Chrysler to introduce new ‘S’ line of vehicles for younger buyers

Article by Christian Andrei, on February 1, 2011

Chrysler Group LLC has plans to expand its offerings, boost sales and attract younger customers with its new line of vehicles, dubbed S, which arrives in the spring of 2011.

Chrysler currently has an offering of four models and an average customer age of 62; meaning that the Chrysler brand has the Chrysler Group's thinnest lineup, lowest volume and oldest buyers.

The plan aims to keep traditional customers happy with the wood accents and chrome grilles they want, the beige leather interiors and it also seeks to snag younger customers with different styling in the S vehicles.

Tim Kuniskis, head of Chrysler brand product marketing, told journalists at a Chrysler 300 media launch event that the two paths are the traditional Chrysler path and the S path. He added that there's a huge customer base for chrome and wood and there are also people who want something a little edgy.

The S line will also offer new possibilities for Chrysler owners to customize vehicles with wheels and accessories. Edgy stands for blacked-out grilles, red leather seats with an S logo and carbon fiber instead of chrome and wood.

S doesn’t stand for “sport” as Chrysler already has a sporty SRT line. However, “style” might be an appropriate word for a brand that used the slogan "It's time to arrive in style" in a recent Golden Globe Awards TV spot. [via autonews - sub. required]

Topics: chrysler

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