Fantasy Chrysler Lineup
Not too long ago, a little blog post I wrote on my thoughts for a future Ford lineup received a lot of comments and generated an open discussion. When I thought of which brand to tackle next, the headlines helped lead the way. The Chrysler Group will soon go private, and while Jeep and Dodge seem to know their customers, the namesake brand has the most confusing model lineup around, and there don’t seem to be any plans to fix it. The company needs a lot of quick fixes, as development could be impacted by the separation from Daimler.
I won’t get into all the little things, like the fact that all three brands need to work on interior quality and reliability. That’s just going to have to be assumed here. Let’s start at the bottom of the Chrysler lineup and work our way up.
Wait a second — there is no bottom of the lineup. The PT Cruiser is the most affordable Chrysler you can buy, it’s quite long in the tooth and can be priced up to $30,000. We hear there’s a redesigned PT on the way, but does anyone really want it?
Instead, I advocate Chrysler making a quick fix and developing a Dodge Caliber/Jeep Patriot clone with a radically different style for the Chrysler brand. Perhaps styled like the Nomad concept from a few years back. Add a hybrid version, or make it exclusively a hybrid model, and you could have a hit.
I’d then say drop the PT Cruiser altogether.
The new Sebring isn’t setting the world on fire, but because it was just redesigned, there’s not really anywhere it can go. We’ll have to keep it — begrudgingly. I know this is a fantasy lineup, but I’m trying to stay somewhat grounded in what could actually happen, just in case Chrysler’s new owners read this post and say, “Aha! This is utter brilliance!” And yes, I know that’s not going to happen. As for the Sebring, again, a good candidate for a hybrid model.
We also hear there’s a new midsize crossover SUV coming from Dodge. This would be car-based and smaller than the Pacifica, yet probably have three rows of seats. This is a good idea; if it fits three rows, develop another one for Chrysler and drop the Pacifica. And, say it with me, add a hybrid. It would face stiff competition from the Mazda CX-9, Hyundai Veracruz and GM’s triplets, but this is the new hot segment and one every carmaker should be in.
Why drop the Pacifica? Because the new minivans are here and Chrysler is the only domestic company still developing worthy new models to compete against the import crowd. The company should be proud of that. Yes, I’m saying keep the Town & Country, with those cool swivel seats and satellite TV.
A redesigned 300 sedan will probably be coming down the line soon. The 300 makes sense in the lineup and is still a significant vehicle, so I suggest the company hold off on developing the recently rumored-to-be green-lit Imperial. Besides being one of the most unsightly concept cars in recent history, the entire industry is shying away from large sedans. If the 300 isn’t big enough for you, then it’s time for an SUV. I’d also like to see a wagon or hatchback version of the 300, like the Nassau concept.
Speaking of SUVs, it seems the Aspen is selling moderately well, and it doesn’t cost much to develop alongside its twin, the Dodge Durango. Here comes reality again: With a hybrid version actually in the works, the Aspen makes my fantasy lineup.
As for a halo car or sports car, I just haven’t seen a design that makes sense. The Crossfire was an affordable coupe and roadster that no one bought. A more expensive sports car, like the Firepower concept car from 2005, wouldn’t be a good idea right now for a company looking to turn around quickly. The only thing that could actually happen is a Chrysler version of the upcoming Dodge Challenger, but muscle cars don’t fit the new image of Chrysler.
Final Fantasy Chrysler Lineup
Cars
Chrysler Caliber clone, Sebring, 300, 300 wagon and/or hatchback
SUVs, Minivans and Crossovers
Not a bad little lineup, right? As always, we also want to hear what you think Chrysler should do.
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Where to start?
The PT Cruiser. I read a great article on how Chrysler could help sustain itself, and they focused on the PT Cruiser. Now, I've posted before on how domestic companies take a success and let it flounder, then pull the plug because the market doesn't like the product anymore. They argued that Chrysler has a success on its hand with the PT Cruiser, if only they invested in it, such as Mini has done with the new Coopers. So, they should immediately freshen up the PT Cruiser. And no, not just a new a grille. They should thoroughly redesign it with the same styling cues, but give it all new sheetmetal. Maybe a crease here and there, definitely new headlights, LED tails, a more swept windshield, just not drastic. Toss in an improved 4-cyl engine, new trannies and some cool new features, with a redesigned, updated interior and improved MPG, and they can keep the car going for 5 years until it is done-up again. The name is familiar and popular, and they should keep it going. No need for a Caliber knockoff.
