Chrysler's Future Aims at Mainstream

Fiat Chrysler Automobiles' Investor Day is rolling along, and the company has revealed a complete rethink of Chrysler's brand positioning as well as which brands it intends to view as competitors. Chrysler will now go head-to-head with mainstream brands in the U.S. such as Ford, Hyundai, Honda, Chevrolet and Toyota; it will no longer be considered a premium brand by the company, but rather its volume brand. Chrysler will be the only midsize sedan and minivan brand at FCA; the Dodge Grand Caravan and Avenger sedan will be discontinued, as the company finally decides to stop pitting Chrysler and Dodge brands against each other in its showrooms.

What Jeep's Future Looks Like

This means a rethink of the vehicle lineup at Chrysler as well, banking on North American-made vehicles and an American image that will be spread across more segments. Currently Chrysler participates in only three segments: minivans and full- and mid-size cars. The brand is set to expand by 2018 to include a compact car and mid- and full-size SUVs. Here's what to expect from Chrysler over the next five years:

  • A refresh of the 300 sedan happens in mid-2014.
  • An all-new Chrysler 100 compact sedan arrives mid-2016.
  • The Town & Country minivan is replaced with an all-new model in mid-2016 and is joined by a plug-in hybrid version (concept pictured above).
  • A new full-size crossover joins the Town & Country in mid-2017, also with a plug-in hybrid variant.
  • The just-introduced 200 sedan gets a makeover in mid-2017.
  • A mid-size 200-based crossover arrives in 2018, along with a redesigned version of the 300 sedan. photo by Evan Sears

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