Chrysler Updating 12 Models in February
Next week, Chrysler will launch a promotion called “New Day Celebration” in which 12 vehicles have been earmarked to get 56 new or upgraded features, ranging from optional equipment made standard to deeply discounted “value” option packages.
Chrysler wouldn’t say which vehicles will get what changes. Those details will be announced next week, but vehicles with the new features and options will be displayed at the Chicago Auto Show, which opens Feb. 8.
As an example, however, Stow ’n Go seats that weren’t even offered in the base Dodge Grand Caravan SE minivan will now be standard. Also, the base Dodge Charger SE Plus will newly offer a package including a 3.5-liter V-6 upgrade from the 2.7-liter V-6 engine, plus Sirius Satellite Radio and 17-inch cast aluminum wheels. The Charger will also get a new “cool vanilla” body color in response to customers who’ve asked for more subtle colors.
Chrysler also plans to upgrade the interior cabin materials in several of its vehicles over the next year. There have been reports that the Jeep Compass and Patriot, for example, will get softer armrests, but Chrysler wouldn’t confirm that.
In a speech earlier this week, Deborah Meyer, vice president and chief marketing officer for Chrysler, said the automaker is “listening to customers on how we can better satisfy them. We’re moving fast to enhance our products. In the first 60 days after Chrysler became private, we approved 260 line-item improvements to our products. Most of these changes go into production this calendar year,” she said, alluding to “New Day.”
“New Day” is supposed to be an example of Chrysler’s ability to react to customers more quickly now that decisions don’t have to pass through as many layers of management. The company is now privately owned by Cerberus and not publicly owned by Daimler in Germany.
