QOTD: Where to Go for a Chrysler Halo?

Steph Willems
by Steph Willems

As often happens here at TTAC, yesterday we brought you a story that illustrates the Chrysler brand’s slow decline — both in sales and in status. Yes, the brand is pulling out of several countries, even as sales in its home country have declined, year-over-year, for 23 straight months.

The Chrysler brand, once the pinnacle of American near-luxury, has been shedding models at breakneck speed. With just a minivan and an aging full-size sedan in its lineup (due for price cuts in 2018!), even Rolls-Royce’s stable sports more occupants. Meanwhile, sales have followed suit — slipping from 649,293 U.S. vehicles in 2005 to 231,972 units in 2016. The brand will be lucky to break the 200k marker this year.

Fiat Chrysler Automobiles doesn’t seem content to let its one-time prestige brand wither to oblivion, however, so two saviors are on the way: a three-row midsize crossover due for 2019 and a full-size crossover scheduled to appear for 2021.

It seems that Chrysler could use a little attention; something to get eyeballs on the company. The brand that brought us the New Yorker, Fifth Avenue, Imperial and, for better or worse, the Crossfire, could use a halo vehicle. Something aspirational. Certainly, sales considerations aside, a full-size crossover (rumored to carry the Aspen name, yet again) doesn’t strike us an appropriate range-topper. What would you like to see Chrysler build?

We already know Chrysler isn’t dropping the 707-horsepower Hellcat engine into the 300, which prevents its sole remaining car from being that lusted-after halo. Forget about it.

Sadly, as much as everyone enjoys feasting their eyes on a slinky, uplevel coupe (think Buick Avista), these vaporware offerings never see production, and the public knows it. Besides, coupes — non-four-door, non-4WD coupes — are as scarce as Chryslers these days. Frank Sinatra’s not coming back, and neither is the Imperial.

An ultra-lux sedan seems doomed from the get-go. Buyers want big utility vehicles, and Chrysler has a hard enough time moving 300s. Is it time for LeBaron? A droptop? Maybe a Hellcat-powered sports coupe? Perhaps some bizarre mish-mash of performance car and utility vehicle?

What range-topping Chrysler production vehicle would emerge from your brain if Sergio handed over the product planning reins?

[Image: imperialclub.org]

Steph Willems
Steph Willems

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  • 200k-min 200k-min on Oct 25, 2017

    I'm not sure what neighborhoods you all live in but Chrysler is a dead brand as it stands today. Nobody in their right mind would be caught dead in either of their offerings. Plenty of Honda and Toyota minivans around the upper middle class suburban enclave but not a single FCA model. Those are for service vehicles. Lots and lots of BMW, Mercedes, some Lexus...nada on the 300. Those are driven by drug dealers and wannabe gangsters. There are some Chargers from dad's wanting to relive the 70's just like there is the guy with the new Lincoln Continental and the random Corvette. Meanwhile the masses are driving CUV's from every brand and Accords/Camrys/Fusions en mass. Oh and I forgot - plenty of hybrids too. What CHRYSLER needs to do is develop a good (i.e. quality) FWD platform that can compete with the mass production vehicles from the competition. They did that in the 1990's with the LH cars. They went down a rabbit hole chasing the next fad for 20 years while Honda & Toyota kept refining. Look where it got them... A brand-new competent platform that can have a competitive mid-size sedan, CUV and hybrid to fill the mass market is what's needed - not a halo or uber-luxury or any niche. Those spots are taken and quite frankly, not going to cede ground. Out engineer the Camry and Highlander...that should be the challenge - and personally I'd love to see it, just not wagering money on it.

    • JimZ JimZ on Oct 25, 2017

      "What CHRYSLER needs to do is develop a good (i.e. quality) FWD platform" people don't buy platforms.

  • YeOldeMobile YeOldeMobile on Oct 25, 2017

    I'm really late to this QOTD, but the way I see it Chrysler has very limited options considering FCA's current brand strategy. The nigh-mythical Chrysler SUV probably depends a lot on the Stelvio if not the 2018 Wrangler chassis, considering we haven't seen any concepts of it yet. But while a Chrysler SUV will probably sell well (one of my co-workers has a Chrysler SUV he loves), I think Chrysler's halo car should be a... hybrid Chrysler pick-up truck. Chrysler is already leading FCA in the US in pursuing green and low-emissions tech with the Pacifica hybrid. And Chrysler is still pursuing a luxury image with the new Pacifica and the old 300. If they can produce a convincing hybrid pick-up that can borrow some of the power of Dodge and feature luxury to compete with Ford and Chevy, I think it could be a surprise hit for them. People say that Chrysler doesn't have any brand cachet left. I think that's more true on the coasts and internationally, but here in the Midwest I do still see new 300s, new Pacificas, and the occasional Crossfire, 200, or other relic on the roads. In order for Chrysler to be successful, it has to build a proper, distinct brand identity that aligns with the 300 and Pacifica. And if Chrysler still wants to stick with the strong, tough, "imported from Detroit" image, a pick-up truck would provide some real-world strength that the brand lacks, and feed off what remains of Chrysler's name in the interior of America while potentially creating new market opportunities. I also think it'd be funny as hell to see Chrysler die on the hill of hybrid utility vehicles.

  • Kwik_Shift Brands that were considered from China include BYD, Dayun, Great Wall Motors, Maxus, Nio, Omoda/Chery, Seres, XPeng, and Zeekr. KG Mobility from South Korea also made the list of candidates.That's a lot of car companies from there ready to head here.
  • Analoggrotto Clean sweep and unanimous victory for the world affluence engine of 22nd century : Hyundai/Kia/Genesis. Toyota and Lexus, for 120 years of history have not been able to capture the zenith superlative status of Hyundai Motor Corporation the most awarded, decorated and revered automotive corporation in the history of historical. Featuring best ever, first ever and greatest ever e-ATPs the Hyundai Genesis Kia lineup is posed to become the envy of every country club, ivy league college and fortune 500 corporation in the world. I've been taking a roadtrip in my loaner Elantra N, visiting colleges from east to west, elite universities of higher learning to inspect their parking lots. WHat did I find? Leagues of Genesis models, outnumbering Lexus 3 to 1. When I interviewed faculty and staff at these places of greater learning, their response was unanimous : they chose HMC for the ATPs.
  • Mikey 2019 Chevy Impala Premier FWD with 20 inch factory Bridgestones. I'm looking at replacing tires at the 65,000 KLM's (40,000 miles ) mark ....It doesn't thrill me .. I'm pricing Michelin Cross Climate 2 tires ouch !! ..Up here in Canuckastan ....Big $$$$$
  • ToolGuy Honda was robbed.
  • ToolGuy "Honey, someone is trying to cross the moat again"
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