Chrysler to re-enter the Chinese market with the 300C sedan

Article by Christian A., on April 25, 2012

The Chrysler brand will re-enter the Chinese market (after having left it in 2009) with the new 300C large sedan. At the sidelines of the auto show, Fiat-Chrysler CEO Sergio Marchionne said that it was in 2009 that the last Chrysler cars were offered in China. On this same year, Chrysler was rescued from bankruptcy by Fiat.

Marchionne said that Chrysler has already started earning in China with its jeep brand and that the Chrysler brand will make its entry to the market in June. In addition, Chrysler hopes to add to Jeep’s strength in China. Local production is one way to accomplish this. Marchionne didn’t say at what plant and on what date the production for the Jeep models in China will begin.

In 2011, sales had grown 81% to over 22,000 units, making China the biggest export market for Jeep. It also makes it the third market overall behind the U.S. and Canada. He said that Alfa Romeo will also be launched in China. It had been announced that Alfa Romeo will be re-introduced in North America sometime in the late part of 2013. Fiat-Chrysler considers Jeep and Alfa to be its “truly global brands."

Fiat brought the Viaggio compact sedan at the Beijing show. This car is based on the Dodge Dart and will start production at a new facility in June together with Fiat's partner Guangzhou Automobile Group Co. Fiat’s earlier joint ventures in China had failed but Marchionne remains confident that the Guangzhou venture would succeed.

He said that the company has had two jump starts and will now make a comeback from scratch. The difference is that it has the right partner and product now. When asked about the slowdown in the Chinese market, Marchionne said that he isn’t worried abut it at all and even thinks that the government made the right decision to slow down its growth.

Over the last three straight years, the standard full-size vehicle class in the U.S. has managed to maintain its market share at 4%. This is expected to change with its newest entry which is the 2011 Chrysler 300.

Redesigned from scratch, these new 300 series sedans from Chrysler are expected to rekindle this particular class by offering a vehicle that offers seat comfort that is the best in the segment, and that offers a performance worthy of a grand tour, and has an elegant style. Its high levels of quality and precision are those expected of some of the best luxury E-segment sedans in the world. All of these are placed in a package that is affordable.

In order to guarantee that the 2011 Chrysler 300 would be able to have the best-in-class comfort, all of the seats were made using a premium platform. The seats have an S-shaped spring suspension with the front-seat back having a lumber system that allows for a four-way movement which are forward/backward and up/down. Further enhancing comfort is the application of variable density foam on the lower seat, the seat back, and even the bolsters.

The interior of the new Chrysler 300 sedan reveals that it makes use of an American style and is mixed with accommodations that are truly world-class. Looking at the interior, it is clear that the style used is expressive with only genuine materials applied. There are a number of features that enhance passenger comfort and clearly the fit and finish are precise.

Additional modifications implemented on the interior of this new model include soft touch materials and an interior trim that is first-rate. Made available are the Nappa leather seats that are both ventilated and heated. Meanwhile the steering wheel, center console, doors, and instrument panel, all have real wood appliqués. In designing the interior of the 2011 Chrysler 300 sedan, the goal was to make sure that it showed an environment that was luxurious.

Both the door panels and the cast-skin instrument utilize a dual gloss graining in three dimensions that ensures that it has that suppleness and premium look. Contrasting the bright chrome on the interior are the satin chrome accents, allowing this flagship sedan to have that milled aluminum look.

To give it that extra detail, the instrument cluster now has a pair of large gauge faces which have chrome ring accents and are illuminated with Sapphire Blue. In order to have a more modern and premium feel, the interior has ambient lighting using LED in Sapphire Blue as well.

Topics: chrysler, china

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