Chrysler Group aims to revive car lineup through overhauled 2014 Chrysler 200

Article by Anita Panait, on June 4, 2013

Chrysler Group aims to revive its car lineup by launching an overhauled Chrysler 200 family car in 2014. Chrysler focus has been lodged on its Jeeps and Ram pickup trucks. After all, these vehicles were the main force behind the carmaker’s sales and financial comeback in the recent years. Chrysler gave a relatively small focus to its car lineup, which has been considered as its main weakness.

Chrysler chief executive Sergio Marchionne even halted production of slow-selling models like the Dodge Caliber and refreshed only a couple of sedans with modest styling changes. Chrysler intends to turn that weakness into strength by providing more focus into its car lineup, starting with the Chrysler 200, which is dubbed as the carmaker’s most expensive project.

Jeff Schuster, an analyst with researcher LMC Automotive, remarked that a transformation of Chrysler's car lineup can be seen starting 2014. He remarked that the rollout of the redesigned 200 is a “big test” for Chrysler, since it is regarded as a way to measure its success in the car segment.

Marchionne expects Chrysler to post $2.2 billion in earning in 2013, which he has turned into one of a major source of revenues and profits for parent Italian carmaker Fiat SpA amid slumping vehicle sales in crisis-hit Europe. Chrysler, however, has yet to roll out a signature sedan model, unlike its Detroit 3 companions General Motors, which has the Cadillac ATS, and Ford Motor Co., which boasts of its Fusion nameplate.

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