chrysler's most recent involvement in NASCAR could be seen as a road map through this decade's automotive design and engineering minefield.
Analyst Kelly Crandall's latest article, revealing Brad Keselowski's refusal of an offer to drive Penske South's recent Daytona 500 winning seat, is a staggering indictment of Chrysler's ability to stay competitive in NASCAR's top series.
If one of the Nationwide Series' top young stars recognizes that he's better off waiting two years for a competitive seat rather than stepping into a race-ready ride like the No. 12 then something is seriously wrong in the Dodge camp.
There may be a lot of contributing factors to Keselowski's decision, such as contracts with Chevrolet, loyalty to Dale Earnhardt, Jr., and the promise of a Hendrick Motor Sports seat. But it's obvious that he was granted the opportunity to make that choice by JR Motorsports.
Keselowski's decision confirms that Dodge has become the laughing stock of NASCAR.
After sitting out of NASCAR competition for a quarter of a century, Chrysler brought Dodge back into the Sprint Cup fold with a lot of fanfare in the 2000 offseason.
The Dodge division spared little, if anything, in luring Ray Evernham from Hendrick Motor Sports to set up the Dodge flagship team; buying Chip Ganassi's loyalties for his NASCAR maiden entry, convincing an up-and-coming Bill Davis Racing to switch brands, and, of course, bringing Petty Enterprises back into the fold. That cost a lot of Chrysler cash.
The 2001 season driver lineup had it all with past champion Bill Elliott, Daytona master Sterling Marlin, NASCAR ambassador Kyle Petty, John Andretti, Ward Burton, and a host of up-and-comers (Jason Leffler, Casey Atwood, Buckshot Jones, and Stacey Compton).
That generous investment paid off immediately with a first row sweep at that year's Daytona 500, another pole 16 races later, and the ultimate win in Detroit's backyard at Michigan International Speedway seven months into the season.
The rest of the season was a Dodge tour de force with top fives, top tens, and wins at Darlington, Charlotte, and Homestead. A third place finish in the points race for Marlin and Ganassi showed that the Dodge Boys were back with a vengeance.
Seven short years later those drivers are only fond memories and the Chrysler/Dodge teams they drove for are in shambles.
In between, there were flashes of brilliance: a Daytona 500 win, Ryan Newman's 2003 season, Kasey Kahne's emergence with Gillett Evernham Motorsports, and Ganassi and Penske Chase runs stand as high points.
But the highlights have diminished and with only two drivers in the Chase since 2005 Dodge is in serious decline in the NASCAR garage. If Kahne drops out of contention for the '08 Chase it will be the first time since 2002 that Dodge has been out of the top 10 in points by Homestead.
One common thread among these Dodge teams is driver turnover. Some proven veterans have been fired by, or bailed on, Dodge teams for countless reasons including a soap opera of personality clashes and alleged marital infidelity.
The knee-jerk reaction was to import established open wheel stars from the fractured IRL and Champ Car series. The result has been a disaster, with only J.P. Montoya having a modicum of success.
The infrastructure of the teams has been in constant flux. Crew chiefs have been passed around like trading cards and some have moved on in frustration.
The owners who looked like geniuses a few short years ago now look completely incompetent and lost.
Sponsorships have been cobbled together and few remain constant from week to week. Now a NASCAR stalwart, Texaco/Havoline has spit the bit. If not for the big red Dodge Dealer cars, Chrysler wouldn't have any true identity left on the track.
This tragic downfall can only be laid at the feet of Chrysler's board of directors and the Daimler Benz money men that abandoned them as soon as times got tough. The Benz boys knew where the market was moving and it wasn't in Chrysler's direction.
The choice was "America or the World, Dodge Motorsports or McLaren Mercedes"...and the Benz money men bolted.
Mercedes faces its biggest sales challenge here in the States. Lexus, Infinity, Cadillac, and even Buick have all taken a huge piece of the quality based luxury car market away from the Europeans.