Next up is the Sebring. I really don't know what they should do with this fleet car, but they've got to work on the quality. Perhaps the new more efficient 4-cyl for the base model, and improved driving dynamics (didn't they learn anything from D-B?). Then maybe drop a Hemi in it for fun.
On the 300s, a simpler redesign should be upcoming in the next year or so. More engine efficiency, and just work on quality. In 3-4 years a total redesign of the bad-ass car would keep the image alive.
GET RID OF THE ASPEN ASAP. What a beast. Chrysler is not a truck company, and this thing does not come close to the Bling of the Escalade or Navigator. Focus attention on the Pacifica.
Pacifica - Again, a popular car with the rental car companies. Maybe improving the quality, materials and a subtle redesign for 08/09, then a full redesign in 2011.
Finally - where are the Hybrids? Ford and GM will have them more and more, and Chrysler needs to incorporate them. Perhaps they need a technology showcase car like the Prius. Maybe they need one that focuses on quality, which can then be transfered to the other models.
The Town & Country is new for 2008, and should be updated in '11 accordingly - to remain fresh.
I say Chrysler should bring the notch up to compete with lanolin. And I think the Imperial concept was awesome, but it was a bit big though.
Will your fantasy Chryslers all have matching grooves in their hoods? Not exactly what enthusiasts look for when buying, however, it may become as recognizable as Dodge's crosshair grilles. Which we're all sick of ...
Chrysler needs to be rebranded. Not suddenly, but slowly, over time. For example, a new brand could be developed and Dodge could be phased out. Or, a new brand could be developed that caters to the economy-minded consumer. Point is, a new brand, if introduced properly, could help project a better image.
But, first and foremost, redesign the Aspen and the Durango.
The problem with the Dodge/Chrysler vehicles is the same as all "U.S." car companys. They show off all of the great concepts that they can come up with and show off all of the styling they are capable of, but then when it is produced it is a far cry from even looking like the concept. Pontiac is probably the biggest offender with spectacular prototypes that turn into rental cars. Chrysler took the lead in stopping this practice for a while, the Prowler, and even the PT were really close to the concepts that where in the car shows.
Don't get me wrong I understand that the tech aspect of many concepts is to expensive to just produce, but why does the styling always suffer too? Is is really cost effective to make boring sheet metal that wont sell (Chevy Cobalt), when you could just make a few subtle changes to it to make it a more appealing vehicle?
The Sebring sedan just has bad proportions. These are corrected (somewhat) in the convertible, where the trunk was extended. The rear proportions remind me of the MalibuMaxx, but the Sebring doesn't encorporate any of the usefulness that the Maxx had. So you get all of the ugliness with none of the added cargo/people room.
They should retool the sedan to have the extended trunk...and get rid of that big plastic triangle behind the rear door window.
OK as an image builder, drop the Hemi into the Viper and lower the price into Corvette territory. Don't drop the 10 cylinder but make the Hemi an optional package. The Hemi engine is actually a better engine that the 10 cylinder and will market better (and cheaper) even if the goal is not to sell a lot of Vipers. Build the new 2 seat convertible with a price advantage on the Pontiac Solstice. That will get the brand attention. Engineer a Dodge truck with hybrid power that showcases Chrysler engineering, a long time positive. Restyle the Dodge Charger sedan so that it has a little (actually much more) visual appeal.
Sebring is a fiasco. A restyle is urgently needed to avoid being a Dollar-rent-a-car favorite.
Chrysler needs a snazzy small car below the Sebring...a small hatch like the Dodge Hornet
300C ...don't tamper too much with success.
PT Cruiser should stick around, but get slightly more modern styling (facelift especially in the back). Don't do a Caliper clone, use the PT instead. A small sedan would not hurt either...US consumers still love them so at least offer it as an option. Developing the sedan once you have the hatch is cheap.
