Stratus Name Dropped
#1
06-24-2006, 12:12 AM
Stratus Name Dropped
Stratus Name Dumped
It remains to be seen if the 2007 Chrysler Sebring will be the challenge to the Honda Accord and Toyota Camry that Chrysler CEO Tom LaSorda expects it to be. LaSorda, beaming at Chelsea Proving Grounds Wednesday, June 22 at the unveiling, said, "We will take market share away from everybody with this car."
Indeed, the new Sebring is well executed, with as good an interior as the other recent cars from DCX. But how about the name? Chrysler officials say a lot of conversations have taken place about whether to keep the Sebring name. "In the end, we felt the convertible has given the name good equity, and the racing origin of the name works well too," said one Chrysler honcho at the unveiling. The company is betting that the new design and some compelling advertising around the car will make it a success.
Not so for the Dodge Stratus. When that car debuts, it will have a new name. The Stratus had no equity with anyone, it turns out, and no positive imagery. Both cars, though, may possibly suffer from a lack of a six-speed transmission, except for the premium V-6 Sebring. The 2.7-liter V-6, expected to be the volume car, won't have it - it only gets a four-speed.
But that seems to be part of the strategy. Chrysler says it will price the Sebring below comparable Camrys and Accords. But it is also trying to create the biggest demand for the up-market, highest-profit version. It's a lesson learned well from the Chrysler 300, where more than 50 percent of volume has been for the up-market 5.7-liter, HEMI-equipped 300C. -Jim Burt
The Car Connection
It remains to be seen if the 2007 Chrysler Sebring will be the challenge to the Honda Accord and Toyota Camry that Chrysler CEO Tom LaSorda expects it to be. LaSorda, beaming at Chelsea Proving Grounds Wednesday, June 22 at the unveiling, said, "We will take market share away from everybody with this car."
Indeed, the new Sebring is well executed, with as good an interior as the other recent cars from DCX. But how about the name? Chrysler officials say a lot of conversations have taken place about whether to keep the Sebring name. "In the end, we felt the convertible has given the name good equity, and the racing origin of the name works well too," said one Chrysler honcho at the unveiling. The company is betting that the new design and some compelling advertising around the car will make it a success.
Not so for the Dodge Stratus. When that car debuts, it will have a new name. The Stratus had no equity with anyone, it turns out, and no positive imagery. Both cars, though, may possibly suffer from a lack of a six-speed transmission, except for the premium V-6 Sebring. The 2.7-liter V-6, expected to be the volume car, won't have it - it only gets a four-speed.
But that seems to be part of the strategy. Chrysler says it will price the Sebring below comparable Camrys and Accords. But it is also trying to create the biggest demand for the up-market, highest-profit version. It's a lesson learned well from the Chrysler 300, where more than 50 percent of volume has been for the up-market 5.7-liter, HEMI-equipped 300C. -Jim Burt
The Car Connection
#2
06-27-2006, 07:32 PM
Record Breaker
RE: Stratus Name Dropped
Chrysler's marketing attempt with the 2.7L appears that they want to offer the 2.7L model at the price of a 2.4L I4 powered Honda and Toyota. The problem with this strategy is the Accord 2.4L is practically as fast as the 2.7L in the current Sebring due to the Vtech VVT system and the 5-speed automatic, while getting 5 more mpg than the upcoming Sebring. Also I can say based on personal experience the Honda 2.4L is a smooth, quiet engine with impressive acceleration and the 2.7L is not near as smooth or quiet. The new "World Engine" should address the smoothness and quiteness issue based on what I have heard, the extra hp and tq will hopefully cover up for the fact that the Sebring is missing a gear.
Here is something that makes absolutely no sense to me. Why does Chrysler have to make themselves less premium than Honda and Toyota? Dodge is there to cover the discount market, why don't they just offer the 6-speed with the all the engines in the Sebring. A Chrysler should cost more than a Honda or Toyota because it is (or was) a luxury brand. It should offer things that Toyota and Honda don't have. This goes to prove a thought I have had for years. In 1998 Eagle was NOT discountinued, it was renamed Chrysler. In 2002 Plymouth was NOT discountinued, it was also renamed Chrysler. In 2002 it was Chrysler who was discountinued, but the name lives on in cars that belong to Plymouth or Eagle marketing plans. The Pacifica is a vehicle that belongs more to the Eagle heritage marketing, the Sebring's attempt to make a import fighter is also Eagle's strategy, the Crossfire being a European competitor fits with the Eagle strategy. The Town and Country's strategy of offering premium options for a competitive price while having a base model is a mix of Eagle and Plymouth, the PT Cruiser could also go with either Eagle or Plymouth, and the non-HEMI powered versions of the 300 belong to Plymouth.
Here is something that makes absolutely no sense to me. Why does Chrysler have to make themselves less premium than Honda and Toyota? Dodge is there to cover the discount market, why don't they just offer the 6-speed with the all the engines in the Sebring. A Chrysler should cost more than a Honda or Toyota because it is (or was) a luxury brand. It should offer things that Toyota and Honda don't have. This goes to prove a thought I have had for years. In 1998 Eagle was NOT discountinued, it was renamed Chrysler. In 2002 Plymouth was NOT discountinued, it was also renamed Chrysler. In 2002 it was Chrysler who was discountinued, but the name lives on in cars that belong to Plymouth or Eagle marketing plans. The Pacifica is a vehicle that belongs more to the Eagle heritage marketing, the Sebring's attempt to make a import fighter is also Eagle's strategy, the Crossfire being a European competitor fits with the Eagle strategy. The Town and Country's strategy of offering premium options for a competitive price while having a base model is a mix of Eagle and Plymouth, the PT Cruiser could also go with either Eagle or Plymouth, and the non-HEMI powered versions of the 300 belong to Plymouth.