2004 Dodge Sling Shot Concept
Is the Sling Shot a Long Shot for North America?
Chrysler Group is in a unique position compared to its domestic rivals. It has the ability to share technologies with its parent companys top-tier division Mercedes-Benz, putting it at a distinct advantage over GM and Ford.
Why? GM has Cadillac and Saab, both premium brands while Ford has Jaguar. The difference is that GM and Ford outsource many of their key components, such as transmissions, while Mercedes-Benz develops its in-house.
Take Chryslers newest 5-speed automatic transmission, for an example. Cadillacs advanced 5-speed unit is manufactured by ZF, the same company that supplies automatic transmissions to BMW, among others. Its a great transmission, but too expensive to buy for any rear-wheel drive derivatives in lesser brands such as Chevrolet - excluding possibly the Corvette.
With Mercedes-Benz just recently launching its 7-speed automatic, Chrysler Group became the beneficiary of the outgoing 5-speed, still state-of-the-art among lower priced vehicles. Chrysler has also adopted the E Class rear suspension. Both technologies will now be made in its Indiana manufacturing facility.
While this technological advantage might not remain the same as time pushes forward, it is the case for now. Case in point is Chrysler Groups new 300 series of sedans and Dodge Magnum sport wagon, featuring rear-wheel drive or all-wheel drive configurations, a 5-speed automatic transmission with manual shift capability, and a sophisticated 5-link rear suspension. Chrysler throws in its all-American HEMI V8 horsepower and the rest is history, literally.
Most recently weve witnessed this process played out in the domestic automakers most recent products, starting with the Pacifica crossover that features M-B derived suspension components, to the Crossfire that is close to forty percent SLK.
But the technology advantage may not just end with powerful sports cars, sedans and crossovers, the domestic division might just get the opportunity to tap into what is becoming a lucrative subcompact market.
While not as burgeoning in the U.S. as in Canada, and not even close to the growth in Europe and other global markets, something along the lines of the Dodge Sling Shot poses a unique opportunity for Chrysler Group. Not only would it strike a chord with young, less affluent drivers in North America, but it could definitely open the same kinds of doors in markets which the Ram brand is less known.
For instance, Dodge is targeting Europe as a new growth opportunity. Jeep products have long been revered by Europeans, while the Chrysler badged Caravan is gaining in popularity. The Viper, that has also worn the blue ribbon logo throughout its European tenure, is an icon of American excess - albeit the kind of excess the majority of car enthusiasts appreciate.
DaimlerChrysler will re-launch Dodge (yes it was once part of the European "roadscape") in Europe with the introduction of the recently updated Viper SRT-10, this coming September at the Paris motor show, to be sold alongside Chryslers and Jeeps through existing Chrysler Jeep retailers. The event coincides nicely with the nameplates nonagenarian birthday celebrations -- yes Dodge turns 90 years old in 2004.
According to Simon Elliott, managing director of Chrysler Jeep in the U.K., the addition of Dodge "will reward our dealers for their patience during a time when we have had little new product."
"Our focus outside North America will be on passenger cars, even though in the U.S. the Dodge brand is often associated with pickup trucks, SUVs and minivans," stated Joe Eberhardt, executive vice president for global sales and marketing.
But that doesnt mean it will abstain from selling trucks in Europe, with the next-generation Dakota being targeted for global sales. Interestingly, forecasts are for the brands number of right-hand drive and diesel powered vehicles to double over the next four years.
The introduction of Viper "will be followed by a portfolio of new international Dodge passenger cars starting in 2006," added Dieter Zetsche, Chrysler Group president.
These will include a 5-door family car, possibly the new Magnum sport tourer, and a midsize sedan which will without doubt be the next-generation Mitsubishi Gallant based Sebring. The third-generation Neon will show up as well when it becomes available.
The diminutive Sling Shot, based on DaimlerChryslers smart roadster (the lower case spelling of smart is intentional), is also expected to join the European Dodge ranks by about 2006.
Whether so small a car would be deemed advantageous to Dodge in the North American market is another question. Its about as far from the brands new HEMI image as any car could be, what with a 90-hp 3-cylinder engine good for accelerating the Sling Shot from zero to 50 mph in about 10 seconds - thats 50 mph not the usual 60 by the way. Its 45 mpg fuel economy would definitely help boost the divisions CAFE (corporate average fuel economy) rating mind you.
But there are much slower cars currently on the market, and the Sling Shots low ride height should make it feel faster than it really is - if distant memories of piloting a certain BRG MG Midget can be relied upon.
The concept features a sophisticated 5-speed manual transmission, rack-and-pinion steering, 4-wheel independent suspension system and 4-wheel disc brakes, which should translate into extreme competent handling characteristics.
Like the original Viper R/T 10, the Sling Shot features a removable targa-style hardtop that can be stored in the trunk, turning the little coupe into a convertible. Alternatively it features a canvas roof panel that "slides back and out of the way like a roll top desk," states Chrysler Group.
This brings to light a truly stylish interior, a motif that Chrysler Group refers to as "machined." This includes a cylindrical aluminum gearshift knob that looks like a tiny engine piston, gear shaped aluminum bezels surrounding gauges laid out to mimic the cars mechanicals, and additional aluminum trim for that industrial look that has become so popular as of late. The leather clad seats are extremely sporty as well, featuring the brands Ram logo stamped into the headrests.
On the outside the Sling Shot pulls frontal styling cues from the Dodge Razor concept of two years ago, and some Crossfire in the rear fenders. All in all its an extremely exciting design, one of my favorites of the Detroit show actually.
"Sling Shot is a dynamic, creative look at the never-ending quest to offer visually exciting design, structural integrity, operating efficiency and the all -important fun-to-drive quotient in an affordable, entry level sports car," commented Trevor Creed, Senior Vice President - Chrysler Group Design.
Small car enthusiasts can only hope that Dodge will bring the Sling Shot to North America, and the division should consider it. After all, despite the exotically-priced Viper and Ram SRT-10 models, Dodge is the economy brand in the domestic threesome. The Sling Shot, along with a couple of subcompact variants, might be ideal for targeting youth-minded sports car buyers. So what if the tiny subcompact is the polar opposite of its new HEMI-minded brand strategy, when youre struggling financially its all about grabbing marketshare and making money right? No doubt, the Sling Shot would effectively remedy at least one of these objectives.