Successful 300C has Chrysler Considering Upping Production

Dodge has Automotive Press Speculating on New Charger Design

Whats the hottest new 2005 model to hit the streets so far this year? Without a doubt its Chryslers modern day muscle car, the 300 sedan. The domestic brand can hardly keep any in stock to show customers who are willing to factory order and wait for delivery, the kind of "quality problem" most of its rivals would like to be experiencing right now.

"Demand for both the 300C and the HEMI has been beyond our wildest dreams," commented Chrysler Group CEO Dieter Zetsche to Detroit News earlier this week.

At least as appealing as the 300, Dodges Magnum sport tourer (wagon) is about to arrive in dealerships across the nation next week, followed up by a new 4-door Dodge Charger next year. What will be next for the rear- and all-wheel drive LX architecture? A HEMI Cuda? Only time will tell exactly what comes down the pike, but the domestic automaker has hinted at plans to bring to market a variety of future head-turners, with a convertible expected to be added to the mix.

According to the domestic automaker, about three quarters of the HEMI engine plants production goes to new car, SUV and light pickup truck models, which include the 300C, Dodge Magnum R/T, Grand Cherokee, Dakota, Durango, and Ram 1500, with one quarter going to the Dodge brands heavy-duty Ram 2500/3500 pickups.

The new models, including the Magnum and Grand Cherokee, will only add to the strain the automaker is feeling in its Saltillo, Mexico HEMI plant, which began producing the storied engine in 2002 and is projected to build up to 440,000 engines this year. While production has already increased, by "breaking some bottlenecks" according to Zetsche, Chrysler is also making plans to up production by adding extra shifts to the Saltillo plant.

"We are much more flexible in Mexico with regard to what we can do versus our U.S. plants," stated Zetsche.

Meanwhile, despite the backlog of orders the 300 line in Chrycos Brampton, Ontario plant was temporarily slowed to up production of the Magnum sport tourer, making sure a sufficient supply of the new model gets out to dealerships before its official launch next week.

But still, demand will most likely outstrip supply. With this in mind Zetsche told the group of journalists that production may continue through the traditional two-week summer shutdown in order to keep up to the outstanding orders.

"We are talking with the union to see what is possible," added Zetsche.

When asked by one journalist whether he was surprised by the early interest in the 300C, "Zetsche responded with, "I wouldnt recommend planning for this kind of success."

And just how strong have 300 series vehicles been? From mid-March to the end of May, 2004, Chrysler retailed about 23,000 V6 powered 300 sedans and HEMI V8 300Cs. Compared to approximately 17,000 Chrysler Concorde sales during the first 5 months of the year, its no wonder why the domestic automakers is pleased.

A smiling Zetsche added, "It shows what happens when you focus on a total package, inside and outside and deliver styling that hits emotions."

While it is true that the 300 is selling well without incentives, a goal Chrysler Group attempted, but ultimately did not to achieve with its Pacifica crossover, naysayers have pointed out that the popular sedan is actually priced below what it "should" be sold for, based on other cars within its class. While that may or may not be true, it doesnt really matter as value conscious consumers are the winners in the end either way.

So, has Chrysler created an anomaly with its 300 sedan or is the automaker truly on a roll? Zetsche emphatically believes the latter, especially when discussing the new Dodge Magnum sports tourer.

"People told us when we started out with the Magnum that station wagons are dead, and I said, I dont give a sh!t, whatever it is we will double it by delivering a functional car people want," commented the outspoken CEO.

Not all are as bullish about the sport wagons success mind you, with some auto analysts and Chryco insiders alike not feeling it will garner the same level of interest the 300 has. While this may be true, it wont matter now that the domestic carmaker has announced the upcoming 4-door Charger sedan. This will allow Chrysler Group the flexibility of upping production for the more popular model while still keeping the more niche vehicle to round out sales.

Chrysler Group has only shown its new Charger to a group of auto analysts thus far, with enthusiastic results (see news archive for June 4, 2004: Chrysler Group Unveils New Chrysler, Dodge and Jeep Vehicles). Just what the new vehicle will look like has been kept secret to the automotive press, however, leaving mere speculation to satisfy the interests of new car buyers. While the Charger may look similar to the Charger concept shown in 1999 when it arrives next year, it is entirely possible the automakers design team will deliver something closer to the Super8 concept shown in 2001, which features hints of the Magnum in its bold, crosshair grille.

No matter what the new Charger design uses for inspiration, the automotive press is talking about it and its exciting new siblings much more than most other new vehicles. Such positive attention must be a refreshing change for an automaker that has received its share of negative headlines over the last few years.