With quality, reliability, and high repair cost issues in its recent history, the European luxury car manufacturer's new technological gimmicks look like tinsel on a dying Christmas tree.
The top of the line German brands have been exposed for the poseurs they are and now depend on blind loyalty from the wannabe bourgeoisie to make sales targets.
So the choice was simple: back to the continent and Formula 1.
Chrysler Corp. has a history of government and union bailouts due to poor market strategy and shortsightedness. Another low interest "charity ball" wouldn't surprise me.
With a history of shaky quality, bad model choices, and singular design, Chrysler has to depend on the fringe market of Jeep, PT Cruiser, and nine MPG pickup truck lovers to cover the wishy-washy sales of the brick-like Charger and the rest of its horrendous-looking, low MPG, model line.
The Dodge Charger is the perfect example of Chrysler's lack of touch with its market and its NASCAR fan base.
The Dodge Intrepid was the perfect racecar—smooth, sleek, aerodynamic, and a winner on the track. Was it boring? Yes, but so was the incredibly successful Ford Taurus, which made Ford bring that design back from the dead because it was so popular among its loyal fans.
The racing budget is drying up, the engineering re-prioritized, and the future of the newest Dodge V8 "Hemi" is in question, as is everything coming out of the Chrysler design studios.
If Dodge is a major player in NASCAR's 2010 season, I'll be shocked.
I can't see Chrysler surviving another season with its teams in such disarray, its sponsors bailing, and its fans wondering who they can count on for a top five, much less wins. The future was four years ago and somehow Chrysler missed the memo.
"Win on Sunday, sell on Monday" used to be the mantra of the American automotive industry.
But not for the Dodge Boys. Not anymore.
comments (55) write a comment »
write a new comment
2 months ago
LJ, you hit the nail on the head - Dodge is really in a mess right now. I must admit I felt for Kasey last night getting collected in a typical Bristol tangle. Won't it be ironic if Dodge goes out and Toyota dominates.....a five star read and insightful analysis as always.
from 2 months ago
I do believe that, regardless of the economy, Ford and GM will break the bank before they let Toyota rule the homeland.
The competition will improve dramatically.
The cool question is...where will these guys, the teams, land if Dodge retreats?
from 2 months ago
LJ, this was a great piece. And that is a very good question- what happens to Petty, Evernham and Penske if Dodge does leave? There's already rumors that Ganassi and MWR are merging- does that send the 41 and 42 to Toyotas? Hmmm...
from 2 months ago
OK, i just cant resist. Let me pose a question. Do you think with the gas situation and the weak economy, Toyota will change from Camry to Prius?
2 months ago
That is a very cool question about where these guys will land.... Seats are getting limited - especially good seats. So, where is there to go and who has bumping rights? (see I'm in my preparing for work mode....) And I also think that NASCAR has not prepared for the toll that this economy will take on the sport - not just the fans. So, which manufacturer will prevail? I agree with you that the US automakers will gather ranks before ever letting the Toyota crowd in. But maybe the dollars will rule and they won't have a choice.
2 months ago
Wow, now thats bringing it. A small footnote to your article if you dont mind. Dodge sponsors the race at Darlington, "Dodge Dealers 400". This was the last year on their contract. As of today, they have NOT renewed it. Sources are saying they wont renew. Thanks
from 2 months ago
Nice add by the ultimate insider!
Better squirrel those Dodge Boys pix away for posterity eh?
from 2 months ago
RE: the Prius...something's got to give sooner or later. Formula 1 is taking a shot at regenerative energy brake systems next season.
I be shocked if that subject hasn't made the rounds at TRD meetings already.
Toyota lives in the decade.
from 2 months ago
*Toyota lives in the...next...decade.* oops.
