Some automakers have found success after years of development and can compete with the big boys. The Hyundai Sonata comes to mind, which comes in with a slightly lower price and longer warranty. The cars at the bottom of the list typically include the likes of the Chrysler 200.
Chrysler brand head Al Gardner wants that to change, and thinks the 200 can win the whole segment.
I love big thinkers and aspirational dreamers. When someone believes in his or her product, it’s inspiring to hear how he or she plans to go about making those dreams reality.
Sales in the midsize car segment are down 3.4 percent in the first half of this year compared with the same period last year.
One article said,
Gardner explained that if the segment is down, everybody strives to increase their share and this makes them throw big incentives at potential customers. He said that he doesn’t expect to lose money on the Chrysler 200 but the rest of the segment is pressured to raise incentives when a new car such as the Hyundai Sonata is immediately priced with low APR and cash on the hood.
Gardner has a “If they drive it, they’ll buy it” philosophy, but the problem is getting people to look far enough down their lists to even consider the 200. Rebates and incentives are one way to get people looking.
With incentives, the price of a Sonata and a 200 are virtually identical, even though the Chrysler’s MSRP is about $1,000 higher. That means each can be had in base form for a hair over $20,000. Prices for the 200 escalate quickly, though, and the base model might not be too appealing for many buyers.
The CarGurus Test Drive Review gave a glowing write-up, but said,
Where Chrysler needs to get more competitive is with regard to the 200’s price. Although dealers are offering a $2,000 rebate or 2.9 percent financing for 60 months plus $500 bonus cash, the deals available on several competing models are sweeter.
Will you be persuaded to test drive, and possibly buy, a new Chrysler 200?