Old Europe shows Chrysler road ahead

By ALASTAIR SLOANE motoring editor

The first visible flow-on effect from the German engineering side of the DaimlerChrysler merger in 1998 has arrived in New Zealand.

It is the Grand Cherokee Jeep, now equipped with an optional 2.7-litre turbocharged five-cylinder diesel engine from the four-wheel-drive ML270 Mercedes-Benz.

Signs that Chrysler will use more and more Mercedes-Benz components came the other day in New York, when it unveiled its rear-drive 300C concept sedan, a direct link to next year's LX production model.

The car is underpinned by E-Class Mercedes-Benz mechanicals which, says Chrysler, allowed a return to the rear-drive formula made legendary in cars like the C-300, the company's first "letter" car in 1955.

The carmaker says the 300C concept "harks back to the days of big performance from Chrysler's four doors".

"The new shape reinterprets Chrysler's cars from the 1950s and 60s in a modern way," says Chrysler's design director Trevor Creed.

"After generations of bland, front-wheel-drive cars, all too many that look alike, we needed to break away and find a new package.

"The US side of DaimlerChrysler had been looking at rear-drive for more than a decade, but we couldn't figure out how we'd get there until the merger."

That's when Chrysler snapped up the choice pieces like rear suspension, wiring and steering system and five-speed automatic on the other side of the Atlantic.

The first Chryslers to get the German components were the Chrysler Pacifica sports tourer and the 2004 Chrysler Crossfire sports coupe. Next came the 300C.

The 300C concept follows classic lines - a long bonnet and short deck sitting on 20-inch wheels.

"We wanted to return to the proud, powerful lines that once made American automobiles the envy of the entire industry, but do so in a thoroughly modern way," said Creed.

"At the same time, we identified a dramatic new design direction that continues the Chrysler brand's long-standing tradition of innovative design.

"The 300C embodies what we call a holistic approach to design. Every line, every angle and every proportion must not only work together inside and out, but provide a visual promise for the rest of the automobile, including the driving experience."

The rear-drive chassis of the 300C is built with four-wheel-drive capability factored in.

The car rides on independent suspension front and back and uses rack-and-pinion steering.

The 300C concept also marks the return of the Hemi engine to the Chrysler brand after more than 30 years.

The new unit is a 5.7-litre V8 mated to an electronically controlled five-speed automatic transmission. The engine is a version of the V8 found in the Dodge Ram pick-up truck

Safety features on the 300C concept include electronic stability programme (ESP), traction control, anti-lock brakes, and high-intensity discharge headlamps.

Inside, features almost certain to go into the production car include heated leather seats, adjustable steering, and automatic climate control.

"With a production version of the 300C arriving in our showrooms in 2004, the Chrysler brand will offer all-new, premium entries in three very significant market segments," said Tom Marinelli, vice president marketing for Chrysler.

"Pacifica, Crossfire, and now the 300C are part of a comprehensive strategy to move Chrysler to a premium position, while expanding the brand's portfolio with offerings that carry on the tradition for innovation and attainability."

But not all Chrysler products will adopt the stance of the 300C and other cab-rearward designs. Cab-forward is closely identified with products such as the Neon, and will continue as long as Chrysler keeps building front-wheel-drive vehicles.

Chrysler says its sales in America have nearly quadrupled since 1991 (from 130,000 to 481,000 in 2002), more than any other American brand.

Moreover, the brand rose to seventh place from 17th place in first-choice preference in the US during the past four years - by far the most dramatic improvement of any other brand in the industry.