There's nothing unusual about seeing a product in an advertisement that doesn't look anything like the real thing. Have you ever gotten a Big Mac that looks like the one in commercials? Classified ads for cars are no exception and are usually assembled by low paid copy editors using stock photos.
One of our readers spotted this ad for WestBorn Chrysler in the Detroit Auto Mart. The ad for a 2008 Dodge Avenger features at least two major flaws. The pictured vehicle is a Dodge Avenger of sorts, but is actually the concept version that was unveiled at the 2003 Detroit Auto Show (as seen on the right). The copy editor obviously just took the Chrysler press photo, removed the background and mirrored it without checking whether it was even a production car. Chrysler has also never built an Avenger that gets 36 miles per gallon! If they did, perhaps more customers would willing to overlook its interior.
As you'd imagine, it's pretty tough to run a successful auto company if there's no viable product in the pipeline. Chrysler has seen its fair share of negative press for not announcing a clear strategy to rebuild the heart of its line-up, namely the Chrysler Sebring and the Dodge Avenger, and it's unclear how much life the aging 300C and Charger platform has in it. According to Chrysler's product development chief, Frank Klegon, though, there's nothing to worry about... assuming that the Feds pull through and "show them the money" they need for future development. If Detroit's number 3 automaker doesn't get the cash? Don't ask.
Klegon also says that Project D is still moving along, though no actual decisions have yet been made as to whether 1) a completely new platform is needed, 2) the old one will be modified or 3) another firm's mid-sizer will be cribbed for the next Chrysler Sebring and Dodge Avenger. Despite rumors of its apparent demise, Klegon reiterated that the Phoenix project to develop next-gen V6 engines is well into the testing phase. Chrysler needs to knock all of these plans out of the park in order to remain competitive.
Chrysler's Project D is in full swing, and the automaker has targeted an end-of-winter date for its decision on how to proceed. As a refresher, Chrysler has set up a team consisting of people from every facet of vehicle design and marketing with the goal of coming up with a suitable replacement for the Pentastar's mid-sized Sebring and Dodge Avenger, which we'll charitably describe as non-competitive. Possibilities for their replacements include creating a completely new vehicle architecture in-house or partnering up with another automaker that already has a well-designed sedan that Chrysler could use as a base for its next mid-sizer. Chrysler's not saying, but we've heard that discussions have taken place with Nissan/Renault, Fiat and, lest we forget, possibly even General Motors. According to the most recent reports, the automaker would actually prefer to partner-up on the project. In the mean time, we'd hope that Chrysler can perform a bit of mid-cycle magic on its Sebring and Avenger to make them just a wee bit more palatable.
Lending further credence to earlier rumors of platform sharing between Chrysler and Nissan, The Wall Street Journal reports that Chrysler is in talks to base its next mid-size sedan on the next-gen Altima platform. Chrysler's "Project D" focuses on finding or designing a suitable replacement for the current Sebring and Dodge Avenger, models which have fallen on their faces with consumers. Other rumors point to Fiat being the chosen platform-supplier. After all is said and done, Chrysler could have a line-up which consists of a small car from Chinese automaker Chery, another small car from Nissan, a mid-size sedan from Nissan and a line of full-size sedans, pickups and SUVs of its own design. While Chrysler's main goal is to become profitable once again, there is certainly some danger in becoming a re-brander of cars from other companies, especially in the hotly-contested mid-size sedan market.
Gas prices are up, which has led to increased interest in midsizers, more specifically, the midsize offerings from Chrysler's competition. The Sebring has taken a 30 percent sales whack this year, mostly due to reduced fleet sales. The Avenger's year has been a little brighter, posting a two-percent gain. Contrast that with everyone else; Malibu, Fusion, and Accord are up ten percent or more this year; and therein lies Chrysler's problem. Ditching Chrysler's outmoded V6 for the four-cylinder powertrain will deliver more competitive fuel economy, if you can stand the NVH increase.
Top heavy with trucks and taking fire over the Avenger and Sebring's interior quality and efficiency, Chrysler's seriously looking at re-jiggering the sedan twins, killing the top R/T and Limited trim levels and sliding some of the good stuff down to the SXT and Touring trim levels. The 3.5-liter V6 will be left out as standard equipment, though, as it doesn't post great fuel economy. The goodies that normally accompany the six, like heated leather power seats, dual exhausts, and 18 inch wheels, will end up as standard gear on the Sebring Touring and Avenger SXT. The prices of those models get bumped - 9.9 percent for the Dodge, now starting at $21,750, and 3.4 percent for the Sebring, offered for $21,670. What's up with the Avenger costing more than the Sebring? We don't know. The Journey is also being considered for this initiative, rumored to be called the "Fight Back" plan, and suppliers had until yesterday to give Chrysler a yes or no on feasibility.
Anyone who's rolling in a 2007-2008 Chrysler Sebring or Dodge Avenger, take note. Chryslerberus is recalling all 181,000 of those vehicles sold during that time to fix an electrical defect that affects unused connectors on the tire pressure monitoring system. Apparently, corrosion can cause a short, and owners could experience their vehicles failing to start, stalling once underway, or some other affectations of the electrical components, including the cruise control. Formal notices are going to be sent out later this month, and dealers have been instructed to locate the problem and seal the affected circuits. Check your mailboxes, folks.
Twenty-four year Chrysler employee Mike Donoughe has left the company after two months in his new post. Named to head Project D in January of this year, the program is creating new mid-sized cars that would replace the Sebring and Avenger and have actually have a chance against the Camcordimabu.
Chrysler says that there was no conflict, but other outlets have reported that Donoughe clashed with CEO Bob Nardelli and so-called Acting Chief Innovation Officer Peter Arnell. Arnell is an outside marketing consultant who also worked with Nardelli at Home Depot, and apparently came up with the Celine Dion/Pacifica campaign (does anyone remember that?). Project D is tasked with developing Chrysler's next-gen midsize cars and also investigating ways for the automaker to be more competitive. (Not allowing demonstrably inferior product like the current Sebring and Avenger to ever see the light of day would be a great starting point.)
We know Chrysler has the talent to get this right, it's only a matter of how much upheaval it will take to do so. And since the new Sebring and Avenger aren't due until 2010 or 2011, whatever Chrysler comes up with better be awfully good, since most people's experience with them will be via the rental fleet gulag. Mark Chernoby has replaced Donoughe as vice president and chief engineer for Chrysler's future mid-size product team.
