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Adieu, Pacifica: Chrysler Closing Design Studio

Adieu, Pacifica: Chrysler Closing Design Studio

By Marty Padgett's avatar Marty PadgettMarty Padgett March 10th, 2008

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As part of the new effort to trim costs that Chrysler announced last Friday, it plans to close its Pacifica Advanced Product Design Center in California, which has been the source of several of the company's concept vehicles in recent years.

"Increasingly, we are leveraging resources worldwide, forming new joint ventures and alliances and consolidating operations in order to better achieve global balance and manage fixed costs," Chrysler said in a statement.

"As such, we are closing the Pacifica Advance Product Design Center, consolidating the Advance Design function in Auburn Hills. Advance Design remains an integral part of our future design efforts, led by Trevor Creed, Senior Vice President -- Design.

"These changes set the stage for Chrysler's future global growth efforts, which also include our intent to establish global expertise in design, engineering and sourcing through centers of excellence. These actions will help the Company meet its long-term globalization goals," the company said.

Despite the impending shutdown of the Pacifica studio, Chrysler officials insist they have adequate resources to finance the company's future product plan, despite the pressures created by the economic slowdown and the heavy financial losses in 2006 and 2007. Since the private equity firm of Cerberus Capital Management now owns Chrysler, it no longer has to disclose financial data. However, the automaker is expected to post more losses this year because of weak sales and the ongoing cost of restructuring the company.--Joe Szczesny Enlarge PhotoAs part of the new effort to trim costs that Chrysler announced last Friday, it plans to close its Pacifica Advanced Product Design Center in California, which has been the source of several of the company's concept vehicles in recent years. "Increasingly, we are leveraging resources worldwide, forming new joint ventures and alliances and consolidating operations in order to better achieve global balance and manage fixed costs," Chrysler said in a statement. "As such, we are closing the Pacifica Advance Product Design Center, consolidating the Advance Design function in Auburn Hills. Advance Design remains an integral part of our future design efforts, led by Trevor Creed, Senior Vice President -- Design. "These changes set the stage for Chrysler's future global growth efforts, which also include our intent to establish global expertise in design, engineering and sourcing through centers of excellence. These actions will help the Company meet its long-term globalization goals," the company said. Despite the impending shutdown of the Pacifica studio, Chrysler officials insist they have adequate resources to finance the company's future product plan, despite the pressures created by the economic slowdown and the heavy financial losses in 2006 and 2007. Since the private equity firm of Cerberus Capital Management now owns Chrysler, it no longer has to disclose financial data. However, the automaker is expected to post more losses this year because of weak sales and the ongoing cost of restructuring the company.--Joe Szczesny

Tags: Industry, Shoppers

Posted in: 2008, Chrysler, Concept Cars



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Responses (20 total)

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  1. By Thor #1, Posted: 3/10/2008

    Good riddance to that bloated, impractical, overpriced, heavy wagon and its uglier sister, the mercedes R-class (has it also been discontinued? I think so)

  2. By Michael #2, Posted: 3/10/2008

    The Pacifica was killed but in this article, they are talking about closing Pacifica, the design studio.

  3. By Thor #3, Posted: 3/10/2008

    Oops!

    Thanks for correcting me..did not bother to read the article, too much work on Monday morning..

    As for the design studio they closed, I never really knew much about it. I know every import and even domestic maker used to have a CA design and idea place. Chrysler is fighting for its life these days and cannot afford its own, probably.

    They also can spend that $ better improving the really bad interior quality and reliability of their cars and trucks.

    (but I still stand bymy comments re the pacifica and the M-B R class)

  4. By JEM #4, Posted: 3/10/2008

    Chrysler seems to be spiraling around the drain. Will it be anything but a badge-manufacturing plant for Cherys in five years?

    Thor: the Pacifica and the Merc R-class have absolutely nothing in common, the Pacifica was a minivan with a chopped roof, the R-class is a stretched, lowered M-class (and is a really sweet vehicle, even if some of the design details could have been a little cleaner.)

  5. By Bananaman3M #5, Posted: 3/10/2008

    I can't agree with you on the car, Thor. I've had an '04 Pacifica since '05, and it's the most comfortable cars that I have owned. Could use a couple more horses, but...

    I do agree with you on the "R". Ugghhh!

    JEM, if I do recall there is a bit of E Class in the Pacifica. It actually has nothing to do with a mini-van.

