Automotive News - June 30, 2008 - (Page 25)

JUNE 30, 2008 • 25 FUTURE PRODUCT CHRYSLER CHRYSLER After dropping models, Chrysler needs lineup Bradford Wernle bwernle@crain.com Chrysler is a brand in need of a model line. The Crossfire, Pacifica and PT Cruiser convertible were dropped during the 2008 model year. And with Chrysler LLC looking to eliminate duplicate models, the Sebring sedan, Aspen SUV and Town & Country minivan are vulnerable. Under Project Genesis, Chrysler LLC wants to sell Chrysler, Dodge and Jeep brands under one roof wherever possible and eliminate similar models aimed at the same customers. The automaker wants the plan in place by 2012. What’s known for sure is that a restyled, re-engineered Chrysler 300 is planned. Also, a global mid-sized vehicle platform is being developed. Vehicles on that new platform are penciled in for the 2012 model year. The Chrysler brand’s image is expected to continue to convey luxury without the luxury price. Global mid-sized platform: Multiple models are expected on this new platform. The first likely will debut for the 2012 model year or earlier. Specific models have not been determined, say industry sources. Sebring sedan: Chrysler’s mid-sized sedan has not lived up to sales expectations. Critics blame the exterior styl- Chrysler will launch the 2009 Aspen Hybrid this fall. But its plant is scheduled to close, possibly dooming the vehicle. ing and budget-looking interior. The Sebring sedan and Dodge Avenger are among the overlapping vehicles that Chrysler LLC wants to eliminate in its plan for three-brand stores. Although Chrysler has not made an announcement about the Sebring sedan’s future, industry sources believe the car may be dropped. A Sebring reskin is scheduled for the 2010 model year. Sources now say that may be canceled as Chrysler tries to pull the global mid-sized platform forward. Sebring convertible: The Sebring convertible is the only four-passenger convertible in the automaker’s fleet. The Sebring name could survive on the convertible if the company drops the much-criticized sedan. The 2008 Sebring was offered for the first time with a retractable hard top, so there are development and tooling costs that will take several years to recover. 300: One of Chrysler’s challenges is to recapture the design magic that made the 2005 300 sedan a hit. A restyled, re-engineered 300 is due for the 2012 model year. Another challenge: With tougher fuel economy rules beginning in the 2011 model year, Chrysler needs to make the large, rear-drive sedan more fuel efficient. Crossfire: Both versions — the sports coupe and roadster — were dropped during the 2008 model year. PT Cruiser: Ongoing reports of the PT Cruiser’s death have been greatly exaggerated. The convertible was dropped during the 2008 model year, but the original five-door Cruiser remains in production in Toluca, Mexico. The PT’s tooling is paid for, and with gasoline prices north of $4 a gallon, its four-cylinder powertrain is appealing to some buyers. But industry sources expect the PT to be discontinued in 2010. No replacement is planned. Pacifica: The crossover was dropped during the 2008 model year. Aspen: This fall, Chrysler launches the 2009 Aspen Two Mode hybrid. But like its sibling, the Dodge Durango, the Aspen is assembled at Chrysler’s Newark, Del., plant, scheduled to close in late 2009. After the plant closes, the SUV’s future is unclear. Chrysler says it can assemble the Aspen in any truck factory. But unless the hybrid revives the Aspen’s fortunes, it seems a likely candidate for extinction. Town & Country: The minivan was restyled and re-engineered for the 2008 model year. Other than powertrain changes, no significant modifications are expected in the next four years. Product planners face a tough decision. Under the three-brand-store strategy, does Chrysler LLC need both the Town & Country and Dodge Grand Caravan minivans? In the meantime, the Town & Country is slated to be freshened for the 2011 model year.c Rick Kranz contributed to this report http://www.Pick-n-ClickAds.com http://www.Pick-n-ClickAds.com

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Automotive News - June 30, 2008

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