Chrysler are on a mission to rebrand themselves in the UK, launching slick advertising campaigns in order to sell new models and importantly updating some old favourites amongst connoisseurs of reasonably priced luxury. Chief among which is the impending release of the new Chrysler 300C this summer.
Chrysler in the UK
However before I continue, in order to understand Chrysler’s current resurgence in the UK we must first look at Lancia. A company who confusingly pulled out of the UK market in 1994 due to poor sales and even poorer build quality. Lancia though, despite a lack of interest in this country are big business in mainland Europe and a reasonable money maker for their parent company Fiat who as off 2009 also own Chrysler.
It makes sense for Fiat then, given Lancia’s chequered past in this country to simply sell them with a badge that UK buyers have more faith in, namely Chrysler. So if you have been on holiday to Europe recently you might have noticed Chryslers new Ypsilon and Delta going around badged as Lancia’s and the new 300C being called a Lancia Thema.
The bottom line is all these cars are exactly the same and rather good to boot. Chrysler, in the UK, are priding themselves on being an alternative to the norm offered by other European manufacturers. Offering slightly more exclusivity and luxury they hope to entice buyers with good value cars that do not skimp on the things that buyers would expect to find in much more expensive metal.
The underpinnings and workings of Chrysler’s new range are refreshingly tried and tested, meaning buyers can be assured that reliability problems will not be an issue. The Ypsilon is based on Fiat’s 500 and Panda platform, good news for Chrysler as those cars are some of the best selling and well packaged superminis currently on sale. Chryslers larger Delta is also based on a Fiat, the Bravo. Platform sharing also means Chrysler get full use of Fiats engines, including their excellent Multijet diesels and super efficient TwinAir petrol which qualifies for zero road tax.
Chrysler’s latest UK release is going to be the second generation 300C. A car which proved a big hit back at its release in 2005, due to its big American styling, muscle and Mercedes underpinnings, not to mention it’s more than adequate level of standard equipment. Thankfully none of those winning attributes have been changed on the new car, merely just brought more up to date. The styling is crisper, the quality of materials better and even more things have been added to the standard spec list. Chrysler have as a result increased the price tag for the new car, starting prices are upwards of £35000, but in comparison the 300 does offer BMW 7 series levels of luxury for basic 5 series money.
It would appear as if Chrysler are onto a winning formula in the UK. Their range of cars have solid underpinnings, excellent engines and unique styling. All attributes which are invaluable in a market place currently saturated with superminis, hatchbacks and saloons, many of which come from budget Korean manufacturers. However, pricing for Chryslers new range is competitive so potential customers should be pleasantly surprised by the value on offer.
The new Chrysler is relased on the UK on June 14. Find out more about Chrysler on their www.facebook.com/chrysleruk and www.twitter.com/chrysleruk pages or order a test drive now.
