After17 years selling cars in West Palm Beach, Fla., James Arrigo knows a thing or two about what consumers want. "There shouldn't be 1,000 ways to order a minivan," he says. And he's tired of watching Chrysler botch the launch of critical new models like the Sebring, a midsize sedan. "It should be a front-runner in that segment, but because of quality and marketing issues, it doesn't compete." For years Arrigo and outspoken dealers like him have offered suggestions for how Chrysler could sell more vehicles and improve its image. Too often, especially in recent years, when Chrysler was owned by Germany's Daimler, those ideas took a back seat to concerns about cost control or factory productivity.
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