"It's an all-new Chrysler Brand....Once again."
Al Gardner, President and CEO of the Chrysler Brand uttered this circuitous yet prolific statement during a free-flowing keynote dinner speech this past spring at the annual Midwest Automotive Media Association rally in Elkhart Lake, Wisconsin, home to legendary Road America. Gardner's marketing and sales background and youthful enthusiasm melded well with the showcase vehicle of the evening; a redesigned
2015 Chrysler 200 sedan.
Chrysler debuted first-generation 200 sedans and convertibles in the 2011 model year, replacing the underperforming Sebring. The Chrysler brand has room to expand as only three models currently grace showroom floors: the long-running Town & Country minivan, full-size 300 sedan and all-new mid-sized 200. Expect an all-new compact sedan and mid-size crossover in the next couple of years, helping fuel the 'all-new Chrysler.'
Gardner painted his new Chrysler as, "mainstream and value priced," a meaningful clarification since Chrysler and its Dodge and Jeep divisions have been folded, spindled and mutilated mightily during recent ownerships.
During the Daimler-Benz reign, Chrysler briefly aimed upmarket, targeting Cadillac and Lincoln intenders. The strategy flopped as the most notable upscale attribute during this abbreviated kerfuffle was pricing. Private equity firm Cerberus' brutal turn at the wheel beginning in 2007, accomplished little save for a loss of talent. Long-vetted automotive minds took charge in 2009 when Italian automaker Fiat scooped up majority shares in America's third-largest automaker during 'soft bankruptcy' proceedings. In January of 2014, Fiat gained total control by absorbing shares held in an United Automobile Workers trust, giving birth to "Fiat Chrysler Automobiles."
Fiat Chrysler Automobiles announced the Dodge Division will say goodbye to its Grand Caravan minivan in 2016, leaving the still-standing Town & Country to entice minivan shoppers. Gardner confirmed the forthcoming 2016 Town & Country will offer a plug-in hybrid powertrain, the industry's first for a minivan.
While previous generations of 200 included a top-down version, no convertible is on the 2015 docket as Chrysler pours time and energy into the second-generation hard-top launch. Dodge's Avenger (200's automotive platform twin) will not return in 2015.
"At the heart of the mid-size market is the Chrysler 200," Gardner, a Pentastar employee since 1986, added. Mid-size sedans take the prize as North America's largest volume segment, and one Chrysler has ground to gain.
Chrysler is staking a $1 billion investment into the 2015 200 sedan with a sizeable chunk infused at its Sterling Heights Michigan plant, a facility once slated for closure as recently as 2010. New to the Detroit-area Sterling Heights campus is a Fiat-inspired 'Metrology Center,' designed to detect and correct potential hidden fit-and-finish issues before vehicles ever exit the facility. Similar changes were initiated at Chrysler's Belvidere facility near Rockford during the launch of the rejuvenated compact Dodge Dart sedan.
Underpinnings are based off a stretched Alfa-Romeo "Guilietta" platform shared with the recently revamped Dodge Dart and Fiat Viaggio, sold in Asia. Alfa-Romeo is part of the Fiat family.
Four 200 trim levels include: LX, Limited, 200S and top-shelf 200C. Midwest-friendly all-wheel drive, optional in 200S and 200C, operates as front-drive, seamlessly switching to all-wheel drive when detecting a need. Standard in all front-drive trims is an upgraded inline, 2.4-liter engine generating 184 horses (11 more than 2014). Optional is a larger, 3.6-liter V-6 delivering 295 horsepower (up 12 from 2014).
Both engines mate to an ultra-modern nine-speed electronic automatic transmission, helping significantly boost fuel mileage estimates from 2014. Just two short years ago, the 200 settled for a four-speed automatic.
Tester for the week was an all-wheel-drive 200S trim with optional V-6 engine and $28,695 starting price. One stand-alone option, $695 19-inch black aluminum wheels, joined three packages: a $795 comfort group (rear backup camera, heated steering wheel, heated front seats), $1,495 navigation group (GPS navigation, upgraded speakers, HD radio) and $795 lighting group (LED daytime running lights, LED fog lamps). The bottom line after $995 destination charge was $33,470. Front-drive base trims start at $21,700.
For much too long, Chrysler and its Dodge counterparts have been derided (deservedly so) for less-than-thrilling interiors. The MAMA spring rally provided a first inside look into the next-generation 200, and initial impressions were favorable. The straight-across soft-touch dash includes a half-moon arch above the instrument panel. Our S tester added a darker dimension; dark gloss black trim interweaving within the black dash. Push-button start comes standard.
The all-new transmission, controlled by a rotary chrome dial, is just one entrée presented on an interactive platform resting at 45 degrees and connecting the center column and region between front bucket seats. Right of the transmission dial is an electronic parking brake. Sharing the 45-degreee platform are primary controls for audio and ventilation functions, including large, well-placed knobs for volume and station selection. Another knob monitors fan speed while dual temperature zones remain push-button operated. Secondary controls for sound and ventilation may be summoned through the large, center column multi-functional screen.
Yet another way to select sounds of the summer is via finger-tip audio controls found on the backside of the manual, tilt-and-telescope three-spoke steering wheel. The wheel's front face includes 3 o'clock cruise controls and 9 o'clock commands guiding travelers through instrument panel tutorials found between two circular analog dials. The digital IP info zone with dark blue back glow also included a permanent horizontal fuel bar graph along the bottom.
The well-designed region between the front buckets incudes dual inline cup holders with a narrow sleeve to the left for cell phone storage. These cup holders slide backward, revealing auxiliary and iPod ports along with a power source. A bored hole along the bottom allows plugged-in devices to reside on a trough under the 45-degree platform. When sliding the cup-holder region back, 12-ounce cans of soda scoot under a rearward arm rest cover; taller bottles stop the slide in its tracks unless the arm rest cover flips up. A second power source, accessible primarily by shot gun travelers, resides on the outer right side of the center structure.
The mid-size 200's interior volume measures a bit less than many rivals. Still, three average-sized adults may enjoy second-row travel for short jaunts. The trunk's 16.0 cubic feet of room remains impressive for the segment.
The 15.8 gallon tank accepts 87-octane regular petro. Four cylinder fuel economy rates 23 mpg city and 36 highway (five better highway miles than 2014). Our all-wheel drive V-6 registered 18 mpg city, 29 highway.
The modern, aerodynamic exterior tilts conventional with high rear deck lid, long rear window and narrow side glass. Narrow A and C pillars share a similar svelte design as strap-like door handles. Chrysler's front grille winged logo receives a bit of an update with the circular center jettisoned for a more streamline approach. Dual exhaust tips come standard with S trims. Optional LED daytime lights trim the lower outside portion of band-like headlight housing, accenting the front.
Extended seat time during a week-long test and hundreds of highway miles showcased a quieter cabin than the previous generation. S trim's sport's tuned suspension provides more steering wheel feedback than a standard-tuned trim.
Chrysler 200's biggest hurdle may be standing out in the crowded and highly competitive mid-size sedan sweepstakes. Perhaps CEO Gardner should serve as a TV/Internet spokesperson. His enthusiasm is catchy.
Price as tested: $33,470
Length: 192.3 inches
Width: 73.6 inches
Wheelbase: 108 inches
Engine: 3.6-liter V-6
Horsepower: 295
Curb weight: 3,473 pounds
Powertrain warranty: Five years/100,000 miles
City/Highway economy: 18 mg city, 29 mpg highway
Assembly: Sterling Heights, Michigan