CHRYSLER PLANS CONQUEST WITH HEAD-TURNER

by Philip King

            Chrysler believes it finally has the car to rebuild the brand in Australia and start selling in respectable numbers: the 300C.

            With the distinctive sedan now reaching showrooms it will be the first large rear-drive car from the third American maker to be sold here in 24 years. It represents a bold challenge to established offerings from Holden and Ford.

            “This is going to be the face of Chrysler- we expect this to be our best-selling nameplate,” said Chrysler Australia managing director Gerry Jenkins at the launch of the car in November. “We’re trying to use this as the vehicle to grow our business in Australia. We’re not simply looking for substitution from Grand Cherokee buyers. We’re trying to look for some conquest business.”

            The 300C has already chalked up 200,000 sales in other markets and garnered a swag of awards, especially in the United States, where it has been on sale since April last year. It has special resonance there as it revives the “letter” series of Chrysler models that began in the mid-1950s and were a high water mark for the extravagant fins-and-horsepower cars of the time.

            The 300C’s 5.7-litre Hemi V8 power plant presses nostalgia buttons too. Named for the shape of its combustion chamber – “Hemi” stands for hemispherical – the new engine plays upon the reputation for power of the 1960’s units. This Hemi has already appeared under the bonnet of the new Jeep Grand Cherokee, which only recently went on sale.

            In keeping with its name, it has an old fashioned flavour with an iron block and pushrod-operated valves, but deploys up-to-date software to deactivate four of its eight cylinders when cruising and keep claimed fuel consumption down to 12.1 litres per 100km.

            Marketing aside, the 300C might owe something to 1950s and ‘60s models – but most obviously follows the modern Americana theme that has been the hallmark of most recent successful Chryslers, and can already be seen in the PT Cruiser hatchback and Crossfire coupe and roadster.

            Chrysler expects the 300C to outperform those cars and achieve 1,400 sales in its first 12 months. It targets the large Holden Statesman and Ford Fairlane but also hopes to recruit buyers from the performance divisions of those brands, and even sway some away from European luxury marques.

            “What is so special about this vehicle? It is styling. It will certainly turn a lot of heads,” Jenkins said.

            A 3.5-litre V6 model gives the 300C entry point pricing below the luxury car tax at $53,990. The alloyV6 employs 24 valves and twin overhead cams to develop 183kW of power and 340Nm of torque.

            The Hemi V8, with 250kW/525Nm, comes in at $59,990. Both engines drive through a five-speed automatic.

            “We’ve been very keen on the pricing to put Chrysler back on people’s shopping lists,” said the general manager for marketing. Mike Ross. Sixty per cent of buyers are expected to opt for the Hemi.

            Both models come standard with leather upholstery, power-adjust and heated front seats, split-fold rear seats, dual-zone climate control, cruise control, trip computer, auto-wipers and rear parking radar. A sunroof, premium paint and Boston Acoustic stereo (for the V6) are the main options.

            Although shorter than a Statesman in overall length, Chrysler says the longer wheelbase of the 300C means exceptional interior space and strong ride and handling qualities. Suspension at the front is by double wishbones with a five-link set-up at the rear. Both models run on 18-inch alloys with 225/60 tyres and use vented disk brakes all round.

            Safety equipment includes electronic stability control, traction control, front and side curtain airbags and brake assist. In US testing the 300C achieved a five star rating from the National Highway Traffic Safety Administration. It has yet to be tested by the NCAP program recognized here, although the car has been on sale in Europe for some time and all export markets are supplied by the Magna Steyre factory in Austria, which also builds the Chrysler Voyager and Grand Cherokee.

            It has had to wait a long time for the 300C, but Chrysler Australia expects to expand the range rapidly with approval expected early this year for a 3.0-litre diesel model and the 6.1-litre V8SRT performance special. A wagon body style is also scheduled.

            And Chrysler Australia can hardly conceal its delight at having such a head turner in the vanguard of its Australian push as it prepares to relaunch the Dodge brand locally in about 12 months.

Editors Note:   These articles by Philip King first appeared in the Australian Wednesday, November 2^nd 2005.