Chrysler 300C In The Luxury Market
As automakers go, developing well received models is a chore all by itself. When a model becomes a smash, as has the Chrysler 300C, the result is favorable press coverage, high purchaser satisfaction ratings, and a “halo” effect that can extend to the complete product. Chrysler’s 300C is a smash, but the German-American automaker isn’t stopping there. A stretched version of the car is being developed, one that will find a following among fans, but only if the price is right.
So, why would DaimlerChrysler authorize a stretched version of the 300C? For many reasons including:
The Limousine Market – though the 300C is not on the same level as the Lincoln City Vehicle or Cadillac DTS, the automobile does battle with the Ford Crown Victoria. Hence, taxi and limousine operators will be drawn to the stretched 300C as the car gives its passengers the room that they need.
The Pursuit Market – The Ford Crown Victoria is the most popular police pursuit car followed by the Chevy Impala. Chrysler long ago ceded this market when they quit building bigger rear wheel drive automobiles. The stretched 300C could fit in nicely and give the automaker some extra sales to boost market share. Look for a similarly stretched Dodge Charger to also be built once 300C demand has been proven.
The Luxury Market – No, the 300C is not a luxury vehicle, but a model coming down the pike 3-4 years from now will be. Yes, the Chrysler Imperial will be returning and it, too, will be. Yes, the 300C, but even longer and bigger than the stretched version of the 300C. Don’t think for a moment that DaimlerChrysler may not be measuring requirement for its new 300C to determine Imperial demand.
For the record, there are a few things that we know about the bigger 300C: the vehicle will be stretched only by six inches and all those gains will show up in the rear passenger area. In addition, think we know about the stretched 300C, instead an exterior provider will handle the job of taking existing models and redoing them.
Prices for the bigger 300C have not been finalized yet, but they may carry a premium of as much as $5000 over the shorter model. This is a concern, as the price may be more than what some livery drivers could justify. Perhaps DaimlerChrysler will eat some of the costs and hold the price down to a $1000 premium. If they do not, the company might a rude awakening and find demand for the stretched 300C to be luke warm at best.
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