Chrysler promises new models galore
BY BRUCE NEWTON | 31st Aug 2004
It aims to do that by introducing two all-new vehicles every year beginning with the Chrysler 300C luxury sedan in late 2005, and launching the working class Dodge brand in 2006.
"From the 300C onwards, we should have a new product offering every six months between the three brands," explained CJA/P managing director Gerry Jenkins. "So over about two or three years we will start to have a family of … products here in Australia.
"By the end of 2007 we intend to have twice the amount of vehicles in the showroom that we have now. I am not just talking Chrysler, I mean Chrysler, Dodge and Jeep. So we are principally going from six vehicles to 12 or 13 by the end of 2007.
"When you start adding it up you start getting some interesting volumes. Not nearly as much as say Subaru or Mazda, but in time over several years we hope to get to that level.
"That’s going to take a lot of time, a lot of years and a lot of product. But our product plan is very ambitious going forward." Mr Jenkins certainly isn’t setting CJA/P a trifling task. Subaru’s growth has been the envy of the car industry, the franchise moving from 8469 sales in 1996 to a forecast 33,000 in 2004.
No less impressive is an average customer invoice for the brand heading for $40,000.
Mazda Australia has been almost as spectacular in its rise from 27,505 sales in 2000 to 53,217 sales in 2003.
CJA/P is estimating it will finish at around 7000 sales in 2004, with Chrysler roughly static and Jeep up around 10 per cent.
Although unwilling to name future product names going far forward, Mr Jenkins did confirm: * A facelifted Chrysler Voyager people-mover in September. While incorporating the Crossfire-style corporate face, it will not include the ‘Stow 'n Go’ seats launched at the Detroit show last January, for ADR reasons.
* A 2.4-litre version of the Chrylser PT Cruiser in early 2005. Trading up from the current 2.0, this unit produces 112kW and 285Nm.
* The 300C large rear-wheel drive luxury sedan that will come to Australia in the third quarter of 2005, fitted with a choice of 3.5-litre V6 and Hemi 5.7-litre V8 engines, the latter utilising displacement on demand technology (MDS = Multiple Displacement System) for improved fuel economy.
* The all-new Grand Cherokee (pictured above) by mid 2005 with a choice of V6 and V8 power.
The Dodge brand will launch in Australia with the small car codenamed PM49 as its first model. Priced to compete against the likes of the Mazda3, Mr Jenkins expects it to be a sales leader for the group in Australia.
"I don’t know about number one selling but we certainly hope to do heaps of volume," he said. "We are entering into the C segment which is a very strong segment here in Australia and it certainly has the potential to be one our best selling vehicles.
"But Cherokee has exceeded our expectations, God knows what the upper limit is. 300C could be another winner for us. It could go really strong. We are very positive about 300C." On the flip-side, the Chrysler Group’s left-hand drive focus on the US market means there is plenty of niche vehicles that are either being mulled over or already rejected for Australia.
Cars on the maybe list include the Chrysler PT Cruiser convertible, the supercharged SRT-6 Crossfire and rear-wheel drive Dodge Magnum station wagon.
No-goes include the PT Cruiser Turbo, 300C SRT-8, Dodge Viper and the Dodge family of utilities including Dakota and Durango.
Yet to be - but on Mr Jenkins’ wish-list - is the seven seat long wheelbase Grand Cherokee (sometimes referred to as Commander), the next generation Wrangler in two wheelbases, a mooted compact off-roader to take on the likes of the Toyota RAV4 and the remade Dodge Charger, based on the LX rear-wheel drive platform with Hemi V8 power, "I have my fingers crossed," said Mr Jenkins. "I know there is equity in that name and I would like to bring it back here to Australia."