Kill the awful antiquated Aspen. It is hideous and out of step with the times. Besides competition is heating up in the full-size SUV market. Leave it to the Durango.
Develop a stylish Pacifica i.e. Mazda CX-7. This is key given where tastes are moving. A move smooth Compass clone to compete with the Acura mini-SUV and X3 would be good (i.e. a cheap well-equipped competitior).
sorry...forgot the hybrids.
Hybrids are gimmicks and the market is getting crowded. Also Chrysler is far behind in this field.
If Chrysler can still source Daimler diesels then this is the route to go. If not economic 4-cylinders in a small sedan or hatch (or the sebring) are much better bets than hybrids. Once the hybrid bug is over people will look more closely at the economics and realize a Toyota Corolla (or Yaris) makes much more sense than a Pirus.
Wow, Chrysler and fantasy car don't typically go together. Obviously, they're in big trouble. Let's see:
In general - Interior quality has got to improve if they want repeat buyers. Develop a HemiHybrid. Great marketing potential. The japanese have hybrid sedans with 250+hp. I'm not talking about a 400hp hybrid but the hemi monniker is powerful and could be used with a smaller engine as well. Stop screwing around and wasting money with cylinder deactivation. No one cares about technology that can get them another 1-2 mpg. You can do that by keeping your tires inflated.
T&C - This is bread and butter for them. It sells well, and is positioned well. The "restyling" is incredibly subtle year after year. If they're going to put that little effort into design, then ratchet up the interior quality.
300 - This revitalizing design is getting a bit old. One gets the sense that they haven't updated it because they don't know what to do and are worried about ruining it. Doing nothing is worse, though. Give it a evolutionary, not revolutionary, redesign. Drop in a HemiHybrid option.
Sebring - As stated above, we're kind of stuck with this loser for a while considering it's recent renovation. In a fantasy world, kill it. Bring back the New Yorker name and make a "classy" sedan. Leave the entry level to Dodge.
Aspen - This was DOA. Let it rest in peace.
Pacifica - This isn't bad. Crossovers are getting hot. Offer a hemihybrid version and update the styling.
PT Cruiser - Fun time is over. Kill it.
I wanted a PT untill I drove one,,,,,
But I helped my mom buy one, for people in her demo (women near retirement) it's insanely popular. She's meet new people who love the little bugger to pieces. So it HAS a loyal market, it really needs to be given a decent re-work. Keep what works, fix what doesn't.
Needs a modern Tranny, improved interiors (hell even a flat out luxury package would sell, think PT by Lexus) and improved quality.
The Sebring is such a train wreck it should be tossed right now. The Avenger can carry the whole lineup and might look really good as a Coupe and/or Convertable.
The 300 needs a redesign. But not by those hamfisted idiots that did the Imperial Concept.
We do need a "Concept" Imperial, the look was horrid but the concept was valid. A 300+ type car, with a 'no excuses' interior. Chrysler is finnaly getting respect in the limo buisiness after 20 years and this is a very important commercial market.
T&C? If you say so, I'm not a minivan buyer.
Pacifica was ahead of it's time, so I don't see the logic of tossing it for the Aspen. It needs to jump ahead of the next evolution now.
Aspen? Kill it.
Finally I think Chrysler needs a Halo car that is not the Viper. A car with a 6 figure price and a car that is damn near hand built. A car that not only comes with exclusive design but a service policy that has technitians arrive at your door to service your car.
I'm thinking Chrysler Atlantic here. Something so insanely beutifull that it would be worthy for Pebble Beach the moment it comes off the assembly line.
I really don't see the need for a halo car (at least not without a stronger lineup), but ever since the talks of a Chrysler buyout began I thought building the ME 4-12 would be the ultimate "screw you" for Daimler. It would certainly make a statement that they're changing the way things are being done.
That picture remember me from Mercedes Benz Sport, or not ?!!!!
Up until last year - I worked for a Chrysler dealership that had been in existence since the 1920's. The owners would still be going today, but they were so sick and tired of the Germans atitude that all Americans are filthy rich; do not care about quality or gas mileage; the answer to every vehichle made with the German influence was put a Hemi in it and design it after the 300; bleed the dealers dry for every penny they could.
