#Chrysler

A dated product lineup, questionable fuel economy across the board, a general need for some reworking. These are all issues with Fiat Chrysler’s offerings in North America. Today we’ll try and come up with some solutions.

Fiat Chrysler Automobiles paid $77 million in U.S. civil penalties late last year due to its failure to adhere to 2016 model year fuel economy requirements. In December, the National Highway Traffic Safety Administration (NHTSA) issued a report claiming the industry faced millions in fines from 2016 and that one manufacturer was expected to pay significant civil penalties.

You can probably guess which one. But FCA is by no means the only automaker affected by stringent fuel rulings.

Today’s Buy/Drive/Burn brings three big and brawny American luxury coupes from 1963. You’ll have to burn one — no exceptions.

“When I look at the new Imperial,” Chrysler Corporation chairman Lee Iacocca said in 1980, “I see an electronic marvel.”

He may have been reaching.

“We understand the speed with which we have to act,” Chrysler Group CEO Bob Nardelli said in mid-2008, months before Chrysler’s collapse showed that whatever understanding there was did not find itself successfully implemented.

More recently, however, in Fiat Chrysler Automobiles’ recap of its brands’ 2018 U.S. sales performance, the company’s own take on the Chrysler marque’s results was stunningly honest. “Overall,” FCA said in its press release, “the brand has seen some softening during the year following the continued wind-down of the Chrysler 200 and the Town & Country.”

Ya don’t say.

The once-mighty Chrysler brand is not a purveyor of niche sports cars, so its two-vehicle lineup continues to draw attention to itself. To call its lineup sparse would be an understatement. Still, despite a change in its priorities (sparked by the ascension of Jeep and Ram), Fiat Chrysler’s not giving up on the 93-year-old brand.

It would be weird to hop on the Chrysler Freeway in Detroit, head to Auburn Hills, pass by the Walter P. Chrysler Museum on the way, then head to Fiat Chrysler Automobiles headquarters at 1000 Chrysler Drive if the Chrysler brand didn’t exist.

While 2018 brought us news of a new (and fairly wild) Chrysler product, it also pushed two anticipated models into the Maybe Not Zone while throwing away another model’s future. Is there any hope of a Chrysler lineup that’s not a two-car parade? Apparently, there is.

Lee Iacocca’s original Chrysler K Platform spawned an incomprehensible tangle of K-related offspring between the 1981 and 1995 model years, but only a few U.S.-market models were true K-Cars: the Chrysler LeBaron, Plymouth Reliant, Dodge Aries, Dodge 600, and Dodge 400.

Of these, the 400 has been the hardest for me to find in the self-service wrecking yards I frequent; in fact, this is the first junkyard Dodge 400 I’ve photographed.

Of all the automakers embroiled in the Mad Men-era rush to plumb the psyches of American car buyers, Chrysler’s Dodge division stood head and shoulders above the rest in one key marketing element: sex. It sells, apparently, and Chrysler Corp. made sure to instill a little bit of it, overtly or subconsciously, into its print and TV advertising. As the circa ’66-67 “Dodge Rebellion” campaign gave way to 1968-70’s “Dodge Fever” gambit, the impact of the counterculture movement and America’s rapidly liberalizing attitudes soon became apparent in Dodge’s ad copy.

It was this era in Chrysler’s marketing history that spawned what’s arguably the most sexist (and psychosexual) car ad ever printed: Dodge’s 1969 Charger R/T ad, titled “The Eternal Triangle.”

These were sexy times for America, but even sexier times for Dodge, which had clearly grown too hot under the collar. The onset of the 1970s saw the brand put the tie-dyed shirt and address book in storage, trading its hedonistic copy for the far tamer “Dodge Material” campaign, and the rest is history (some of it quite embarrassing). Given this rich marketing heritage, it’s nice to see Chrysler attempt to spice up a family-oriented minivan with sex.

Do you ever feel there just aren’t enough purpose-built racing cars that can also be driven on the road? Well, Consulier yourself with today’s Rare Ride.

Ugh.

In the 1990s, nobody in North America spent much (any?) time thinking about Maserati products. So you’d be forgiven if today’s Rare Ride slipped from your fond early-90s memories long ago.

It’s the Shamal, and it’s a bit homely.

Certain extraordinary circumstances can move a vehicle from the standard Rare Rides classification and into Concentrated Rides. Take today, for instance, where a concerned collector has gathered together 24 Chrysler Imperials in a California desert.

The why here is unclear.

Today’s Buy/Drive/Burn setup comes to us via commenter 87 Morgan, who suggested the trio a while ago. For consideration today: Malaise Era transportation for upper middle-class families. These gigantic wagons served as family haulers before the minivan came along and ripped the sculpted carpet from under their feet.

What will it be — the Chrysler, the Mercury, or the Buick?

In the mountainous country of Switzerland, there once existed a company called Monteverdi. And for a few decades, it built luxurious and sporty coupes and sedans for a very wealthy clientele. Today’s Rare Ride is the first sedan offering from that company. It’s a High Speed 375/4, from 1970.

The Jensen Interceptor brought together American power and British design and craftsmanship in a rare heavyweight sports-luxury liftback.

The company even made a few of them into convertibles, like today’s Rare Ride.

The year is 1982. You’re a lover of domestic sports cars, but also suffer from a distinct lack of funding in this era of American Malaise. Three updated, base model, fuel sipping rides are in your purview — all of them with four-cylinder engines.

Which one do you take home?