During media preview days prior to the public opening of the Chicago Auto Show last month, Ralph Gilles, President and CEO of the Dodge Car Brand, took center stage at the Dodge display to unveil the "Never Neutral" marketing campaign. Copy-heavy artwork blanketed the display inside McCormick Place while print ads and bus wraps covered other corners of the Windy City and beyond.
Gilles, born in New York to Haitian parents, grew up in Montreal before returning to the states for an undergrad in design and then an MBA. His star rose quickly at Chrysler Group LLC, now finally divorced from private equity investment firm Cerberus after a quickie two-year marriage (2007-2009) that nearly derailed both participants. Now, Chrysler's in bed with Italian automaker Fiat (a more suitable match) after a complex, on-going, but successful government-guided soft bankruptcy. Throughout the turbulent times, Gilles has remained steadfastly loyal to the Pentastar as the company continues benefitting from his pension for artful interior and exterior automotive design cues.
In mid December, the easy-going Gilles enjoyed another brief stay in the Chicago area when he took time to meet with area automotive pundits to highlight the 2011 Dodge lineup, including the front-wheel-drive Avenger. Often overlooked in the exceedingly competitive mid-size sedan segment, changes to Avenger in 2011 are quite significant for a mid-cycle tweak. While the Dodge brand closes in on its 100th birthday in a couple short years, most of its offerings, including Avenger, sport a surprisingly youthful appearance.
"Avenger pretty much has been reborn in 2011," Gilles said. "It's a great driver's car now and really puts a grin on your face."
Avenger is currently available in four trims with a high-output R/T (Road and Track) scheduled for a spring arrival. Unlike most rivals, Avenger trim levels are assigned names, rather than a two-letter designation. Express, Mainstreet, Heat, Lux and soon R/T offer their own level of equipment choices.
Two engines are available in 2011. Returning from 2010 is Chrysler's 2.4-liter, four cylinder world engine delivering 173 horses. This time around, the engine is available with an all-new (and recommended) six-speed automatic transmission. Only the entry Express trim continues matching the four banger with an old-school four-speed automatic. Also, Avenger retires the ho-hum 3.5-liter V-6 pumping 235 horsepower from last year, replacing it with a spunkier, 3.6-liter Pentastar V-6 cranking up horsepower to a very thrilling 283. In fact, it's class leading power. By comparison, the optional 3.7-liter V-6 in the mid-size Mazda 6 sedan cranks out 272 horses. Avenger's V-6 is exclusively mated to the fuel-saving six-speed automatic transmission. The powertrain warranty is good for five years or 100,000 miles.
Dodge supplied a jet black, mid-level Mainstreet for testing with a $21,245 starting price. After factoring in options including the V-6 engine ($1,795) heated front seats ($385) and touch screen media center ($705), the bottom line reached $24,880 including a $750 destination charge. Starting price for an entry Express is $19,245. A Mazda 6 starts at $19,990 with a four cylinder and six-speed manual. Avenger forgoes a manual transmission in current trims. All Avenger trims are front-drive. For rear-drive availability, check out the slightly larger Charger sedan.
Fuel economy for the V-6 with automatic transmission is above average, but not quite class leading at 19 mpg city and 29 highway. Mid-grade 89-octane fuel is recommended, but 87-octane is acceptable to fill the 16.9-gallon tank.
"One of our biggest Achilles' heals has been interiors," Gilles added. "Dodge had horrible perceived interior quality and we've pretty much tried to kill that in one model year."
Indeed, Avenger's soft-touch materials on the front doors and dash are a notable upgrade. Colored stitching on seats, doors and upper dash above the instrument panel match the inserts adorning seats and side doors. However, even with interspersed brushed aluminum trim, the front dash still looks a bit pedestrian when compared to what GM has accomplished recently with its fresh interior layout.
Three large, thick, easy-to-grab dials monitor single-zone ventilation functions. The trunk release button is conveniently placed on the dashboard left of the steering column, a far better spot than on the floor left of the driver's bucket. The instrument panel features three, independent, deep-set gauges with a visor-like extension helping keep sunshine away from the notables. At night, white and red backlighting creates an attention-grabbing combination with green digital readouts along the bottom of the two end gauges. The thick, leather-wrapped, three-spoke steering wheel with brushed aluminum accents includes cruise control at 3 O'clock and finger tip controls on the backside to adjust volume and change radio station presets. The dashboard top, long and deep, creates a spacious forward region. No cup holders molded into front side doors, but rear doors sport them. The ignition cylinder is on the dash, right of the manually-adjustable steering column; no push-button start this generation. Acoustic laminated windshield and front door glass along with a trunk liner help keep the cabin reasonably quiet.
New material and extra cushioning for leather-trimmed seats, standard in Lux and R/T join upgraded and cushioned premium cloth seats elsewhere. Rear seatbacks fold with a 60/40 split, gaining access to the cargo region. The trunk seems larger than its 13.5 cubic feet would lead one to believe and conveniently incorporates strut-type hinges positioned outside the storage area and a compact spare under a flat floor board. Standard safety features include dual font air bags, front-seat mounted side air bags, side curtain air bags, anti-lock brakes, traction control, brake assist, electronic stability control and rear door child protection locks. One addition needed for the next redesign are built-in blinkers molded into side-view mirrors.
While an in-dash navigation system is optional in Lux and R/T, a rear entertainment system is not available. Sirius Satellite radio with one-year subscription is standard in all trims sans Express. A 6.5-inch dashboard touch-info screen is optional in Mainstreet and standard in Lux, Heat and R/T. A sunroof is optional in Mainstreet, Heat and Lux.
"We've retuned the suspension and tightened it significantly," Gilles said. "Besides lowering the ride height 11 millimeters, we've widened the track, which is something you never hear about in a mid-cycle upgrade. We actually redid the rear geometry and suspension to make the car more stable and look better. "
When traveling at 65 miles per hour southbound on the I355 Tollway, some wind noise was apparent, but acceptable. Avenger handles sharp corners with remarkable stability as body lean is at a minimum during exit maneuvers off the tollway. Steering is precise while the turning radius is strictly average. Despite the short deck lid spoiler (standard in Heat and R/T), rear view mirror perception is quite good. Rear side windows include an angled lower corner placard creating an arrow-head design and breezy look.
"Avenger has gone from indifferent to drive to fun to drive," Gilles added.
Avenger offers eight exterior color choices. Circular wheel wheels include gentle flare outs. Dual exhaust tips come with the V-6 engine. Newly designed 'ring of fire' tail lamps include scores of light-emitting diodes (LED) working in unison. The front grille retains the familiar split crosshair design, albeit more sculptured for 2011. Strap-like door handles are body colored.
Avenger is assembled near Detroit along with the all-new Chrysler 200 (replacing the slow-selling Sebring in the 2011 model year). Chrysler recently invested $850 million to refurbish the Sterling Heights facility. While many automakers have begun offering gas-electric hybrids in mid-size offerings, don't expect Avenger to jump aboard in the short term. Cerberus, during its stormy tenure, did little investment alternative technology and new parent Fiat comes with a European perspective where clean diesel is the favored mileage extending technology.
At a glance:
Price as tested: $24,880
Engine: 3.6-liter, V-6
Horsepower: 283
City/Highway fuel estimates: 19/ 29 m.p.g.
Length: 192.6 inches
Wheelbase: 108.9 inches
Curb weight: 3,603 pounds
Assembly: Sterling Heights, Mich.
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