in detroit, "theres almost a fanatical, maniacal interestin (market) share," mr. marchionne told reporters mondayon the opening day of the north american internationalauto show. but rarely, he added, has heavy discountingin pursuit of high volumes helped auto makers generateprofits in the long term for the past seven months, the 57-year-old italian-borncanadian has been working to shake up chrysler and movethe pany away from old ways that forced it into bank-ruptcy reorganization last year. he has ousted several vet-eran executives, flattened its bureaucracy and, accorto people who have worked closely with mr. marchionne,injected an element of fear into its ranks. one of the more frustrating problems for mr. mar-chionne has been the use of heavy rebates and other incen-tives to maintain sales--an issue that has plagued generalmotors co. and ford motor co. over the years. last july, for example, when the u.s. government of-fered as much as $4,500 in "cash for clunkers" rebates,chryslers sales chief at the time, peter fong, drew up aplan to offer an additional $4,500 from chrysler, two peo-ple familiar with the matter said but when mr. marchionne found out about it, he wasfurious, these people said. in an august meeting with mr.fong and his sales team, the ceo excoriated them, sayingdoubling discounts amounted to "giving away margin" at atime when chrysler was scrambling for profits, one personfamiliar with the details of the meeting said. "sergio wasballistic," this person said several weeks later, in september, mr. fong was sum-moned to the office of nancy rae, chryslers head ofhuman resources, and was told his services were no longerneeded, these people said mr. marchionne took the helm at chrysler in june,when the pany eted bankruptcy protection andformed an alliance with italys fiat spa, where he alsoserves as ceo and which owns about 20% of chrysler. innovember, he laid out a turn-around plan that calls forchrysler to launch a series of small cars designed by fiat,and envisions chrysler breaking even in 2010 and return-ing to profitability by 2011.
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