The previous Sebring and it's counterpart the Stratus were not totally bad cars but the design of the new Sebring appears to be something of the making of a "jr" 300 that did not quite get finished i.e. borrow from the 300 AGAIN instead of making it stand out on it's own!!!
We have both an 05 Sebring and an 06 Stratus. Both get easily into the low 30's for gas mileage every day and look great on the outside - the inside could stand some improvement but is just fine - but not any where near as ugly as the inside of the 07 Sebring!!!
In the future - Chrysler - like the other 2 of the 3 - needs to learn how to effectively listen to their customers and design/build cars that are both fuel efficent/fun to drive/look good and have high quality to them.
They make good trucks and the Durango is OK but the Aspen - drop it like a rock - a heavily chromed overpriced Durango; the mini-van - time will tell; bring back a small car like the Neon but make it not so ugly and cheap; leave the 300 stand by itself and stop trying to remake it; the Avenger - nothing more than the current Sebring with the sheet metal bent up differently - ick; bring back cars the Concorde/LHS/Intrepid/ New Yorker/Imperial but individualize them and put some care into their design. Drop the overpriced CrossFire now!!!
Jeep seems to be doing pretty good for now but I would like to see a Jeep pickup someday again.
I want something that is not only affordable to buy but to drive and that will last a long time without a lot of repairs; I do not care that it does not go 0-60 in under 5 seconds - just that it can get up to speed in say 10-15 seconds/get decent mileage; and pass reasonably i.e. do not care about Hemis!!!!!
Finally - to all of the big three - why is it you could manufacture lots and lots of cars back in the late 70's/80's/even early 90's that could easily get between 30 and 40MPG but now you all seem to have forgotten how to do this??? They need to be either Hybrids or your latest buzzword C-R-O-S-S-O-V-E-R??? K-Cars/Fox Body Mustangs and Capris/Tracer/Probe - duhhhh. Currently also have a 1993 MX-6 w/5-speed that consistently gets 34-36MPG like a clock - the car is 14+ years old and has 183,000+ miles on it; is not hybrid or crossover???
Thanks! AmCarFan
IS THE NITRO REALLY THAT BAD I AM IN THE MARKET FOR ONE
Wouldnt it make sense to name the Caliber clone PT Cruiser and the large crossover Pacifica? I dont agree with a lot of your ideas (I actually like the Sebring) but to drop two established names with new products that are essentially the same would be ridiculous. You say "does anyone really want it?" about the new PT Cruiser. Well, I think a lot of people wanted the first one, Im sure there are a lot of people that would want the next. Just because you dont doesnt mean anything. Your rational to drop the Pacifica just makes not sense. That really blows your entire arguement. Its a crossover...keep it.
I am a huge Chrysler fan and as time goes on and with the introduction of new products coming from Chrysler. I have a few ideas that I think would help Chrysler brand stand out more from its competitors. Chrysler is well known for its innovation and styling and the company is also known for being the first to bring many new products to market. Chrysler should take the path as Audi did one steps at a time. People knew Audi was a luxury brand but its quality and reliability was low but look at them now. Their cars are head turners and they have built their luxury brand with quality and reliability that is now world renowned.
If Chrysler had some these features as opposition and/or as standard feature for fantasy car line-up. With the new luxurious Chrysler market Chrysler could leap miles ahead of the competitors. One thing offer high performance version for all of it automobiles line up. But you may ask why, why not? I recall when the Jeep Cherokee was the first Midsize SUV that you could get with a V8. Then the competitors had to follow Chrysler lead. Why not do the same with the fantasy car line-up. Like in the technological gadget area. Like offering these as optional equipment and/or as standard features, Such as, Satellite FM radio, navigation, rear video camera with rear parking assist, Dynamic Laser Cruise Control, Remote Engine Start, High Intensity Discharge (HID) headlamps with auto leveling with auto on/off feature and Daytime Running Lights (DRL) on all models. Smart Key System with Push Button Start and remote illuminated entry with puddle lamps, Power rear sunshade, Heated steering wheel, heated front and cool seats, heated outside mirrors, plus heated rear seats, and side mirror with Turn Indicators (Americans love to look important). Interior quality and reliability has to improve. Take the look of Firepower concept interior place that into every Chrysler car. One thing that amazes me about Chrysler interior is how bland it is. Don’t get me wrong the 300C is a beautiful car but the interior seem as a second thought. I wish Chrysler had that same innovation it had with it 1984 line up. My first car was a 1984 Chrysler Laser XE with digital dash and information center. For that date in time the car was so far head of it time that not only did people talk about the looks of the car, they also talk about what was inside of the car at the time. For $40,000.00 for the 300C the interior looks ok but a Honda Civic has one of the best designed interior that I have seen in years but it’s at a cost of $20,000.00. How is it that this cheaper car interior has a higher quality, innovation, and reliability then Chrysler top of the line cars? This is a major point Chrysler needs to work on. And increase it's warranty. This would be a way that Chrysler would be proving that upscale doesn't have to be stale looking and slow, and with a high-performance this would be a testament to all that Chrysler can do well.
