January 7, 2009 5:15 AM

 

Occasionally, here at the Blogs, you'll see a reference to the "CAB". The Chrysler, Customer Advisory Board, or CAB for short, is a group of about 1500 current, past and non-Chrysler customers. These CAB members have volunteered their time and enthusiasm for improved Chrysler products, to help Chrysler Engineers, Managers, Designers and Executives to build better quality products and vehicles.

 

The question I hear most frequently about the CAB is, "What is it and how does it work?" The CAB works like this: Engineers and/or Managers will have a concept or question about a particular item, be it headlights, door handle location or the quality of interior materials. They will post a Poll or Question on the secure CAB website, asking the members a few questions and then allowing open discussion between the members

 

I think it is fair to say that these discussions can often go places that Chrysler did not anticipate, and sometimes result in comments and ideas that were not originally on the table, but turn out to be excellent.

 

The comments are then evaluated by Chrysler, Dodge or Jeep Engineers and some make their way to market. The two fastest changes in the short time that the CAB and Chrysler LLC has existed was the new Lifetime Warranty and the numerous interior quality changes made, some even in mid-model year, including the interior upgrade to the Jeep Patriot.

The most interesting discussions, albeit the most chaotic, are the live chats that we have with various Department Vice Presidents and Managers, up to and including Vice Chairman and President Jim Press. He proved that Chrysler does listen by giving out his email address to the group. The CAB was the first to learn of the ENVI electric vehicles, one of the best kept secrets in the automotive industry.

 

While GM has been touting their 'Volt' for several years, under the radar, Chrysler has developed not one, but three electric vehicles! They may just be ready for market before the Volt, and they certainly appear to be more practical, ranging from Minivan to Jeep Wrangler.

 

Sometimes you are so close to a product that it takes outside eyes, looking from a fresh perspective, to spot and identify problems, That is what the CAB brings to the table, we tell Chrysler what is wrong and what is right with a product design or intended use from a different viewpoint.

 

Chrysler tells us what they think and we tell them what we think. Hopefully it's a quicker means to a better vehicle, that reaches a larger market segment. We are brutally honest with our comments, be it about certain vehicles (WHO thought THAT design was a good idea?), the choice of transmissions and suspensions (What is THAT suspension doing on a Jeep?), or simply trying to make a defroster or headlight work better.

 

We've been tough on the dealer network, vehicle service and past management and focus groups, who allowed ill-conceived vehicles and option-package bundles to harm sales by limiting choices. Chrysler has learned about our passion for the brands we care about and we have tried to give them a pass when it comes to past management. After all, this is a relatively new team in possibly the toughest business environment in 60 years.

 

The CAB has learned just how fast and/or slow a major corporation moves and Chrysler has learned that a lineup lacking replacements for the Neon, Jeep Cherokee XJ, or a face lift for the PT, brings the ire of the brand faithful. We can't live in the past as we move forward, but we must understand why those great vehicles of the past worked and sold so well. As we reach out to new customers we must not ignore the customers that the great Chrysler, Dodge and Jeep legacy is built upon.

 

That is what the CAB is and does. It's a tribute to the new management that we have been brought into the process. It's a tribute to generations of past customers that we are listened to. It's a positive feeling that 'Chrysler IS Listening' to us, however it is sometimes frustrating that we are not allowed into some product development loops earlier, before limited funds are wasted upon dubious vehicles or designs. Overall it is the best of any industry attempt to gain direct customer input in order to build a better and more appealing product, because 'Chrysler Listens'!