What's going on with Chrysler?

"sm70- why not Duesenberg?" (sm70-whynotduesenberg) 01/10/2016 at 19:28 • Filed to: None

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Cadillac has has coming roaring back onto the world luxury stage in spectacular fashion. Lincoln is still sort of futzing around, but they do have a relatively solid and full lineup, as well as an understanding of where they need to be going if they want to stay relevant. And then there’s Chrysler. Under FCA, we’ve seen Jeep, RAM, and Dodge all make phenomenal leaps forward. Meanwhile, Chrysler still has an entire lineup consisting of three cars. There’s the 300, which has going for it some decent looks, good power, acceptable quality, and a relatively low entry price. There’s the smaller 200, which has essentially the same list of attributes. And then there’s the Town and Country, which is apparently set to receive a long-awaited redesign in 2017. Don’t get me wrong, I have nothing against Chrysler’s current lineup. I wouldn’t ever buy one of the three, but as I said, all three cars are perfectly legitimate purchase options within their respective markets.

What I’m wondering is this: If Dodge has the handle on normal cars and the Durango, and Jeep is running the SUV show, Chrysler presumably exists as the luxury arm. So why are the only cars that this luxury company sells a slightly upmarket Charger, a car that really ought to just sit in Dodge’s lineup between the Dart and Charger, and a minivan? These three vehicles are not the makings of a luxury car company. Not even close. I realize I am not the target demographic here, but when I see a Chrysler, nothing in me thinks, “Oh, that person is doing better than someone who bought a Dodge.” Usually, I think, “Oh, that person is in town for a business meeting.” Why does FCA insist on having a luxury car brand that isn’t really that luxurious, and doesn’t offer many cars?

I’m not saying they should get rid of the current lineup, but come on. Throw in a luxury version of the Durango, or the Compass, or the Challenger/Viper (okay, I get that those probably wouldn’t sell). A Hellcat-powered 300 would be super easy, and I’d have to imagine that with an SRT Dart allegedly in the works, a sporty 200 wouldn’t be hard either. Better yet, give something above the 300, or above the Durango/Grand Cherokee. Give us a retooled Quattroporte or Ghibli, which from what I understand could use retooling anyway. Give us an Escalade or Navigator competitor. Give us a followup to the Crossfire. Give us a modern PT Cruiser with a hybrid drivetrain for all I care. But for God’s sake, give us some reason to believe that America’s big three all remember how to make luxury cars.

Of course, it’s possible that FCA has decided that what with sales of the three models doing reasonably well, there’s no real need to pour any more money into Chrysler. But that business plan, in my mind, can only last them so long.

Dr. Zoidberg - RIP Oppo > sm70- why not Duesenberg? 01/10/2016 at 19:32

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300 is still doing fine I hear, though apparently the new 200 isn’t exactly... well made

http://www.carcomplaints.com/Chrysler/200/2…

jkm7680 > sm70- why not Duesenberg? 01/10/2016 at 19:32

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They’re being dumb.

sm70- why not Duesenberg? > Dr. Zoidberg - RIP Oppo 01/10/2016 at 19:33

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I know the 300 is doing fine, I’m more wondering about the cars they aren’t making as opposed to the ones they are.

Milky > sm70- why not Duesenberg? 01/10/2016 at 19:42

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The Chrysler Viper should have happened.

But yea, a 3 car line up is pretty bad for a mainstream car company.

Supreme Chancellor and Glorious Leader SaveTheIntegras > sm70- why not Duesenberg? 01/10/2016 at 19:45

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Theyre on a lonnnng lunch break

Frenchlicker > sm70- why not Duesenberg? 01/10/2016 at 19:47

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Bring back the Aspen and get rid of the Durango Citadel. If they can give Jeep an ultra luxobarge then why not Chrysler?! Also, let's fight the Lincoln Continental make it a drop top Imperial.

