Chrysler Drives into the Export Gap

While the currency battles raged, Chrysler Corp. last week announced it would become the first U.S. automaker in decades to export to Western Europe. The reason: Chrysler feels that at the current exchange rates, some of its autos and vans will have wide appeal despite stiff European and Japanese competition. Unlike GM and Ford, Chrysler does not have European automaking subsidiaries, whose sales could be threatened by the export push. Says Robert Lutz, a Chrysler executive vice president: "At 240 yen to the dollar we were doomed. But at 150 yen we have a shot. I see real potential in the European market."

In 1987 Chrysler will place its popular Plymouth Voyager and Dodge Caravan minivans in the showrooms of four countries: Switzerland, West Germany, the Netherlands and Belgium. The firm is considering exports of its LeBaron luxury coupe as well as of high-performance versions of the Dodge Shadow and Plymouth Sundance compacts. Chrysler hopes to sell at least 500 cars next year for starters. Says Lutz: "If we're doing 30,000 to 40,000 units a year in five years' time, that would be a proud achievement."