2 months ago
LOL Yes sir, and i got plenty of pix. Dang, might need to do something about them magnets also. thanks for the laugh. david
2 months ago
OK L J you've cast your net and here I am. Not exactly a gear-head, but I know good writing when I see it, and you've put together an interesting tale here. I do know a thing or two about Detroit incompetence, however, and would argue that Toyota already rules the homeland, from NASCAR to the freeway. Can't really understand why Dodge/Chrysler hasn't been able to see the writing on the wall, but suspect it has something to do with the overpaid morons who talk about "liquidity" when they should be considering engineering and market futures. Your reports of rapid turnover in the garage hints at poor management from the top. Everyone saw the market change coming so why didn't Dodge? A question for the ages. I wish someone would pay me $20million a year for complete incompetence. Nice read buddy.
from 2 months ago
And a 5 Star comment Daniel.
If I ever make it to Detroit you have my back?
from 2 months ago
Absolutely, though there are certain places at certain times of night that it's just wise to avoid. Unless you're into having a gun jammed in your mouth, which though exhilarating, gets old pretty quick.
2 months ago
LJ, glad to see your "Back In The Saddle". Great read, 5 Stars and think you answered my question. I discovered on catchfence.com several weeks ago looking through truck series headlines. Read a article about the manufactures would be acting heavy hand with NASCAR to lower their expenses and cutting back support. They mention that they weren't keen on the Truck Series but that one manufacture was out. So I sat on it, hunting around for more info and didn't find anything further regarding the trucks.
On paper GM has had the biggest success, Ford's done well with Roush-Fenway their top team, Toyota done well, Onion won the title for them and Dodge has also done well.
Read your article, as dumb as it sounds didn't think to look at the other series for answers and who it might be. Now it makes sense, with Dodge being the manufacture that's leaving the series and Daimler's involvement didn't help and probably what killed them was when they sold Chrysler. I did notice the turnover with their teams and sponsors leaving the sport or going to other manufactures.
If Dodge does leave, I do hope Petty Enterprises ends up with GM.
from 2 months ago
I just had to take a deep breath.
I took my energy out on Dodge that's for sure.
This is purely speculation on my part, but really, do you see any groundwork being done in CTS or the Nationwide series by Dodge? Any Dodge development drivers getting top flight equipment? Any equipment?
GEM, Penske and Ganassi had solid, competitive BGN teams once upon a time but I'm only seeing Stremme in the Top 15 now.
NASCAR and the U.S. will be worse for it if Dodge cuts and runs and if NASCAR can do anything to make the cost of competing manageable for Dodge...they better do it soon.
2 months ago
the whole recession mess is going to hit a lot of industries
from 2 months ago
Some of this mess is American poor judgment.
2 months ago
LJ ... If Dodge fall and Toyota are top dogs in NASCAR what kind of an effect will this have with Dodge / Chrysler being ... Well being American ... I mean surely an American brand should be top in an American sport ? ... Like Ferrari, BMW or McLaren in F1, European giants in European sport ...
from 2 months ago
Ben, if the Germans won't stay in the fight Chrysler/Dodge may well stand alone until the sell offs begin.
This new 'owner' of Chrysler, patience or the auction block? I can't see an ''investment firm' waiting too long before donating an organ to the hammer.
from 2 months ago
Update: Chrysler may be selling off the Viper division!
2 months ago
I agree with Dodge being in disarray, but I think they've always been in disarray. They've never had a truly competitive car, just a string of random poles and Daytona wins, heck, even Toyota (despite the cheating allegations) has put a competitive team on the track. They've managed to become championship competitive in just a few years. You can't say that Dodge has even put forth the effort necessary to do that. Evernham isn't God, as much as everyone would like to think it, and he can't hold together the Dodge ship alone. They need some help, and they're bleeding drivers. If you got a driver that was good enough to drive that brick--and drive it well--I think you'd see some success, but that's just me.
from 2 months ago
You think they had their first and last 'bright and shining moment' in their first comeback race...symbolic...I like that. That point could be made.
The change to the Charger was a set back.
from 2 months ago
I agree Dodge has always been so-so.