  6. By Mark #6, Posted: 3/10/2008

    Uh... I see why Chrysler needs to cut back on any excessive extremities. Trying to make it a much leaner machine to create product that people will want to buy and continue buying and pull itself out of the red. However, in the latest news of shutting down the Pacifica Design Studio, I didn't read anywhere about what design branch they WILL be using. In additon to that question, there was an article here on this site a couple weeks ago about Chrysler design miscues and how much there is lack of it as of late (Sebring, Avenger, Jeep Compass, Caliber, etc.) I can't write verbatim, but I am certain that I had read many times in many different sources about where Chrysler's better designs had come from, namely the PT Cruiser, Prowler, Magnum, Pacifica, Viper, Challenger, Concorde, Intrepid, and many hot looking concepts, like Dodge Copperhead, Chrysler Atlantic, Chrysler Phaeton, Chrysler Firepower, etc. I do remember reading in the past several years that most of these designs that I just listed CAME FROM the Pacifica Design Studio!! And the latest designs (Sebring, Compass, etc.) are not. So... why is Chrysler killing off the Pacifica Design Studio again? Why not kill off a different design studio?? Perhaps, kill off the internal design studio in favor of keeping the Pacifica Design Studio??
    And I agree with Bananaman3M... the Pacifica (the actual automobile) is a fine looking crossover..... it's roomy, rides very comfortable, and classy. I've never owned one, but rented one to drive from Iowa to Washington D.C. and back for a week's vacation. I had nothing but rants and raves about it. I would have bought one, but my wife likes bigger windows and thought the Pacifica's were a little too small. I don't agree, but I don't want to buy something she'd complain about. Does anyone remember the concept car to the Pacifica?? Granted, it was much much more impressive... it was called Chrysler Citadel and was circuiting around the auto shows back in 1999 back when the highly-styled retro Dodge Charger was being shown off. Wasn't THAT car designed at Pacifica Design Studio too??

  7. By xjug1987 #7, Posted: 3/10/2008

    Probably a good cost cutting move by the new owners.

    The car however, was not marketed properly. I could have launced a new segment. Toyota is just now entering it with their wagon concept Toyota Mark X ZiO. I know guys that lost their jobs over the poor launch of the Pacifica. The market didn't identify what it was, a van, a crossover, a station wagon, it became a mess. A good vehicle and a good idea that... well, bombed.

    The R-Class is an expensive, VERY ugly, mess... it will be out of the line in less than 2 years.

  8. By Really OLD Auto-Fanatic #8, Posted: 3/10/2008

    Some over at Chrysler found a brain!.

    Remove anything and anybody that [have-had}any connection and affiliation with California and Californians from anything automotive!; and the auto industry{U.S.of A.} will stand a chance in the international and HOME Markets.

    Thank "GOD we will be FREED from the Likes of their deranged and depraved madness's(Californians)?.

  9. By Scott #9, Posted: 3/10/2008

    Seems like poor marketing defines Chrysler in recent years. How about the Crossfire and the Magnum. Can anyone even remember these cars being marketed? They're dead now too.

  10. By billyjoejimbob #10, Posted: 3/10/2008

    Pacifica the design studio... closure probably a big mistake. What the article doesn't say is how Chryslerberus is failing to retain good design talent in a job market where every other job option (automotive, Orange County, CA or both) looks more attractive.

    Pacifica the car... comfortable and good handling, yes. The original engine and 4AT were a bit overwhelmed with the weight of the vehicle. Styling distinctive, but greatly compromised utility: Outward vision to the rear was attrocious, Third row seats were tiny, cargo space with all seats in use was non-existent. My wife's tragically un-hip Honda Odyssey will out perform a Pacifica on every objective measure except a skidpad (maybe).

    Initial marketing of the Pacifica was VERY big budget, but missed the target. Remember Celine Dion "We drove all night"? Brilliant message for tired parents hauling kids around... NOT! But a bigger problem was fading appeal of the vehicle. First full year sales were a lot better than the last full year. Which demonstrates that Chrysler could and did overcome the off-target initial launch, but could not sustain demand for the product at an acceptable margin. Nardelli actually hired the genius who conceived the Celine Dion message... go figure.

    BTW: Mercedes R-Class may be an ugly duckling, but is an excellent vehicle.

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