But My Fantasy Chrysler Lineup
Chrysler-Indulge in Luxury for luxury-minded drivers
Cars
*Super sports Car
ME Four Twelve
*Full Size Ultra Lux
1997 Concept Phaeton (Call this the Imperial)
*Full Size Lux Car
4 Door Coupe
Imperial Concept (as the New Yorker),
300C
*Midsize
300N
*Sports Car
Firepower
*Convertible
Sebring
*Small Car
Akino
Chrysler Trucks/SUV/CUV
*Full Size SUV
One Based off GM Surban platform
*Large Size SUV
Aspen
*Full Size CUV
Base off of the GM Buick Enclave
*Large/Mid Size SUV
Pacifica (more looking like the Citadel concept with the Nassau front end) (with a hemi and SRT version offered)
*Chrysler Lux Truck (draw from 2006 Dodge Rampage concept)
*Minivan
Town & Country (with a hemi and SRT version offered)
*Mini-Minivan
Small Town & Country
Dodge- Raising eyebrows for performance driven drivers
-Full Size Cars
Charger
Magnum
-Mid Size Car
Avenger
-Sports Car
Viper
Challenger
Demon concept/Sling Shot
-Large SUV
Durango
-Midsize SUV
Nitro
-Mini-SUV
Caliber
-Minivan
Caravan
Trucks/SUV/CUV
-Full Size
Ram
-Mid Size
Dakota
-Van
Sprinter
-Motorcycle
Tomahawk
Bring Plymouth back make this line the young hip line. The line to take on brands such as Scion, and Honda compact line up such as civic and fit. These brand long-term goal is to appeal to Generation Y consumers, expected to dwarf the market size of Generation X by 2020. As you can see in the American market, American company's have failed in it's effort to bring younger buyers to the Their marque in the United States. Plymouth should be Chrysler's entry-level brand, slotting below Dodge in the lineup.
Plymouth-for budget-conscious drivers
--Mid Size Car
Sebring
--Mini-SUV
PT Cruiser
-Small Car
Hornet concept
--Sports Car
1998 Pronto Spyder concept
Jeep
Commander
Cherokee
Trailhawk
Liberty
Patriot
Compass
Wrangler
-*Truck
Gladiator concept
will Chrysler come out with a convertable 300?
I don't really have a fantasy car lineup, but a complaint. My wife and I have 3 kids. I am 6' 3" and my wife is 5' 7". We currently drive a 2005 Durango. If I have the driver's seat all the way back (normal driving position), I can't tilt the 2nd row seat for passengers to enter the 3rd row. It needs about 2". Why can't Dodge or Chrysler come up with an extended wheelbase version of the Durango/Aspen or build their full-size SUV based on something full-sized? There is nothing in their lineup that really targets families larger than 4. I think a full-size SUV based on the Ram Mega Cab wheelbase would be perfect. That would leave plenty of room for passengers without forcing them to send their bags on ahead via UPS when vacation comes around. If fuel economy is a concern, (no one buys big SUV's because they want good fuel economy) have 3 options: HEMI, HEMI HYBRID, or CUMMINS. Do the execs at Chrysler fail to see the number of Tahoes and Suburbans on the road? Not everyone wants to drive a mini-van. Give us some choices!!!