Wobbles the Mind > sm70- why not Duesenberg? 01/10/2016 at 19:50

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The biggest issue with FCA is that they have a lot of high performance tech, aggressive styling, and low cost features but no platforms ready for electrification. Now think about the way Ferrari, Maserati, Alfa Romeo, Dodge-SRT, Jeep, and Ram are marketed. Can’t really show off fuel efficiency excluding a diesel option in these brands. That leaves Chrysler and Fiat stuck having to offset the fleet averages by going high efficiency, hybrid, PHEV, and all-electric in lineup capability and branding focus. Thus Chrysler has to get 100% all new models rather than warming over old ones.

All Sergio really wanted was GM’s high fuel efficiency components so that they can stop spending all their cash on Tesla’s extra credits. However they are out of luck until late this decade, which postpones all the “interesting” Italian and high performance vehicles we were supposed to be getting.

tl;dr, the Chrysler brand will be where all the hybrid/electric vehicles are. That means building all new platforms and they need to be mainstream in order to sell enough to offset the 3 types of V8s that consumers are buying up and building brand equity with.

I’m bullshitting over here!

Supreme Chancellor and Glorious Leader SaveTheIntegras > Frenchlicker 01/10/2016 at 19:50

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Just dont call it the Aspen

sm70- why not Duesenberg? > Frenchlicker 01/10/2016 at 19:52

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Right? The GC Summit and Durango Citadel are nicer than any 300. They belong under a luxury nameplate.

sm70- why not Duesenberg? > Supreme Chancellor and Glorious Leader SaveTheIntegras 01/10/2016 at 19:52

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So it would seem.

Mr. Ontop, No Strokes, No Smokes...Goes Fast. > sm70- why not Duesenberg? 01/10/2016 at 20:01

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Seems to me FCA is focusing their efforts on the Fiat brand and models, RAM and Jeep. Can’t say there’s a whole lot of excitement about Chrysler itself though.

hike > sm70- why not Duesenberg? 01/10/2016 at 20:04

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Chrysler is supposed to be the main stream brand, with Dodge being performance, and Jeep being SUVs. Problem is, the 300 doesn’t differentiate itself enough from the charger, the Dart exists as a Dodge, and they don’t have a CUV.

hike > Milky 01/10/2016 at 20:04

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They have that car at the at the Chrysler museum in Auburn Hills. One of the prettiest cars I've ever seen. They could release it today and it'd still look good.

sm70- why not Duesenberg? > hike 01/10/2016 at 20:06

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Right. If Dodge is the “perfomance brand” and not just the basic brand, they need to figure out the Durango, Journey or its replacement, Grand Caravan, and Dart right quick.

SonorousSpeedJoe > sm70- why not Duesenberg? 01/10/2016 at 20:06

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Since that 5-year plan was detailed, I was under the impression that Alfa Romeo and Maserati would both handle the luxury side of things while Chrysler becomes mainstream and Dodge becomes more performance-focused. It’s happening very slowly, LOL.

sm70- why not Duesenberg? > SonorousSpeedJoe 01/10/2016 at 20:07

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Yes it is.

spanfucker retire bitch > sm70- why not Duesenberg? 01/10/2016 at 20:14

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Alfa Romeo is the luxury arm. Chrysler is being positioned as something like Ford - not a luxury brand, but offering higher end features than Chevrolet or Dodge.

Basically they’re a step below Buick, but a step above Chevy - that’s where Marchionne has placed it. Their placement as “luxury” was killed as soon as they decided to try and make Alfa Romeo a BMW/MB/AUDI competitor.

sm70- why not Duesenberg? > spanfucker retire bitch 01/10/2016 at 20:17

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1. Ford is upmarket of Chevy and Dodge?

2. Whether it’s the luxury brand or the mainstream brand, they still need more than 3 cars.

Milky > hike 01/10/2016 at 20:26

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Yea I’ve seen it there and I agree it looks great. But it could use a front end update if it was to be sold in 2016.

hike > sm70- why not Duesenberg? 01/10/2016 at 20:35

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The Grand Caravan dies with the current generation T&C, the journey doesn't have long left (though they still sell like hotcakes). The Durango and the Dart are the tricky ones.

sm70- why not Duesenberg? > hike 01/10/2016 at 20:36

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Right. Plus I could see where a car like the journey (a crossover that is smaller than the Durango but too wagon-y to be a Jeep) could have a place somewhere in the mix.

hike > sm70- why not Duesenberg? 01/10/2016 at 20:39

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The journey is a great idea(being a smaller 3 row vehicle with optional awd), but doesn't fit in the Dodge line up and has an antiquated power train and chassis. But where else can you seat 7 with 4wd for under 30k?

