Chrysler has its most impressive periods of spectacular design and innovation right after hitting bottom. The company's fall from grace in the 1970s led to a reconstruction in the 1980s that culminated in the era of the Viper, Ram pickup, LH sedans, and the Chrysler 300C. And while those successes brought Chrysler to new heights, other forces were working against America's number three automaker.
The lesser models struggled to keep up with the industry. Cost cutting worked to bring the Neon to market, where it did fairly well, but continued pricing reductions brought down other models. Lower-quality interiors and extensive platform sharing made Chrysler's entry-level and mid-range cars uncompetitive. The collapse in sales, heightened by the bottom falling out of the economy, pushed the company into bankruptcy.
Then, in February, Chrysler employed what was arguably the most powerful Super Bowl ad of 2011 to announce its return. Images of Detroit, good and bad, flashed across the screen to a driving beat. A voice announced that the city has seen its ups and downs, just like Chrysler. "What does this city know about luxury?" he intoned. "What does a city that's been to Hell and back know about the finer things in life?"
After touring the city, rapper Eminem emerged from a black Chrysler 200 in front of the Fox Theater. As the gospel choir on stage stopped singing, he pointed into the camera and said defiantly, "This is the Motor City, and this is what we do!"
Punctuating the statement, the simple words "Imported from Detroit" appeared on the final black panel with the Chrysler logo.
Yes, this mini-movie was an over-the-top way to introduce the Chrysler 200, but it was necessary. The 200 marks the beginning of the latest chapter in the 85-year Chrysler saga.
Chrysler brought out the Sebring name to replace the mid-sized Cirrus in 2001, and it was a success. The nicely appointed and attractive Sebring sold well and kept the Sterling Heights plant humming. When it came time to replace the Sebring, the proverbial wheels began to fall off.
A new "global" four-cylinder engine (developed with Mitsubishi and Hyundai), along with Chrysler's powerful 3.5L SOHC V6, couldn't overcome the low-rent interior and incoherent exterior styling. Sales plummeted.
With a new lease on life, and with the help of Fiat, Chrysler focused on salvaging this car. To break from the past, the revamped model dumped the old name. The new 200 moniker linked the car to its popular big brother.
Names aside, plenty of work was needed to take the Sebring to the level that could be the foundation of a return to luxury cars for Chrysler. Plenty of work has been done.
Fresh out of bankruptcy, Chrysler couldn't afford to develop an all-new car. Nor did they have time to do so, since this car needed to be on the market immediately. What they did do, in two short years, is a remarkable testament to the abilities of the American automobile industry.
Derived from the DaimlerChrysler-era Airflite concept car with its long hood and extremely short deck lid, the old car's styling was cleaned up. A revised rear fascia hides underbody parts better than in the Sebring, which had a particularly awful and cheap view from behind.
Oversized headlights and taillights that gave the Sebring a squat look were replaced with more contemporary optics. LED lights give the whole vehicle new proportions more in line with its longish (108.9-inch) wheelbase. Hood lines, originally adopted from the Crossfire coupe, gave way to a cleaner and
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