At Press Day of this year's New York Auto Show I had the opportunity to sit down with Ralph Gilles, President and CEO of Dodge and Senior VP of Chrysler Group, LLC and chat about the upcoming 2012 Dodge Avenger R/T as well as the changing landscape of Detroit. In addition to talking with Ralph, who was named as Fortune’s 2009 ’40 under 40′ I had some time to test out the Avenger on the mean streets of Manhattan, and I have to say that in a city where it seems like 90% of the drivers are foreign born and drive like maniacs I was relieved by the ‘get up and go’ needed to speed up and cut off a cabbie and the immaculate brakes needed to for navigating the ‘Frogger-like’ pedestrian traffic of the city. Furthermore, once we were able to get out of the city and on to the country roads I was blown away by how quiet a vehicle with that much power can be.
C: So what would you say the most masculine thing about this car is?
Ralph: I think the demeanor of the car. It’s kind of butch, it doesn't look like anything out there, its not trying to be all sweet and organic. It has kind of this decisive face where the headlamps are hooded over, we made the headlamps black on this version to kind of give it a stare. Its got a nice stance now, for 2011 we've widened the track, but a beefier tire on it so it looks a little more menacing. ON top of that is the handling, the handling matches now the way the car looks and the name of the car for starters.
C: Did you have favorite cars growing up?
Ralph: A lot, a lot.
C: Is this remnant of any of those specifically?
Ralph: I mean, not necessarily, I've been inspired by a lot. I'm a big race fan the rally scene has been a big source of inspiration for me, um the Formula 1, anything to do with performance. So anything that kind of approximates that look turns me on (creatively).
In reference to fashion "the big difference with cars is that we tend to have to be more relevant for a longer period of time. Fashion you can go 6 months and then you're on to the next thing. Where as we develop something usually a year ahead of production and it has to look good for 2 to 3 years after that. So it's a little different, we tend to with this things we see as having a little more longer staying power. So in this particular year we went to an all black interior, it's the first time we've done that. And for the first time we've worked with our fashion supplier, where you've seen in the fashion industry you actually embed colors and stripes inside the fabric.
C: What would you say the most positive thing coming out of Detroit these days is?
Ralph: Wow, hmm, I think there's an 'attitude of excellence' if I should try to create a phrase I guess. There's a creative class that's always been there, and we've kind of been overlooked but its starting to come through in the products that we do. In the art, the music, you know the techno scene from Detroit. You know there's a budding creating class that just needed to be discovered. We're starting to get a lot of young people interested in Detroit again, we're hiring again, getting people from the coasts coming into Detroit. Thinking 'what's this all about? Can I do something with the Midwest?' so that's intoxicating to see that happen.
C: Is there anything not happening there that you'd like to see the city adopt going forward?
Ralph: more sunshine! It's the most overcast place I've ever seen, its almost like Portland, OR. Um, well I'd like to see people live in the city, I really would. It's a shame, it's a really cool city structurally, a lot of great architecture there, just not enough of it. I'd love to see people invest, and build and really just invest in the city.
C: Why should guys drive this car?
Ralph: Well, I think its tough, it looks tough, its built really tough and its probably the best bang for the buck. Its really hard to find a car with this much personality for the money, and that much acceleration and that much performance. Usually you have to spend quite a bit more to get. As Dodge we're always known for value, but why can't value be cool at the same time?
C: What would you say the manliest thing about Dodge as a brand is?
Ralph: Have you seen my staff? They're huge. Joking aside, as a brand you can't say you're manly or not, you just have to have the product and I think we make cars that fit, that fit me. The Charger's obvious, the Challenger's obvious, but to me its more about the extroverted nature of our cars and men tend to be a little more brave that way. You tell me, I couldn't tell you, I want the market to tell me.
In accordance with the FTC Guidelines, we are disclosing that our time, travel and accommodations have been compensated by Chrysler Corp. for our participation in the Dodge Avenger Ride & Drive. Although we have a material connection to Chrysler Corp., any publicly stated opinions of Chrysler Corp. and their products remain our own.