Design Gives Chrysler Group an Edge On Competition

Using vehicle design to stand apart from competitors is an important strategy at the Chrysler group, said Trevor Creed, senior vice president of design.

But rivals such as Toyota and Honda are starting to play catch-up, Creed told the Automotive News World Congress.

Honda and Toyota are "clearly not satisfied with their vanilla products because they are now making a big ploy about 'We are going to turn on the design switch,' " Creed said. "Good luck to them. I hope they can find it. Because it isn't a switch you can walk up to and turn on very easily."

Despite tepid styling, Creed said, the Toyota Camry and Honda Accord have sold well on the merit of vehicle reliability and quality. That is changing, he said.

"They are trying to steal our designers," Creed said. "Certainly it has happened to me, and I am sure it is the same for my colleagues at Ford and General Motors. So, clearly, they are not satisfied with where they are at."

Producing a hit design, Creed said, is "always trial and error."

For example, he said, Chrysler had "absolutely no idea" that the Chrysler 300 sedan would be such a "resounding success."

"At the end of the day, it is gut feel," Creed said. "You can't do it by any other means."

Design leadership is "a core competency" at Chrysler, he said.

"There will be no vanilla products com