Frenchlicker > Supreme Chancellor and Glorious Leader SaveTheIntegras 01/10/2016 at 20:42

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Well yeah, that would be disappointing.

Frenchlicker > sm70- why not Duesenberg? 01/10/2016 at 20:46

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The Summit would be perfect for Chrysler. But what about the impending Wagoneer. What do they do there, leave it solely as a Jeep?

sm70- why not Duesenberg? > Frenchlicker 01/10/2016 at 20:47

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Search me. I’ll reserve judgment until I see a production version.

spanfucker retire bitch > sm70- why not Duesenberg? 01/10/2016 at 20:47

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I would say that yes. Their higher optioned cars are definitely going for that high style design and features. They also have the highest ASP of any of the mainstream brands - so they make more money per car than any other mainstream brand. At least American brands.

No dispute that they absolutely need more than 3 car brands. Definitely.

Dr. Zoidberg - RIP Oppo > hike 01/10/2016 at 21:00

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Does the Journey qualify as a CUV?

JR1 > sm70- why not Duesenberg? 01/10/2016 at 21:04

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Chrysler hasn't been luxurious in some time. Save the 300 which is all the awesome bang for the buck. Maserati and Alfa Romeo seem to be taking over as the sports car and luxury car brand for FCA. Dodge and Chrysler are in a weird limbo of starter and premium brand. The 300 is obviously premium but the 200 is nothing exciting. And the lack of a convertible for the 200 always confused me. While Oppo (unfairly) hates on the convertible Chrysler it did fill a market gap and sell well. It is too bad they do not bring that back.

Frenchlicker > sm70- why not Duesenberg? 01/10/2016 at 21:11

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Have they even released concept drawings or models?

KusabiSensei - Captain of the Toronto Maple Leafs > sm70- why not Duesenberg? 01/10/2016 at 21:19

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Honestly, they should work for the return of the Imperial (Not the 90s FWD thing, but the proper Imperial), but they won’t, because they are now Italian, and would rather have a nice lunch.

sm70- why not Duesenberg? > Frenchlicker 01/10/2016 at 21:24

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Kinda. Not sure if they’re official.

Frenchlicker > sm70- why not Duesenberg? 01/10/2016 at 21:27

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Maybe they'll randomly present it soon.

hike > Dr. Zoidberg - RIP Oppo 01/10/2016 at 22:31

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I guess so. They should really update it and put it in the Chrysler line up. And just call it the Chrysler journey.

boxrocket > sm70- why not Duesenberg? 01/10/2016 at 22:33

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Revamping an entire brand while merging targets, foci, production, funding, etc., takes time. The newish 200 is still competitive, a new T&C is being revealed in Detroit, and the 300 is due to be entirely revamped (and off the old Mercedes platform, finally) sometime between 2017-2019.

duurtlang > spanfucker retire bitch 01/11/2016 at 04:01

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Alfa Romeo is more of a sports sedan branch, in my interpretation. Not meant for luxo barges. Let Chrysler be a lesser Mercedes, Alfa a BMW (of yore) with Italian heart.

spanfucker retire bitch > duurtlang 01/11/2016 at 07:11

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No one is doing luxo barges anymore. Not anyone who wants to be successful in the luxury department. Even Rolls Royce still makes sure their cars don’t roll too much in the corners.

Chrysler is never going to be a marquee luxury brand as part of FCA, Marchionne has already decreed what they’re going to be, and that is a very slightly upmarket mainstream brand.

duurtlang > spanfucker retire bitch 01/11/2016 at 07:33

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I guess our definitions are different. Mercedes has never really built anything but luxo barges. Excluding the AMG cars their cars were never sporty, and still aren’t. I wasn’t talking about the wallowy whales from the US, as I don’t really see those making a comeback.