Just as DaimlerChrysler (NYSE:DCX) is getting ready to let Chrysler go out on its own -- whether through a private equity route or with a GM-type suitor, they get hit with a recall. Mind you, not a small recall, but nearly a half a million cars and SUVs. This is the equivalent of being dressed and ready for the prom and then having your pants split in the seat after the first dance. Uncomfortable, annoying, and embarrassing.
The recall encompasses several models from the Jeep Liberty, the Dodge Durango, and the new Dodge Avenger. The latter's name is exactly what's happening to poor old Chrysler. The costs of the recall of course are borne entirely by Daimler, and the dealers must follow up with customers to ensure compliance. All in all, it's one giant pain in the Benz.
Daimler has not quantified the dollar amount involved in this recall and, at the end of the day, it ends up being a rounding error to Daimler's earnings number. Nonetheless, a significant cost it is. The rule of thumb as told to me by a car dealer a few years ago, a "typical, minor" recall costs the manufacturer about $150 per auto, when factoring in labor cost and materials. The dealers love recalls, as it guarantees to keep all the mechanics busy, and no one can blame the dealer or mechanics for the error. For once, customer and mechanic are on the same side.
If the $150 cost per recalled vehicle is consistent, Daimler is facing about a $75 million expenditure, but the timing could not be worse.
Georges Yared is the author of Stop Losing Money Today and Baby Boomer Investing. Please visit www.georgesyared.com
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