Meta-Luxury

rss

auto motive

Chrysler's Sebring to 200: Imported From Obscurity

Posted by Mark J. Miller on July 15, 2011 04:00 PM

Chrysler’s Sebring wasn’t selling for a number of reasons, one of them being that Consumer Reports ranked it tenth out of 10 in a car ranking. So the car manufacturer scrapped the brand, fixed up the product, named it the 200, and created the “Imported from Detroit” commercial for the Super Bowl to tell the world.

In April, the 200 brand introduced a convertible that Chrysler hopes will help “establish the 200 as a sexy, premium machine.” USA Today, however, only just got around to reviewing the 200.

If your definition of sexy includes shimmying, a lack of feel in the steering, and a top that really takes its time to come down, you’re in luck. USA Today says the 200 delivers all of that.

On the plus side, though, the brand delivers a 283-horsepower engine and a choice between soft and hard top, among other things. 

USA Today points out that the shimmies are highlighted when sun visors are used and noticeably shake “at idle and on very smooth roads.”

Chrysler, of course, disagrees: "We took out a lot of opportunity for shakes, the bushing tuning, the hard-mounted front cradle, strut brace across the front," says Ben Winter, engineer in charge of 200 development, the paper reports.

Overall, USA Today says the 200 is a “tremendous upgrade” but “needed a start-over remake.”

Below, a flashback: watch Chrysler CEO Olivier Francois pitch the 200 to automotive journalists at the LA Auto Show in November 2010:

Comments are closed

What Branders are Saying on Twitter

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameoThe Avengers
Acura leads brand blitz
Martin LindstromMartin Lindstrom:
On Brandwashing, Brand Ethics, and Privacy
debateJoin the Debate
What's your can't live without brand?
BPBP
Back in Business?
Michael Stone and Nancy BaileyMove Over Mad Men: Here Come the Brand Licensors
Beanstalk's Michael Stone & Nancy Bailey
Digital Watch: WahlWahl Climbing
Wahl’s Digital Branding
paperThe Millennial Consumer: Debunking Stereotypes
The latest from The Boston Consulting Group
Jeff Weedman
P&G's Jeff Weedman

Connect + Develop Your Career
Marketing to the New MajorityBranding 123
By Barry Silverstein