Reuters Summit - New models needed to drive Chrysler - experts

By Jo Winterbottom

DETROIT (Reuters) - Chrysler's survival is far from certain and time is short for Fiat SpA to roll out the new products the U.S. automaker needs to win back customers and dealers.

At the Reuters Autos Summit on Monday two days before Chrysler's chief executive, Sergio Marchionne of Italy's Fiat, takes a whole day to present his five-year strategy for the company, participants stressed the need for a swift launch of fresh models.

"The biggest issue for Chrysler is how quickly they fill the void in their product pipeline," said Earl Hesterberg, chief executive of Group One Automotive Inc, the No. 4 U.S. auto dealership.

"They need to minimize the downtime in terms of fresh, new models into the market," he added.

Bill Diehl, chief executive of advisory firm BBK, said Marchionne had to restore consumer confidence in the brand.

"If they can't show momentum you will have consumers concerned about the survival of the company. (Marchionne's) challenge is to demonstrate to consumers his plan is viable," Diehl said.

There is time pressure to deliver new models, he said, adding consumers might not wait until the end of 2010.

Marchionne said in September he was surprised at how little had been done in the past 24 months at Chrysler and admitted the restructuring of the company had been more difficult than he initially thought it would be.