Chrysler Groups Massive Product Offensive Expected to Boost Sales

New Chrysler, Dodge and Jeep Vehicles Coming in High-Volume Segments

Outgoing Chrysler Group COO Wolfgang Bernhard, who will soon take over as CEO of Mercedes-Benz, is bullish for Chrysler Groups future, recently stating that the financially challenged DaimlerChrysler division should soon experience dramatically improved sales as the result of an insurgence of all-new and redesigned cars and trucks.

"I think in the second quarter we should start to see some lift there," commented Bernhard.

But Chrysler Group has already introduced a bevy of new models to the market within the last few months, the first under the Chrysler nameplate being the Pacifica crossover, which after a bit of a warm-up has become the most popular luxury SUV in North America. The second is the Crossfire coupe, a sexy sports car that will do more to improve the upscale brands image than pad its bottom line. The last Chrysler is the PT Cruiser Convertible. Again itll be a big seller in the ragtop market but still a niche player for a volume automaker.

What about Dodge? Only the completely redone Durango has debuted this year, albeit a strong launch that has quickly brought it to the top levels of its segment.

Jeep? Its new models havent reached the market yet, but like another barrage of new cars, trucks and SUVs coming from Chrysler and Dodge, sales should get even hotter soon.

Thats exactly what Bernhard is talking about when he says, "Things are taking off at this point in time."

What new vehicles is the ex-COO referring too? Getting the most press has been Chryslers rear-wheel and optional all-wheel drive 300 sedan, a true premium level vehicle, the top-most version of which gets the most powerfully-tuned modern-day 5.7-L HEMI to reach the market - 340 horsepower and 390 lb-ft of torque.

Dodge gets a version too, but rather than a conventional 4-door sedan its a functional sport wagon that has made quite a stir among enthusiasts on the auto show circuit. While featuring the same Mercedes E Class-derived undercarriage, 5-speed transmission and steering system as the 300, the Magnum does it all for a base price of $21,870, with the HEMI powered R/T starting at a mere $29,370.

What else will show up soon? Dodge has a new Dakota on its way, a volume seller that is sure to fill the Ram brands coffers. The Dakota looks smart with angular fender flares, wraparound headlamp clusters and taillights similar in appearance to the new Durango, inspired by the double-bubble lenses featured on the current Jeep Liberty. Inside its an improvement over the outgoing Dakota, especially at dash central with better integrated audio and HVAC controls on an upscale interface. Rear seat legroom is up, while black-color hollow headrests offer protection to rear passengers and better visibility for the driver. The new truck is expected in September 2004.

A chorus of oohs and aahs could be heard when Chrysler Group COO Wolfgang Bernhard presented the production ready Ram SRT-10 during a November full-line preview in Detroit, and for good reason. Its 5 second 0 to 60 sprint is unheard of for the pickup truck category, the direct result of a Viper derived 500-hp 8.3-L (505 cu in) V10 with 525 lb-ft of torque delivered through a 6-speed manual transmission to the rear wheels. Dodge continues the 500 theme by offering an audio system with the same wattage. Handling is reportedly sports car like, due to significant suspension improvements, lightweight components, as well as standard 305/40ZR22 114 W Pirelli Scorpion Zero performance tires. The truck looks sensational as well, inside and out, with comfortable and supportive alcantara sport seats. Fords Lightning is officially dethroned.

The Dodge Caravan doesnt get as much of an exterior upgrade as the Chrysler Town & Country, which itself is only minor, but the introduction of the best-in-class, ultra-functional Stow n Go seats means Chrycos vans should not only hold onto their top spot as the minivan best-sellers but increase their market share.

New Jeeps include the Wrangler Unlimited, sporting a 10-inch extension to the wheelbase pushing its overall length to an increase of 15-inches. Ten inches has been added to the cargo area as well, the Wranglers weakest point. Maximum towing will be 3,500 pounds. A new face-lifted Liberty improves on the old design, featuring a new wider and flatter grille, updated front fascia and revised front fender combination, the latter which integrate thin horizontal blinkers at its base. It will also get an optional Italian-made 2.7-liter common rail turbodiesel ideal for 4x4 purists and the environmentally conscious combined.

The big news for Jeep, however, is the completely redesigned Grand Cherokee. It features completely new and original double rounded front headlamp clusters to tie it in with Jeeps traditional design language, plus angular taillights, and a roofline with thick B-, C- and D-pillars that show some resemblance to the Dodge Magnum when seen from the rear. It will be the first Jeep to boast HEMI V8 power, 47 percent more output than the previous top V8, and join the Liberty with an independent front suspension.

Back to Chrysler, the niche market Crossfire loses its top and becomes a Roadster next month. By fall an even more niche-oriented SRT6 coupe and convertible arrives on the market, featuring the outgoing M-B SLK32 AMGs supercharged V6 with no less than 330 horsepower. The new package should eliminate mere pretenders from the rearview mirror at 5.2 seconds to 60 mph and an electronically limited 155 mph top speed. Zero to 100 to 0 mph reportedly takes only 16.5 seconds. It features the worlds first application of Z-rated all-weather performance tires from Michelin, 220/40 ZR 18s up front and 255/35 ZR 19s in the rear.

With an exciting new lineup of cars, trucks and SUVs its no wonder that Bernhard is feeling so positive about Chrysler Groups futures. The automaker is at the beginning of a new model offensive that includes nine new vehicles in 2004, said to be the most of any auto manufacturer. This is just the beginning according to Ken Levy, VP of corporate communications, who during Detroits full-line preview in November stated that over the next 36 months a total of 20 new models will be added to an already robust lineup.

Whats next? A new larger, more powerful Chrysler Sebring (and Dodge Stratus), reportedly co-developed with Mitsubishi and based on the Japanese brands well balanced Galant, is on the way. But no New York auto show announcement means the popular midsize model is a fair ways off. Being the brands volume leader, the new Sebring will be extremely important to boost overall sales.

Also expected in the next three years is a new Neon, also developed with Mitsubishi and sporting a new 4-cylinder engine designed and built in a joint facility with Chrysler, Mitsubishi and Hyundai. The new compact will be important for global growth.

What about the LX cars? The 300 and Magnum are said to be only the beginning, with a new 4-door Dodge expected to replace the outgoing Intrepid. What about a two-door convertible LX, something like the gorgeous 300 HEMI concept that debuted in 2000? Dont put it past Chrysler, a company that has long had a love affair with drop-tops.

Rumor has it an all-new HEMI powered rear-drive Charger will also debut to take on Fords much improved Mustang, meaning the pony wars could be on once again - are you listening GM?

Commenting on the upcoming product offensive, Bernhard added, "This will finally mean that Chrysler has taken off."

And the fact that Bernhard, who will soon report to DaimlerChrysler boss Jürgen Schrempp as CEO of Mercedes-Benz, has put his heart and soul into Chrysler Groups success, can only benefit the U.S. automaker with the hopes of yet more cooperation between the two manufacturers to improve Chryslers future lineup. Incidentally, ex-General Motors head of manufacturing Tom LaSorda, hired by Chrysler in 2000, will be taking over Bernhards Chrysler post. Without doubt LaSorda will continue Bernhards cost-cutting efforts, part of the reason the domestic automaker has improved its profitability.