2 months ago
Good Article. Kurt Busch is my favorite driver and it pains me to see him as well as the other 2 Penske cars have such a lack-luster season. Dodge I think has got to be part of their struggle which also pains me because I am a Dodge fan in general as well as Ford and Jack Roush. I do not like GM very much but i cant help but root for the American manufacturer. Dodge has championship caiber drivers, such as Kurt Busch who has won a Cup title although it was with Roush, but Kasey Kahne can win a Sprint Cup title and although their NASCAR experiece has not been the greatest so far, Sam Hornish Jr and Juan Paplo Montoya are world class racecar drivers. I would love to see Dodge step back up in NASCAR an run with the rest of these boys.
from 2 months ago
Thanks for stopping by Kody.
It angers me to see so much potential in such miserable chaos, both in NASCAR and on the street.
I'm not a Dodge guy but I love having as many manufacturers in the mix as possible, without Dodge, the competition would be boring.
2 months ago
My question now is will Dodge have a team at the powerdrifting competition to challenge Toyota? Chrysler could spin it into a positive, like they are abandoning the gas guzzling sports sedan market to "save the environment". They could shift the NASCAR investment into the solar car racing industry. With the right PR Dodge's NASCAR failure could save the company.
from 2 months ago
I like the 'Neon' as the Chrysler flag ship concept J.Michael.
That would be a smart shift in strategy, I truly believe that, can it happen?
Coming from a Board of Directors that OK'd the new V8 Hemi, 9 MPG 'Challenger'...I don't think so.
The 'Neon' is an excellent vehicle with potential across the board for economy, motorsports, 21st century re-styling and broad range of power packages...it's solid, solid platform for the future. Sadly overlooked.
(i spun that seriously!)
from 2 months ago
Have you seen how cool the kids can make a Dodge Neon look, and sound?
from 2 months ago
Yes, it's been one of the best cars, quickest cars and tune-able 'American' cars ever designed.
In the 1/8 mile brackets it's a consistent winner.
from 2 months ago
stock neons were nothing but POS though
2 months ago
I have to admit, the Charger looks scary, a cop chased me down the other day in one and soiled myself.
from 2 months ago
Perfect.
2 months ago
Good piece.
from 2 months ago
Thanks Alan. That means a lot to me.
2 months ago
LJ, you write good articles and you have great insight. I see you follow a large number of writers on this site. Maybe you will be the next big sports writer to come out of this.
I think you are right, the charger was ugly, but a fast car. A Bit loose in the rear, but loose is fast. chevy and Ford are coming along. the thing is that Toyota's last on the road and on the track. Of course some are improved with magnets,but that is a different comment.
I think that it is time for Nascar to make a move from the 1960 technology to a bit more modern "Stock" Car racing. It is exciting to see the cars close to each other, but it made for better cars to buy when they took the cars off the show room floor and made them race cars. I think that is partly what has happend to the us industry.
from 2 months ago
Thanks for the compliments Andy.
Stick a Hemi in a Yugo and it'll be fast.
My first thought on your last one;
If NASCAR hadn't allowed the 'aero' to get so extreme, U.S. manufacturers would have to design their own aero-cars to compete i.e, the Intrepid...and we consumers would benefit from better MPG based on those efficient designs.
Granted, NASCAR needs to move into the 21st century but I'm always amazed that '66 Ford Galaxie genes are still relevant to racing...anything.
2 months ago
WE stuck a Hemi in a Ford Fairlane once. It would go sideways on the straight a way.
Drank Gas like a tank but it was fast.
Our cup cars today are so dependent on the tire and the compound used for that specific track that set ups this year are really reactive instead of agressive. Unless they tested at that track, the teams can not anticipate how a car will handle until it runs a few laps.
You are a great writer LJ. Keep it up.
from 2 months ago
I don't understand how Dick Hutcherson, Herb Thomas and those guys managed to win a race with out a 'shock specialist' and a tire guy.
