Ralph Gilles, the Chrysler 300's chief designer, stated the car is selling well because it appeals to a variety of demographic groups. In base or leather-equipped Touring edition trim levels, the latter starting at $31,995, the 300 targets traditional midsize family car buyers, many of which will appreciate the Chrysler's premium quality interior and distinctive appearance, especially when looking at alternative prospects which include cars such as the somewhat nondescript Ford Taurus and Toyota Camry, or cars with lower perceived quality such as Chevy's Impala or Pontiac's new Grand Prix. At the over-$40K end of the scale, a price point some of the aforementioned competitors reach when options are added on, the 300 continues to drive value.
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| In its first months on the market Chrysler has sold 9,543 300s in the U.S., helping to boost overall brand sales by 28 percent. (Photo: Trevor Hofmann, Canadian Auto Press) |
So what is the result of its first full month of availability? In April of 2004, the new 300 sold to 9,543 U.S. customers, helping to boost Chrysler brand sales up by 28 percent to 51,491 units compared to April of 2003, when the brand was only capable of 40,323 sales.
"Timing is everything," commented Gary Dilts, Chrysler Group Senior Vice President of Sales. "Our new product blitz is well timed with the economy that is showing continued improvement. Inflation remains at an historic low, the unemployment situation continues to improve and consumer's ability to buy remains positive. The time is right to purchase a new vehicle."
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| Chrysler will probably curb its power-at-all-costs HEMI marketing campaign in favor of one showcasing the V8 engine's cylinder deactivation technology and resulting fuel economy gains. (Photo: Trevor Hofmann, Canadian Auto Press) |
The positive timing issue may be ideal in some respects, but now that fuel prices are rising toward a dollar per liter, Chrysler may curb its successful horsepower-oriented HEMI marketing campaign and instead focus attention on the engine's advancements around fuel efficiencies. The new 5.7-liter V8 boasts industry leading cylinder deactivation technology, which increases efficiency by up to 20 percent without sacrificing power when needed. The 300 will also be available with a fuel conscious turbodiesel in Europe, but there is no word on whether such an alternative will be available in Canada.