Chrysler Riding High with Billions in Profits

More Chrysler? That's right. Chrysler is renewing its image as a builder of

Chrysler is renewing its image as a builder of powerful American luxury cars, an image that was seen as a stigma in the energy conscious late '70s and early '80s. (Photo: Trevor Hofmann, Canadian Auto Press)

powerful American luxury cars, an image that was seen as a stigma in the energy conscious late '70s and early '80s, when an oil crisis caused lineups at gas stations and forced domestic automakers into the economy car game. Chrysler's answer was the Omni, a surprisingly resilient runabout that can still be seen on the roads today. Its famous K-car, heralded by then-CEO Lee Iacocca, brought the company out of another financial crisis, strengthened by the dawn of its Magic Wagons, the Dodge Caravan, Plymouth Voyageur and Chrysler Town & Country.

While Chrysler Group is still the "minivan company", maintaining its hold on the market with its best selling Dodge Caravan, its image has moved upmarket thanks to the 300C. The introduction of a new sports car, which most consider will be based on the Firepower concept

The Firepower would deliver what most traditional Chrysler buyers, and most North Americans believe a Chrysler should be. (Photo: Trevor Hofmann, Canadian Auto Press)

shown in Detroit last month, could do a great deal to increase its presence in the premium sector.

The Firepower would deliver what most traditional Chrysler buyers, and most North Americans believe a Chrysler should be. It would be substantial in size, luxuriously appointed and powered by a HEMI V8. Don't expect a rival to Chevy's Corvette, but those looking to purchase a Cadillac XLR might think twice if Chrysler were to offer its top-line 6.1-litre HEMI and price it in the $60,000 range, about $40,000 lower than the Cadillac. A convertible model, which would almost be certain, would be a difficult car for empty-nesters looking for a luxury touring car to pass up, and there are plenty of these. No doubt the car would attract younger affluent buyers too.