Chrysler's revamped 300 leads a resurgent lineup.
For the 2010 Detroit auto show, Chrysler’s stand was little more than an Dodge Ram mounted upside-down to the ceiling and journalists following CEO Sergio Marchionne around the sparse display.
The automaker’s display at the 2011 North American International Show is markedly different, and Chrysler’s people know it. Chrysler marketing chief Olivier Francois started his introduction of the new Chrysler 300 by talking about how grave the situation was at last year’s show.The biggest problem? New products. Chrysler hardly had anything to show.
“This is a story about how people react when their backs are against the ropes,” Francois said in his heavily accented English.
Today’s Chrysler isn’t quite back from the brink, but the outlook from Auburn Hills is far rosier than a year ago. Jeep has the Grand Cherokee, which is getting rave reviews and Dodge’s Durango is getting positive early returns.
The Town & Country's interior design is carries similar themes compared to the 200 and 300.
But this was a show about Chrysler, the brand. Besides the revamped 300, it also showed the updated 200 midsize sedan and Town & Country minivan.
While it would appear that the 300 was one of the automaker’s models that wasn’t severely broken, the complete redesign is a big improvement. Francois said the new 300 is completely new, from new architecture to new powertrains and new skin.
Chrysler’s new 3.6-liter Pentastar V-6 is making its way through several models in the lineup, including the base 300. Producing 292 horsepower in this car, the new engine is expected to deliver 30 mpg on the freeway once a new 8-speed automatic transmission replaces the 6-speed automatic that will be in the vehicle at launch.
The 200 replaces the Sebring in the critical midsize sedan market.
Ralph Gillies, Chrysler’s vice president of design, said redesigning the 300 was a huge challenge because the car has become such an icon. Despite protests from the 300’s biggest fans, Chrysler revamped the grille to reflect the brand’s new design language. To appease those how wanted to keep the old grille, Mopar will sell the “Bentley”-style heritage grille as an accessory for the car.
Gillies described several features of the car that he really likes. He said the designers gave it more of a windswept look, while maintaining the high-waisted design that started a trend in the industry. In this iteration, the beltline is “sprung,” giving it the look of a taut suspension bridge. The headlight design was inspired by an eagle. The rear bumper eases seemlessly into the trunklid, so that it resembles a custom sport boat, Gillies said.
The Town & Country's exterior, while still boxy, was refreshed.
One of the core tenants of Chrysler’s plans has been to dramatically improve its interiors. At least at first glance, mission accomplished. The 300 had soft-touch materials, great fit and finish and beautiful details – all elements that were missing in recent Chryslers. Ditto the Town & Country and the 200.
The 200 replaces the Sebring, the most maligned vehicle in recent memory. While it is obvious that the designers could not completely start over with the Sebring’s dowdy shape, the improvements are still dramatic, particularly inside. This is a critical car for Chrysler since it competes in the largest segment in the U.S. auto industry.
“The 200 represents everything Chrysler should be,” Francois said.
The exterior styling of the Town & Country is similarly refreshed, but the big news is inside. The new interior styling is contemporary and delightful to look at, a dramatic improvement from the old one.