Industry Report: Chrysler's Short Term Future Part I - The Launch of Five New Models in 2005

Three of Five on Chrysler's New Model Launch List

First on the agenda will be the replacement for Dodge's discontinued Intrepid, a car that revives the Charger nameplate. It is now

Dodge will be replacing the discontinued Intrepid, with a car that revives the Charger nameplate. (Photo: Trevor Hofmann, Canadian Auto Press)

built on the same LX architecture that has made Chrysler's 300 and Ram-brand's Magnum sport wagon such hot property, and incorporates an engine from what auto sector analysts consider the automaker's fourth brand, HEMI, in top trim levels.

What makes the Charger so critical to Chrysler Group's bottom line is the position it holds, and how ruthless it is expected to be on competitors' sales. Targeting the lower end of the midsize market, despite being classified as a large car, the Charger will offer new car buyers a great deal of sophisticated hardware, high quality interior materials and build execution, sporty driving dynamics via

Targeting the lower end of the midsize market, the Charger will offer new car buyers a great deal of sophisticated hardware, high quality interior materials and build execution. (Photo: Trevor Hofmann, Canadian Auto Press)

powerful V6 and HEMI V8 engines, as well as solid good looks.

While the Charger won't interfere with Honda's Accord sales or Toyota's top-selling Camry, at least not significantly so, it could reek havoc among domestic players hoping to make strides in the midsize segment, as well as smaller players from Japan, Europe and Korea.

Most nameplates consider themselves fortunate just to maintain market share in today's competitive auto sector, let along make gains. Only Toyota, which gains six new buyers for every one it loses, and Honda, which gains four for every single loss, come out significantly ahead in buyer retention according to a survey done by J. D. Power and Associates.