Brand Rx for Chrysler

With a few improvements, Chrysler can win back American car buyers. But it still has a few kinks to work out. Here's a look at the carmaker's hits and misses.

...but don't cheapen it
Chrysler Sebring
...but don't cheapen it
It's important that any brand, particularly one with a heritage like Chrysler's, stay true to its brand image. But the most important thing is to make a car that's fundamentally better than its competitors.

The Sebring fails on the second, and most important, count. Despite a nice-looking interior and an optional heated and cooled cupholder, the Sebring doesn't offer the performance or materials quality that competitors hadn't already exceeded when this car was introduced.

The Sebring was, not surprisingly, named by Consumer Reports magazine as one of the "most disappointing" cars of the year.

It does have obvious Chrysler design cues, like the series of lines running up the hood, but the car itself isn't particularly compelling.

The steering and suspension are lightweight and limp. The interior, while nicely designed, feels cheap.

Ultimately, a car like the Sebring may rely too much on a checklist of design cues, with not enough attention paid to genuine quality. "I really don't know what they're benchmarking against," David Champion, Consumer Reports' head of auto testing, said.

The Sebring does come in a convertible version available with your choice of a cloth, vinyl or hard top. That choice is one key feature that competitors have not yet come up with.


Challenges

Chrysler

Chrysler

Dodge

Dodge

Jeep

Jeep
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Most stock quote data provided by BATS. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer. Morningstar: © 2018 Morningstar, Inc. All Rights Reserved. Factset: FactSet Research Systems Inc. 2018. All rights reserved. Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Standard & Poor's and S&P are registered trademarks of Standard & Poor's Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices © S&P Dow Jones Indices LLC 2018 and/or its affiliates.