Chrysler, Dodge, and Jeep news from Allpar

Chrysler CEO: there is no luxury

Chrysler enthusiasts have been discussing the question of whether Chrysler is moving up to become a luxury brand for years. There were plans in the 1990s to produce high-end Chrysler cars, which ended in the Daimler takeover, as that became “Mercedes turf.” Under Fiat, though, there is much more space; Maserati begins far above where Chrysler ends, with the Quattroporte enjoying a standard twin-turbo V6 and other amenities.

Chrysler brand CEO Saad Chebad, however, appears to subscribe to Walter P. Chrysler’s view of his eponymous car as a premium mainstream vehicle, not a luxury car; while it offered luxury-car features and performance, it was priced well in the mainstream, and never had exotic features such as twelve cylinder engines (though it did have exotic features such as hydraulic brakes and high-compression engines).

Chrysler 300C Luxury

Saad Chebad told Allpar, “In my opinion, there’s no such thing as luxury. You can get… massaging seats in mainstream cars. Leathers and wheels and GPSs and everything you want. So why would I want [luxury-brand] cachet?”

He continued, on the same theme:

I call Chrysler the bridge between exotic to mainstream. That’s what we’ve always done. The first 300 was seen as an exotic look for $20,000 right? It’s always been that way. But now we’ve taken that into everything about this car: the fit and finish, the making, the power train, how many people know? How many people – how many people know that there’s a ZF transmission, 8-speed, that only existed [before] on BMW 7 series and a Rolls-Royce? … The luxury 300 has Poltrana Frau in it that exists on Ferraris, and so when you look at all these improvements in qualities, interior, exteriors, if you look underneath the 300 and you see all this carpet padding… that’s why we got to a quieter cabin than an LS 460 Lexus, no?

… We stand for something and then at the same time we are the… I’m trying to find my nice words here. The alternative to the imports that pretend to be luxurious.

While Chebad could wax enthusiastic about the 300, noting that they had increased residual values by eliminating cloth seats from the base model and providing better-optioned vehicles, he had a harder time answering the question of the current Chrysler 200, whose base model has a four-speed automatic and four-cylinder engine. It appears that base models of the 200 will continue, even with the next generation, as it will stand alone as Chrysler’s midsize car, covering the full range of buyers. Whether Chrysler can attain the volumes it needs while having a “premium” 200 is an open question that Chebad may be unable, rather than unwilling, to answer until the market speaks.

As for luxury brands and luxury Chryslers, the Maserati Quattroport and Ghibli are believed to be based on the Chrysler LA and LX platforms, sharing many components (other than engines), and the Levante is based on the Grand Cherokee; while Alfa Romeo and Dodge will share a midsized rear wheel drive car, at the least. It appears that, once again, Chrysler’s “luxury brand” will be that of its parent company — but this time, much more will be shared, both ways, and Chrysler should benefit. As Saad Chebad said, the luxury 300 uses the same upholstery as a Ferrari, and Viper’s seats come from Ferrari’s supplier.

Read the full Saad Chebad interview


Fiat-Chrysler profits plunge in second quarter


Fiat S.p.A. announced its second-quarter results from Turin this morning for what could be the last time, if shareholders approve the Fiat-Chrysler merger on Friday. Worldwide shipments rose 2%, to 1.2 million, in the second quarter as revenues rose 5% to $31.2 billion NAFTA region shipments grew 10% while Asia Pacific (APAC) region jumped 42%....

Italian action could help Fiat-Chrysler


According to a report in Italian financial newspaper Il Sole 24 Ore, the government is considering offering tax incentives to boost car sales in the country. “We are thinking of using fiscal levers to encourage a renewal of our car stocks,” Transport Minister Mauritzio Lupi said today. “We are evaluating this project because that is what it means to have an industrial policy for this country.” “We have the oldest fleet in Europe,” Lupi went on to say....

Charger squads: still 5-speeds?


Allpar’s sources tell us that, despite the clear acceleration and fuel-economy benefits of the eight-speed automatic, the police are demanding that Dodge stick with the old Mercedes five-speed on Charger squad cars. In 2014, both police and civilian Chargers had the five-speed, though civilians got the eight-speed with the V6 — and in 2015, the eight-speed will be the only transmission in any civilian Dodge Charger, including the SRT....

Ford’s towing claims: brag or bluff?


In today’s print edition of Automotive News, Larry Vellequette wrote about one more facet of the ongoing battle for bragging rights among pickup manufacturers. This time, Ram is engaged in a tussle with Ford over top towing rights. Ford claims the championship over the Ram 3500, saying its 4X4 crew cab heavy-duty pickup can tow 31,200 pounds, 1,200 more than the Ram 3500 regular cab 4X2, which Chrysler maintains has “best-in-class” towing....

Categories: Chrysler, Future Cars and Rumors, Promotion and Pricing.

2015 300 spotted

Hellcat ring-tones
Fiat-Chrysler profits plunge in second quarter
Italian action could help Fiat-Chrysler

Chrysler Cars at Allpar

Recent Chrysler News

Please read the terms of use! Information is presented to the best of our knowledge. Plans change and sometimes mistakes are made. Any decisions or purchases made based on this site's verbiage or images are done at the reader's own risk. * Mopar, Dodge, Jeep, Chrysler, HEMI, and certain other names are trademarks of Chrysler, LLC. We are not Chrysler. We are not responsible for the consequences of actions taken based on this site and make no guarantees regarding validity or applicability of information or advice. The Webmaster is not an expert. Copyright © 1998-2000, David Zatz; copyright © 2001-2013, Allpar LLC. All rights reserved.