Chrysler 300 is Carmakers Conquest Car

Chrysler Group Sales are Up Overall

With the kind of sales success Chryslers new 2005 300 is having over traditional luxury marques, the domestic brand should have dug up an old name from the past and dubbed it the Conquest.

As reported by Automotive News, the Power Information Network has stated owners of Mercedes-Benz, BMW and Lexus models are starting to trade up to the Chrysler 300, at least in small numbers based on early buyer data.

It makes sense that premium luxury buyers would consider Chryslers new 300-series sedan over top-tier European, high-end Asian and direct luxury competitors from Cadillac and Lincoln. Buyers arent as brand loyal as they used to be, and the 300, especially in HEMI-powered 300C form, offers a lot of car for the money.

Why would an Audi or Acura owner trade up to a Chrysler? Quite simply the 300 comes to market with a more distinctive design, greater interior room, a full load of luxury features and superior performance over the majority of rivals, all for a much more attractive price - V6 300s start at $23,595 while the 340 horsepower 300C with its HEMI V8 delivers an astounding 390 lb-ft of torque to the rear wheels - an all-wheel drive version will be available in the fall - is available at $32,995. The fact that the domestic sedan sports Mercedes-Benz derived suspension, steering, driveline and active safety components doesnt hurt its case either.

With such attributes in mind, a luxury import buyer can trade-in an out-of-warranty BMW or Lexus for an equally or better equipped Chrysler 300, featuring one of the nations longest powertrain warranties, and come out with cash in hand. In todays price sensitive economy, such is hardly a difficult decision for many consumers to make.

Ralph Gilles, the Chrysler 300s chief designer, stated the car is selling well because it appeals to a variety of demographic groups. In base or leather-equipped Touring edition trim levels, the latter starting at $27,395, the 300 targets traditional midsize family car buyers, many of which will appreciate the Chryslers premium quality interior and distinctive appearance, especially when looking at alternative prospects which include cars such as the somewhat nondescript Ford Taurus and Toyota Camry, or cars with lower perceived quality such as Chevys Impala or Pontiacs new Grand Prix. At the over-$30K end of the scale, a price point some of the aforementioned competitors reach when options are added on, the 300 continues to drive value.

So what is the result of its first full month of availability? In April of 2004, the new 300 sold to 9,543 U.S. customers, helping to boost Chrysler brand sales up by 28 percent to 51,491 units compared to April of 2003, when the brand was only capable of 40,323 sales.

"Timing is everything," commented Gary Dilts, Chrysler Group Senior Vice President of Sales. "Our new product blitz is well timed with the economy that is showing continued improvement. Inflation remains at an historic low, the unemployment situation continues to improve and consumers ability to buy remains positive. The time is right to purchase a new vehicle."

The positive timing issue may be ideal in some respects, but now that fuel prices are rising over the $2.00 per gallon mark, Chrysler may curb its successful horsepower-oriented HEMI marketing campaign and instead focus attention on the engines advancements around fuel efficiencies. The new 5.7-liter V8 boasts industry leading cylinder deactivation technology, which increases efficiency by up to 20 percent without sacrificing power when needed. The 300 will also be available with a fuel conscious turbodiesel in Europe, but there is no word on whether such an alternative will be available in the U.S.

Chrysler Group Sales are Up Overall

In other related news, Chrysler Group sales were up 1 percent to 189,011 units in April of this year, from 187,086 units in April 2003, continuing the positive trend started in the fourth quarter of 2003 and continued during the first quarter of 2004.

Gary Dilts, Chrysler Group vice president of sales, stated sales of vehicles such as the full-size Ram pickup, Chrysler Pacifica crossover, Crossfire sports coupe, and PT Cruiser all increased. Dilts also noted that even though sales have just started, the 2005 Chrysler 300 has received an excellent reception in dealerships and the production of the new PT Cruiser convertible is virtually sold out.

"As we look out, we see some pretty good signs for the future. Weve been waiting for this quarter for three years. Were finally armed with our new products," Dilts stated.

It will be interesting to compare the results of April to those of the next few months, after Chrysler Group launches its 300 series-based Dodge Magnum sport tourer and new Crossfire convertible. Chrysler Group is hot property now, with a surge of market interest that is bound to bring strong profit margin to DaimlerChryslers bottom line.