Chrysler Brand Cancels Compact, Subcompact Cars: Now What?

Edward Niedermeyer
by Edward Niedermeyer

The slide above shows Chrysler’s product plan for the 2010-2014 timeframe, and as it shows, after the new 300 and “refreshed” 200 and T&C, the next Chrysler was supposed to be a C-segment compact sedan. But, reports C&D’s Justin Berkowitz, the subcompact car (essentially a rebadged Lancia Ypsilon) has already been canceled for being positioned too close to the Fiat 500. Meanwhile, it seems that now only one of Chrysler Group’s brands will get a forthcoming compact sedan, and since Dodge has confirmed that it will get a Fiat-based Caliber replacement next year, it seems Chrysler won’t be getting any help in one of the most important segments in the market. So, without a subcompact or compact car coming down the pipe, what does Chrysler have to look forward to? Another crack at the D-segment, come 2013, and a crossover based on the same platform. Apparently the Chrysler brand, which is supposed to be a Lancia-style luxury brand in the Fiat empire, doesn’t need more than four products.


Edward Niedermeyer
Edward Niedermeyer

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  • Psarhjinian Psarhjinian on Apr 23, 2011

    How long has Justin been writing for C&D? And is it a shame that I hadn't noticed? Is it even the same Justin? I ask because there's little of the TTAC (and certainly the Metacars) flair there.

  • Nels2727 Nels2727 on Apr 24, 2011

    The Chrysler brand needs to be further differentiated from Dodge, avoiding the more plebian segments is a good start. Chrysler has a lot of potential. GM doesn't know what it wants Buick to be in the US. Cadillac is essentially a 2 car brand with another dissapointing large car on the way. Ford is well on its way to ending Lincoln. Infinit can't seem to make people buy their large car offerings. Audi's have gotten just as expensive as their full luxury counterparts. Acura's have been softened, and Lexus continues to offer CUV's for rich moms, and old man's cars. Their is a gaping hole in the premium car market that the Chryler (and Jeep) brand(s) are well suited to fill. The new 300 offers 3 impressive engines, RWD/rear biased AWD, a smooth ride, E-class, 5 series, and A6 size, and finally a nice interior for far less than the true luxury brands. The Grand Cherokee achieves the same feat for Jeep. Chrysler should be focused on getting affluent echo boomers (Gen Yers) into their premium cars. The next 200 should be RWD and larger than a 3 series; the new V6 gives them the opportunity to go after Infiniti's G on vlaue. A crossover is important to attract female drivers to the brand. Above all they need to build brand equity, they finally have some product worthy of the near-luxury/premium segement that the other manufacturers have written off. The Executive edition 300C, unveiled in NYC is a good start. The old Firepower! concept (hemi-powered, Viper platformed, poorman's Aston Martin) should be seriously reconsidered, albeit with a better name. They should also seriously reconsider the 2007 Imperial concept to offer a true large American luxury car at a value price. I don't mean to pump my own tire here, but I run in the circle of the next big market of premium/luxury car buyers. Americans in their mid-20's today are the next largest population band to move through the market. We come in two distinct groups, 1 is highly educated and already earning an income that far outpaces teh national median, and the other is largely unemployed. The latest economic downturn has left an impression on us. We are more like our grandparents than we are our parents. The label still matters, but their will be a large market for a comparably equipped vehicle that costs 30% less than the German offering. This is a smart move, let the Chrysler brand fill the premium brand void.

    • DweezilSFV DweezilSFV on Apr 24, 2011

      Well said, but they can avoid again being the butt of all automotive jokes by avoiding, at all costs, that monstrosity Imperial concept from 07. With all due respect it had all the luxury "cache" of that Chinese London Taxi concept shown in another TTAC thread. And please don't exhume the Imperial name again. It's last best year was nineteen frigging fifty seven. Let it die already. But I have no disagreement with anything else you said. Nice post.

  • Mjz Mjz on Apr 24, 2011

    Chrysler brand model line-up with $5 gas: -Chrysler Chianti: (Lancia Ypsilon) Premium FWD B-segment hatchback (but please no center mounted dash gauges!). -Chrysler 100: (Lancia Delta Sedan) Upscale FWD C-segment sedan (capable of Holy Grail 40 mpg). -Chrysler 200/200C: RWD/AWD D-segment sedan built off shortened 300 platform. -Chrysler 300/300C: RWD/AWD E-segment executive sedan. -Chrysler Town & Country: FWD/AWD Full-size mini-van. -Chryslar Pacifica: RWD/AWD D-segment crossover.

  • Stryker1 Stryker1 on Apr 25, 2011

    Good start, good start.... Now they just need to scrap the mid-size cars, the full size cars, the SUVs and... well, the mini-van can stay (Jack liked it).

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