Although the “Carpocolypse” of 2008 is almost 6 years old, the auto industry is still just starting to return to its full tilt stride. Italian controlled Chrysler is especially under scrutiny as its money making models, (of which its current owner had nothing to do with) have long been in place and industry watchers are waiting for proof that this shot gun wedding, consummated at the depth of the Great Recession, has the goods to justify the partnership. Check out the first naked Chrysler 200 Hundred mules that showed up recently over at AllPar.
Chrysler’s Jeep, RAM, minivan and LX cars were all currently in their “2.0” gestation when they became betrothed to Fiat. Big cars and trucks are “The Franchise,” at Chrysler and allegedly Fiat was to bring synergy to the bottom end of the Pentastar lineup by offering up state the art small car architecture and some engine technology (MultiAir, etc.)
The first small car that Fiat and Marchionne brought to the table was the Dodge Dart or as many see it, Neon “Caccitore”. It was a miserable launch with the wrong engine/transmission combo at intro and hasn’t exactly lit up the sales charts. Not a bad car, but with competition now sporting really good small cars, (especially GM and Ford,)the Dart seems ho hum to say the least.
Next up was the Cherokee. A Jeep based on Alfa Romeo architecture with a face only a mother could love. The company even built a bunch and then let ‘em sit around in holding lots while they tried to figure out what to do with them. To be fair, they are starting to move off dealer lots, but slow out of the gates is never good.
Third times a charm? Let’s hope so as we now have clear, non-camo photos of the Chrysler 200 replacement. It looks like Dart Deluxe to us with the same curvy dash and LED rear lights. Expect more gingerbread and a V-6. The outgoing model was so noncompetitive that almost anything would be better.
Bottom line? The car looks good but the real question is will this trifecta of Dart, Cherokee and 200 earn their keep at the bottom of the lineup and add sales volume and profit to Chrysler’s balance sheet? If they don’t, there’s gonna be some serious soul searching in Auburn Hills.