BRAMPTON, Ontario -
Returning to the Canadian province that was his adolescent home, Chrysler Group chief executive officer Sergio Marchionne — addressing attendees of the Chrysler Group Brampton Assembly Plant Celebration Event late last week in Ontario — called to mind his own childhood experience moving to Toronto from Italy as he discussed the new beginning the refurbished plant and Chrysler, in general, have made.
The Chrysler chief moved to Toronto over four decades ago with his family and has worked in Canada much of his professional life. And just as his family was afforded an “opportunity” in a new country, the automaker has great opportunity afforded to it in the new year.
“Two things (moving to Canada) certainly gave us were the opportunity to reunite my mother’s family and the chance for my sister and me to experience a new way of life, unhampered by what my father saw as an overly confining social environment in Italy, where connections and status counted more than talent,” Marchionne said in his speech. 
“It is part of our human nature to feel optimistic about a fresh start — whether it involves moving to a new country, or entering a new year,” he continued. “The ‘book’ of 2011 is still a blank document, and we hope it will turn out to be an interesting and fulfilling story.
“My own positive feelings about starting a new year are heightened today as a result of coming to this revitalized facility … seeing the two outstanding all-new vehicles that are beginning production and a third that has awakened a passion for muscle cars … and feeling the immense enthusiasm of the team here,” Marchionne shared, adding: “You can sense the confidence growing throughout Chrysler Group as we live up to our commitments and have begun to win recognition for our hard work.”
All-New Vehicles
He went on to emphasize the faith the automaker has in the two all-new models the Ontario facility is rolling out: the 2011 model-year Chrysler 300 and Dodge Charger. Marchionne expressed confidence that the two vehicles will find success in the Canadian market and beyond.
“We’re confident that buyers in Canada, as well as elsewhere, will embrace the two all-new vehicles that are coming off the line here,” he stated.
“The 300 is the flagship of the Chrysler brand. This all-new 2011 model has a lot to live up to, as its predecessor was the most awarded vehicle in North American automobile history,” he continued. “A tough assignment, but I think you will agree that it is up to the challenge.”
With regards to the new Charger, Marchionne added: “The all-new 2011 Dodge Charger targets customers who are young at heart and who are passionate about driving.
“It has a contemporary fastback four-door coupe proportions with iconic Dodge performance cues designed to strike the emotional chords of enthusiasts,” he continued. “The Charger embodies the Dodge brand promise of a distinctively North American performance machine with outstanding driving dynamics and modern technology.”
Changes at the Plant
Speaking glowingly about the revamped plant, Marchionne discussed in greater detail the changes that have been made at Brampton as part of the company’s World Class Manufacturing initiative taking hold there.
As some may know, WCM aims to help plants become more safe, efficient, flexible and of higher quality. It is designed to accomplish this “by rooting out waste in all forms,” Marchionne explained, adding that respect for one’s self, others and the environment are core values of the WCM.
Hence, the process serves as a “true agent of change,” the CEO noted.
“Putting dignity back into the workplace is an important part of WCM. This 24-year-old facility has been thoroughly rejuvenated with high-efficiency lighting, upgraded cafeteria, remodeled bathrooms and freshly painted walls,” Marchionne shared. “This is all part of making the workplace a place you can feel positive about, a place you can proudly take your kids to and show them where you work.”
As WCM launched at Brampton, over 30,000 hours of training was conducted, as the plant received instruction on the system’s principles and ways to find and cut back on waste and loss during the assembly process.
Employees at the plant have provided recommendations totaling more than 5,000 about improvements that can be made following WCM’s launch. There are also Quality Teams that specialize in specific aspects of the product and process so that quality is ensured and problems are fixed.
The plant also has a $20 million, 35,000-square-foot Metrology Center whose inspection equipment can meticulously examine and validate the entire metal sheet structure of a vehicle. This can be done “to the smallest of tolerances, even as thin as a human hair,” Marchionne noted.
Furthermore, the plant pumped close to $12 million in for a new roof laser blazer process.
Expressing Gratitude
During his speech, Marchionne offered this thanks to the Canadian federal and Ontario provincial governments as well as Canadian and U.S. taxpayers for helping provide the company with the financial assistance it needed to come out of bankruptcy a stronger company.
He also recognized several guests of honor in attendance, including Ontario’s Minister of Finance Dwight Duncan, Brampton Mayor Susan Fennell and Canadian Auto Workers president Ken Lewenza.
Marchionne emphasized the mutually beneficial and pivotal relationship Chrysler has with the CAW.
Lastly, the Chrysler CEO wrapped up his speech by praising the workers of the plant.
“I want to express my gratitude to the men and women here at Brampton for keeping the faith and for your dedicated efforts to help transform your workplace and your company,” Marchionne said.
“What you do every day matters to the future of your company, your community, your 50,000 fellow employees and the hundreds of thousands who work in related industries,” he concluded.