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