Dodge Avenger, Chrysler Sebring To Part Ways?

Jul 22
08:19

2009

Matthew C. Keegan

Matthew C. Keegan

  • Share this article on Facebook
  • Share this article on Twitter
  • Share this article on Linkedin

Chrysler's midsize offerings, the Dodge Avenger and Chrysler Sebring are twin models. But, under Fiat the two cars may soon win their own identities.

mediaimage

Chrysler has a pair of midsize sedans available to buyers in the form of the Chrysler Sebring and Dodge Avenger. The two models,Dodge Avenger, Chrysler Sebring To Part Ways? Articles which are twins, are not strong performers in the critical and profitable midsize sedan segment and are in need of a makeover. Now that the Chrysler Group LLC is controlled by Fiat SpA, the two companies are looking at updated models for the two lines, but this time it appears that the sedans being planned will not even be related to each other.

Sebring, Avenger To Go It Alone

News reports are suggesting that Chrysler may have new plans for its midsize sedans with each going their separate ways. The Chrysler Sebring is likely to share its platform with an existing front wheel drive Fiat model, sharing many of the components including suspension, engine and transmission but with a body unique to itself. The Dodge Avenger, on the other hand, could end up getting a shortened version of the existing Dodge Challenger platform, a rear wheel drive coupe.

Separating the Chrysler Sebring and Dodge Avenger could be part of Fiat's strategy to grow each of the American brands distinctly. Badge engineering has “worked” for automakers in the past in that it helped the companies sell virtually the same car across several brands, but it hasn't always been welcomed by consumers. By separating the Sebring from the Avenger, Chrysler can appeal to two different kinds of consumers: the Sebring for premium customers while the Avenger would target performance oriented drivers.

Selling All Three Brands Under One Roof

The plan to separate the Chrysler and Dodge models is part of a much bigger and far reaching project: to unite Chrysler, Dodge and Jeep under one umbrella, allowing dealers to sell all three brands under one roof. By offering two distinct midsize platforms, the midsize models would appeal to different customers without taking away sales from each. Fiat wants Chrysler to be its premium brand (like Buick), Dodge its sporty brand (like Chevrolet) while Jeep would compete against the likes of GMC.

The Dodge model may already have been shown to the world in the form of the rear wheel drive Chrysler 200C. That concept was shown earlier this year and could quickly be reworked to become a Dodge. As far as the Chrysler Sebring, the Alfa Romeo159 could serve as that car's platform, an upscale midsize sedan. Both cars are likely to offer four cylinder engines standard with an optional V6 available.