I don't really have a fantasy car lineup, but a complaint. My wife and I have 3 kids. I am 6' 3" and my wife is 5' 7". We currently drive a 2005 Durango. If I have the driver's seat all the way back (normal driving position), I can't tilt the 2nd row seat for passengers to enter the 3rd row. It needs about 2". Why can't Dodge or Chrysler come up with an extended wheelbase version of the Durango/Aspen or build their full-size SUV based on something full-sized? There is nothing in their lineup that really targets families larger than 4. I think a full-size SUV based on the Ram Mega Cab wheelbase would be perfect. That would leave plenty of room for passengers without forcing them to send their bags on ahead via UPS when vacation comes around. If fuel economy is a concern, (no one buys big SUV's because they want good fuel economy) have 3 options: HEMI, HEMI HYBRID, or CUMMINS. Do the execs at Chrysler fail to see the number of Tahoes and Suburbans on the road? Not everyone wants to drive a mini-van. Give us some choices!!!
I just wanted to throw in my 2 cents, starting with Aspen. Quit dogging it! It's a great vehicle that feature for feature competes very well within the segment. Could the interior use a few more touches to differentiate it from the Durango? Sure. Beyond that however, I don't see the complaints. On the outside the looks are phenominal. This is the vehicle that brought my wife and I to Chrysler for the first time, and we've loved it so far.
The reality is that Chrysler spent relatively little to bring this vehicle to market. Even if they only sell 15-20 for every 100 Durango's that's a huge impact to productivity for the platform.
The segment may be on the decline, but it's still significant and profitable.
As for the rest of the line-up, I agree with JD. Why throw away the brand-equity that's been built up in the PT Cruiser and the Pacifica? Makes no sense. Create the new vehicles with an injection of these models' DNA.
I DISagree, however, with the notion of going with something below the PT's segment. That's not where Chrysler ultimately wants to be. A brand with something like a modern day Neon can't be expected to be considered by consumers shopping Cadillac and the like. Leave that segment to Dodge.
Revamp the Sebring as quick and plausible as possible (ala Lincoln MKX or Ford 500/Taurus, both short term updates), update the 300 with even more tech and higher quality interior.
Add true halo car....all new Crossfire maybe?
And my common thread for all model lines isn't Hybrid, Hybrid, Hybrid .... it's Interior, Interior, Interior. They've gotta be quality.
Come on Chrysler, I'm pulling for ya.
I have been a chrysler fan all my life, my dad works at a chrysler dealership and our entire family has chrysler products. In my opinion they are great, much better than alot of other domestic and import brands. However, i've noticed that recently they have made some unfortunate decisions in there designs. I agree with the fact that the interiors need to be improved. While some of the vehicles do have good interiors i think people will get a better mindset if chrysler redid everything inside their cars. If I was Cerberus, this is what i would do:
1st-drop PT cruiser and make a shortened 5 passenger Nassau, that would fulfill the small car gap
2nd-drop the Aspen and refocus the Durango, incorporate some of the Aspen's luxury into the Durango.
3rd-make an Imperial that will redefine American luxury cars, must blow everything else away, i'm willing to wait a few years before the car comes out, focus on comfort. Also it would be cool if the Imperial had the dual cowl design of the Phaeton concept with a clock in the back and possibly 16" plasma TV's built in, Chrysler should also focus on putting wifi into all of there cars.
4th-Rework the Sebring, i like the front but the back is horrible rework tailights and maybe extend the trunk a little bit. Interior redo as well.
5th-condense the jeep brand,have the liberty, trailhawk (call it the Renegade, sounds better, and have it have 6 six seats) Cherokee, Wrangler, and the hurricane (minus the second engine) and give the hurricane it's all wheel steering system. if it can stay under 60,000 people will buy that like it's free.
6th-make the challenger more powerful to completely pass the camaro and mustang variants, i would like to see the challenger with a 6.4 liter hemi with 480 hp.
7th-keep all of the other vehicles but rework the crossfire (more engine options, nicer interior and slightly cheaper if possible)
Finally-bring in the demon and the ME-412, the Me wouldn't have to be quite as powerful and exotic as the concept is but keep the same design just donb't use quite as many super expensive carbon fiber parts.
If chrysler could pull these changes off i will love them even more than i do now.