Chrysler Rebuilds The Brand

Chrysler Specs, Prices, Rankings and Reviews - Chrysler Buyers Guide

By Larry Nutson
Senior Editor, Chicago Bureau
The Auto Channel

Chicago, March, 2011; Executives of Chrysler Group LLC responsible for the Chrysler brand paid the Midwest Automotive Media Association (M.A.M.A.) a visit and briefed member journalists on what they have been doing to help rebuild their brand.

The entire 2011 Chrysler model line has been renewed. Content has been added, quality of materials has been improved and the vehicles have been made more sophisticated. An aggressive pricing strategy has been put in place. The objective being “to offer Chrysler buyers the luxury they have earned at prices they can afford”, as Chrysler says it.

I’ll get into some details on the Chrysler 200 sedan, 200 convertible, 300 sedan and Town & Country minivan but first I want to reflect on a business decision that Chrysler made before the 2010 financial restructuring. Chrysler Group has Chrysler, Dodge, Dodge Ram trucks (today called just Ram) and Jeep brands. It was decided that the four brands would be sold under the same roof by every Chrysler Group dealer in the U.S. This allowed, in my opinion, every dealer to offer a vehicle line-up that would meet virtually every one of their customers needs while also allowing the Chrysler Group brands to focus on their true competition in the marketplace and not be concerned with targeting each other.

For example, Chrysler could focus on the luxury buyer and Dodge on the performance image buyer. They would target different buyer segments as compared to both going after the same buyer. We have had a history in the U.S. of offering too many different brands/models of the same basic vehicle just to satisfy the dealer’s desire to serve everyone. By focusing each Chrysler Group model on a specific buyer this also paved the way for the Chrysler brand to make design changes that led to each one of their models carrying a similar look. Chryslers now talk to each other much better than previous through this similarity in design elements.

Andy Love, Senior Manager for the 200 and 200 convertible, has the task of leading the introduction of this Sebring-successor to the marketplace. The Chrysler 200 competes in the standard mid-size sedan segment, the largest vehicle segment in the United States, with more than 1.6 million vehicles sold in the U.S. in 2009. The new 200 sedan is designed to appeal to smart, active, consumers that expect substance and value. Technology is an everyday part of their busy lives, used to get them where they need to be, when they need to be there and to stay connected with family and friends. The intent is for the 2011 Chrysler 200 to deliver the perfect vehicle for the customer who wants a beautifully crafted sedan, an exhilarating driving performance and exceptional fuel economy, all without breaking the bank. The new 2011 Chrysler 200 sedan is available in four trim levels: Chrysler 200 LX, Chrysler 200 Touring, Chrysler 200 Limited and the Chrysler 200 S (late availability) with prices starting at $19,995.

Redesigned and re-engineered for 2011, the Chrysler 200 Convertible is unique in the standard specialty segment as a true mid-sized convertible that comfortably seats 4 adults and has enough room in the trunk, even when the power top is dropped. Consumers can choose from two automatically latching tops, a body-color painted steel, retractable hard top, or a cloth soft top, both of which can drop with the press of a button on the key fob. With a new exterior design, refined ride and handling characteristics brought about by an upgraded suspension, an efficient new powertrain, safety features that are all standard on every model, and an all-new interior, the 200 Convertible stands alone in the segment for customers who crave top-down driving.

Chrysler Group invented the modern minivan in 1983 with the Dodge Caravan and Plymouth Voyager. The first luxury minivan, the Chrysler Town & Country, debuted in 1989. Seventy-five minivan-first innovations and 13 million minivan sales later, the company still leads the way. Chrysler Group continues its innovation in the minivan segment with minivan-first features for 2011 including a heated steering wheel, new Stow ‘n Place roof rack system that allows roof bows to be stored in the rails when not in use, a new, integrated, super center console for first- and second-row passengers, and new fuel economizer mode that helps the driver maximize fuel efficiency.

For 2011, virtually every customer touch point was redesigned or re-engineered. From a suspension redesign that delivers an exhilarating driving performance, to the new interior cabin with clever features a family appreciates, to the new exterior design, innovative engineering was the goal in every aspect of the new Town & Country. In selling Dodge and Chrysler minivans in the same showroom, the two brands agreed to split the market at $30,000 with Chrysler taking the upper tier, according to Bruce Velisek, Senior Manager Town & Country Marketing.

Chris Borman, Chief Engineer for the 300, spoke to the exterior profile of the all-new Chrysler 300 featuring the distinctive proportions of its predecessor with added design refinement for a more tailored appearance. Dramatic front-fender forms rise above the sculpted hood and are echoed by rear-quarter forms, which rise above the deck lid and travel down the vertical taillamps for an unmistakably bold signature silhouette. For improved aerodynamics and visibility, the all-new Chrysler luxury flagship’s windshield has been raked back 3 inches, while rolled-framed doors with thinner pillars improve outward visibility by 15 percent.

Substantial interior upgrades on the all-new Chrysler 300 consist of soft touch materials, premium interior trim, available heated and ventilated Napa leather seats, and real wood appliques on the instrument panel, doors, center console and steering wheel. Designed to exude a luxurious environment, the 2011 Chrysler 300 sedan features cast-skin instrument and door panels with three-dimensional dual gloss graining for a premium appearance and suppleness. Bright chrome contrasted with satin chrome accents give the Chrysler flagship sedan the appearance of milled aluminum. For added detail, a new instrument cluster features two large gauge faces with Sapphire Blue illumination and chrome ring accents. Providing a premium and contemporary environment is an all-new Sapphire Blue LED-illuminated ambient interior lighting. All-new seats were engineered with premium architecture and include a serpentine (S-shaped) spring suspension, all-new front-seat backs with four-way lumbar system that actuates up/down and fore/aft, and variable density foams applied in the lower seat, seat back, and bolsters for enhanced comfort “tuning.”

Take a look at Chrysler. It’s trying to give you the luxury you deserve at a price you can afford.

© Larry Nutson

Chrysler Specs, Prices, Rankings and Reviews - Chrysler Buyers Guide