2 months ago
L.J.
Not well educated on NASCAR as you know, but a BIG fan of your writing. 5 stars and a POTD.
Sincerely....Your Wingman
from 2 months ago
WHAT are you doing over here? You should be winning the B/R CFB contest.
Seriously, thanks David. If you ever do an exposé on this piece in Cleveland, I'll help you tone it down so your local Dodge Dealer sponsors don't pull their commercials.
I bookmarked your live streaming news site too.
2 months ago
Very well written, 5 stars :D
from 2 months ago
Thank you Karen!
I love your work by the way...go Liverpool!
2 months ago
Toyotas 8 wins, 7 by Busch 1 by Hamlin, all by Gibbs
Ford 7 wins all by Edwards
Chevy 6 wins 4 HMS 2 RCR
Dodge 4 wins+ ASR 2 GEM 2 PRS
These numbers prove two things. There is a good deal of parity in NASCAR, and its more about the individual teams than the makes. These numbers prove the Dodge disadvantage is a myth.
Robbie
from 2 months ago
Parity? LOL.
Slip those rose colored glasses back in your pocket young man.
Your rational is flawed and your numbers expose your naiveté... desperate in their optimism.
Analyze your own numbers, over and over, until you recognize your errant ways.
Only six (6) teams have won a race...parity?
Here be your tell;
14th Kasey Kahne - 3 Top 5's - 185 Laps Led
16th Ryan Newman - 2 Top 5's - 60 Laps Led (Bolting for GM)
19th Kurt Busch - 3 Top 5's - 90 Laps Led - A Rain Win...still counts though.
20th Elliott Sadler - 2 Top 5's - 17 Laps Led
21st JP Montoya - 2 Top 5's - 3 Laps Led (Lost Sponsor)
22nd B. Labonte - 0 Top 5's - 4 Laps Led (Lost Sponsor)
29th Reed Sorenson - 1 Top 5 - 5 Laps Led (In the #12)
33rd Sam Hornish - 0 Top 5's - 2 Laps Led
Top 5's are all that matter in a Championship. Laps led prove power, consistency and strength in a team.
Only Kahne's 2 wins were convincing. Daytona is anyone's race, Newman got lucky. Kurt Busch?
None of your Dodge teams are CLOSE to the Chase and most are around 20th place...where they belong.
Dodge has little presence left in Nationwide or the CTS series...that's a sign of weakness.
Chrysler is on the way out.
2 months ago
Go ahead and laugh. You cite your numbers and I'll cite mine. I have followed this sport for 30yrs. Your assumption that Dodge is gone is your opinion. Nothing more. You fail to look at the teams individually. Khane may not make the Chase, but there is no doubt the 9 is one of the 12 best teams right now. The next gen car that GEM has been running the last couple has even Sadler showing flashes of running up front.
As as Ganassi goes, his insistance to use open wheelers for the most part will be his downfall. What he did to Marlin was distasteful and he deserves what he gets. The very minute he started tearing up what Felix had built he was headed for disaster. He will be gone from Cup in two years.
As far as Petty goes, given what they have undertaken in the last year (the move and the investment group), the fact that they have only lost 3 spots in the standings with the 43 car is remarkable especially when its essentially a one car operation. The 45 is no help and won't be until it has a new driver. Four years ago the 43 was running for 30th weekly when it had a clean race, now 20th is the landing spot most weeks.
Your piece while it is backed up by numbers, is still just opinion. I could use my numbers from above with a few "facts" and write a just as strong counterpoint piece to yours. Dodges' problems do not fall on the manufacturer, they fall solely on the backs of the teams. Meantime I'll keep wearing my "Petty blue" glasses.
Robbie
from 2 months ago
You can't out 'number' me...all of the pertinent numbers are already on the table.
See above...and 'Bring It".
from 2 months ago
And...I've got your 30 years beat...big time.
