What's Wrong With This Picture: Chrysler Knows What The Kids Want Edition

Edward Niedermeyer
by Edward Niedermeyer

Worried that Chrysler has lost touch with young buyers? Worry no more! Chrysler’s Tim Kunisis tells Automotive News [sub]

There are two paths: the traditional Chrysler path and the S path. There’s a huge customer base for chrome and wood. There are also people who want something a little edgy.

As a result, Chrysler is introducing its “S” line, a trim level that stands for Style rather than Sport, which will encourage these edgy Chrysler customers to tart up their Mopar metal with non-traditional accessories. Nor is “S” a top-level trim designation, but will be available on the standard 300, the 300 Limited and the 300C. And though Chrysler is showing an “S” version of its outgoing 2010 300, the first new “S”-branded vehicle will be the 200, which should look something like the Moparized 200 shown at the Detroit Auto Show. And if the whole “what’s in-what’s out” question is giving you some trouble, AN [sub] provides the hand guide below.



Edward Niedermeyer
Edward Niedermeyer

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  • Windswords Windswords on Feb 03, 2011

    You've all missed the point. It's not the "youth" market they are after. 20 something's don't buy Chrysler anymore than they buy Buick. They are trying something to appeal to a younger customer than they have now. Like Buick the avg customer age is 60 or so. They are trying to get down in the 50's (where Toyota is now) and maybe the 40's. Will it work? I don't know. I think I'm already too old for this sort of thing because it doesn't appeal to me.

  • LordDetroitofLondon LordDetroitofLondon on Feb 03, 2011

    I say it's a prudent move by Chrysler. Quite a few people couldn't care less about performance, as much as they do about looks (think Volvo, R-Design). And honestly, it doesn't cost Chrysler that much. If they are going to make a buck or two by selling this to douches and idiots, I say go for it!

  • ToolGuy This is the kind of thing you get when you give people faster internet.
  • ToolGuy North America is already the greatest country on the planet, and I have learned to be careful about what I wish for in terms of making changes. I mean, if Greenland wants to buy JDM vehicles, isn't that for the Danes to decide?
  • ToolGuy Once again my home did not catch on fire and my fire extinguisher(s) stayed in the closet, unused. I guess I threw my money away on fire extinguishers.(And by fire extinguishers I mean nuclear missiles.)
  • Carson D The UAW has succeeded in organizing a US VW plant before. There's a reason they don't teach history in the schools any longer. People wouldn't make the same mistakes.
  • B-BodyBuick84 Mitsubishi Pajero Sport of course, a 7 seater, 2.4 turbo-diesel I4 BOF SUV with Super-Select 4WD, centre and rear locking diffs standard of course.
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