Chrysler expands its 300 lineup for 2012 model year

Article by Christian A., on May 8, 2011

Chrysler has expanded its 300 lineup for the 2012 model year to raise the excitement, boost sales, and appeal to younger consumers. Sales only started early this year for the restyled 300 lineup, which consisted of three trim levels: 300, 300 Limited and 300C. But for the 2012 model year, the lineup has been doubled to six models.

Chrysler cited buyer lifestyles for its decision to expand the lineup. Chrysler knows that the chrome and wood trim that the carmaker is known for doesn’t really attract the young buyers and so it came out with the S version.

The 300, which was first launched as a 2005 model, was mostly unrevised through 2010. That’s likely because it peaked in calendar 2005 with sales of 144,068 units. In 2010, Chrysler sold 37,116 cars of this model, standing for a 4% decrease from the previous year.

Sales fell 39% in the first quarter this year compared to the previous year. Chrysler's Street and Racing Technology engineering team had created the 300 SRT8. Chrysler refers to the 300 SRT8 as the brand's most powerful and best handling car ever built.

Chrysler claims that the 300 SRT8 has a top speed of 175 mph and that it can accelerate from zero to 60mph in less than five seconds, It also supposedly reaches the quarter mile in less than 13 seconds. In addition, Chrysler boasts that it can go from zero to 100mph in less than 16 seconds.

Exterior Design

The newest version of the Chrysler 300c has its sights set on the top executive class cars. Packed with the latest technology including several never before seen in its class, the 300c features superb quality and impeccable construction.

Prior to production, Chrysler carefully appraised the 300c’s rivals in terms of performance capability, build quality, workmanship and refinement, with the intention of surpassing or at least matching them. With such a high bar setting, Fiat-Chrysler implemented one of its new digital design protocols, commissioning an internal team to assess how the 300c’s quality might be perceived by their most stringent customers.


A potential customer’s impression upon handling and inspecting something is what is called the perceived quality. In the case of a vehicle like the Chrysler 300c, it is how someone will feel when they sit inside and touch the materials and shape of the parts such as the steering wheel, levers, handles, etc.

To achieve a top-quality executive car appeal, the designers, engineers and ‘perceived quality’ internal team cooperated to make sure that the car’s materials, construction and finish would be improved and become worthy of its intended class.

Advanced high-strength steel is used to provide superior structural integrity, leading to excellent interior quietness, responsive handling and safety assurance. Further sound dampening is attained through a couple of underbody composite panels that offer more than 2.4 metres of acoustic insulation, as well as the triple-sealed doors, acoustically engineered windshield and front side windows, specially designed wheel well liners and a laser-fixed roof panel and rails that create a streamlined unibody shape.

Chrysler’s factory for the 300c in Brampton, Toronto, implemented the Fiat Group’s World Class Manufacturing Philosophy which strictly monitors all production processes for safety and environment-friendliness, as well as logistics, quality and maintenance. This enhances the productivity, versatility and quality while reducing waste. Most importantly, it ensures the best level of design implementation for the 300c.

Interior Design

Elegance and class are two things that immediately come to mind when talking about the Chrysler 300c’s interior. Materials pleasant to touch are used for the instrument and door panels. Workmanship strictly meets Chrysler’s quality goals. In particular, the steering wheel has a slick walnut and hand-stitched leather finish, with the stitches placed in such a way that only smooth surfaces come in contact with the driver’s hands. Leather-like cast skin technique is used to treat the instrument panel, while Nappa leather is used for the seat upholstery. The instrument panel, centre console, steering wheel and doors feature posh real wood inserts. Subtle chrome highlights also embellish the dashboard, adding to the overall upscale appeal of the vehicle.

The new seats feature a serpentine spring suspension designed for class-leading comfort. The side upholstery uses firmer foam to provide more lateral support, while the back rest and lower parts use foam that provides more cushioning to make long rides more comfortable.

The rear seats are also made more comfortable by increasing the knee and foot room. The front seat backrests are shaped to provide 20 cm extra knee room, while the seat guides are situated at the base edges for more foot space.

The Chrysler 300c’s interior atmosphere is illuminated by relaxing Sapphire Blue LEDs. The instrument cluster features two main faces. Chrome rings and Sapphire Blue tick marks adorn the features to maintain the modern and elegant ambience.

A new Electronic Vehicle Information Centre (EVIC) is also featured in the Chrysler 300c. This is also a Sapphire Blue display strategically placed to keep the driver informed of vital information.

Another strong point of this E-sedan is its storage spaces. The central armrest can be adjusted by sliding it along its axis in order to accommodate drivers of all shapes and sizes. Underneath it is a tray that slides out and a storage area for USB and power cords.

The Chrysler 300c’s doors all have spacious pockets with bottle holders. In front of the gear stick is a lighted flocked rubber storage compartment. The glove compartment is shelved, spacious and lit with a central lamp for even lighting. The pair of cooled and heated front cup holders have LEDs that emit a blue hue when chilled and a red hue when hot. Different bottle sizes can fit and are secured by locking rings. Another flashy detail is that the rolling cup holder cover has an elegant, functional design and it makes a cool opening and closing sound.

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