2 months ago
Dodge is done for. Say hello to Buick and Pontiac on your way out. How can they let JGR get into cahoots with Toyota? Kurt vs. Kyle... we know who the winner is.
Fords are the most powerful, Toyota has been dominant, and Chevrolets are driven by the most prominent drivers. What does Dodge have to offer?
The Chrysler corporation has been through some tough times in the past decade or so. Racing is probably much lower on their list of priorities than it was 15 years ago. They're probably more focused on making hybrids and staying afloat in this economy.
The only thing going for Dodge right now is having big time open wheel crossovers (Franchitti, Hornish, Montoya) under their label. If these guys step it up and find success in the Cup Series, maybe they'll survive to fight another day.
All in all, a very nice article.
from 2 months ago
Toyota really, really has not been dominant...only Busch has been up till now. If you take away, or halve, his wins...it goes back to Chevy.
Nobody whined when GM dominated...I think the Blue Oval fans relish the underdog status.
I do appreciate you stopping by and commenting on this old piece of work!
from about 1 month ago
LJ:
THIS Ford-boy in no way relishes the 'underdog status'!!!
I remember the Holman-Moody days quite well. NASCAR's Cup cars are all based on the 1965 Galaxie chassis; not to mention the nine-inch rear end, top-loader transmissions, etc.
Even in the 1960's Chrysler was run by 'bean counters' and not "Car Guys" the racers were able to do things because "Win on Sunday, Sell on Monday" still applied. The Mopar success in drag racing and NASCAR helped sell cars and the bean counters are in the business to sell cars and make money.
Car Guys understand the passion that cars can produce, and know that playing it safe will not always be the way to go. In recent times the Viper was a risk, and they sold well, made money, and were the all-important "halo" that put an image to the public who came in to see the Viper in the Dodge showrooms, even if they had no intention of buying one. But if you 'get them in the door' you have a chance to sell them a car that they need.
Chrysler's new owners are a bunch that specializes in quick turn-arounds that allow them to sell after a short time and make money. Their arrogance in thinking they could do the same at Chrysler has now bit them in the butt ...and I am sure they wish they had never even heard of automobiles.
It takes 3 or more years to bring a new car to the marketplace,and a bit of a guessing game is involved. The Edsel taught Ford a lesson: You target market can buy other cars and disappear as a market segment before your arrow can be launched at the at target. In the Edsel's case, the arrow was launched, and the target no longer existed.
Chrysler's quality problems have been around for decades.
Chrysler hung on to the Police market by contracting the construction of their RWD cars to AMC [Chrysler had converted all their own factories to FWD], they then saw the nice niche that Jeep had and they bought AMC to get Jeep; which was probably to last good move they have done.
The current economy has hit ALL the car sellers in the US, and it is a scary time. I hope that Ford will be able to go long enough to get some of their great new products out for sale.
Chrysler's new boss has no experience in the car business, and it's not looking good over there.
With so many people directly and indirectly employed by the car biz, [about 1 in 5 is the number, I believe] a collapse of any of the Detroit Three [who are the most vulnerable] would really throw the economy into the dumper.
27 days ago
Sterling writing and compelling arugments...what a sport. My God, there's enough drama here for daytime! I understood very little of the insider technical stuff...my only experience in this - and it is so remote - was watching stock car races a zillion years ago...
NASCAR is wildly popular-that I know. Hence, the size of your reader population. You write so well. It was easy to follow you through the maze of your convictions even though I knew little about the sport. "tinsel on a dying Christmas tree." I really like that vivid image.
This I understand is your dilemma in reading about tennis! jaa
from 27 days ago
Ahhh, you're slummin' over yonder with the rednecks mi'dear...finally.
Thank you for the kudos jaa, much appreciated.
I do go on sometimes don't I.
from 27 days ago
Enjoyed my visit! Thanks...jaa
22 days ago
Where is the relevancy in NASCAR? Why should Dodge stay in NASCAR?
from 21 days ago
I'm beginning to wonder myself...
write a new comment