Only So Far

The Chrysler Group is looking to standardize processes and components across its architectures but won't compromise the exterior differentiation of its products for the sake of cost-saving sameness, Frank Klegon, vice president-product development process and components, tells Ward's.

Klegon's role, newly created in 2004, centers on driving commonization across the various product development teams at Chrysler, looking for ways to reduce variations between components, such as batteries.

While commonization often is looked at as an Asian innovation adopted by U.S. auto makers, there is a potential drawback when it begins to invade manufacturing processes that directly affect exterior design.

“Our struggle with that is (vehicles) all sort of start looking the same,” he says during a full-line preview of Chrysler products in Chelsea, MI. “That's not what we are. We're obviously very distinctive, and we think the exterior look is extremely important to attracting customers.”

He points to the stark difference between the Jeep Commander and Grand Cherokee SUVs, both of which ride on a common platform but look very distinctive.

Advocates of commonizing die design say that similar prints translate into lower costs. Klegon says Chrysler is no stranger to simplifying the manufacturing environment, and an escalated push is on for even more commonality on the plant floor, including in stamping facilities.