Trying to capture a piece of the European executive car sector is no mean feat. This is a market where badge snobbery is rife, expectations and are high and where German dominance is undeniable. Manufacturers must offer a genuine viable alternative with an identifiable unique selling point or risk being ignored.
Iconic American carmaker Chrysler believes it has the answer with its all-new 2012 Chrysler 300C, due for UK release on June 14th. Armed with a mammoth equipment list, a new design, better materials and a simple trim line-up, Chrysler is bringing outstanding value for money and a dash of American style and personality to the fight.
"Different is What We Do" – The Chrysler motto, certainly seems to apply here. No attempt is made to offer a million combinations of the same car with an engine, trim level or body style to suit every possible lifestyle choice. Instead, the 300C arrives at our shores with an all-new 236bhp 3.0-litre V6 turbo diesel and just two trim levels: Limited and Executive. Specifying a rival executive saloon on a budget is likely to result in an equipment versus engine size trade-off. With the 300C, there is no such dilemma; you have all the power you are likely to need in this class and so much standard equipment that chances are you will discover a feature you did not realise had been invented yet.
Quality of materials and fit and finish has been a key battleground where the Germans have consistently scored points over any of the offerings from America – or the rest of the world for that matter. Seeking to redress this, Chrysler set up an internal team tasked with touching, pushing, twisting (and probably smelling) every component in a bid to match or exceed the standards set by rival offerings. The result is a world-class structural stiffness, triple seals around the doors and specially designed windows to give superior acoustic performance. Inside, you can expect tactile soft-touch materials, hand-stitched leather, real wood inserts and a classy ambience courtesy of muted Sapphire Blue LEDs.
Powering the Chrysler 300C is the job of a 3.0 diesel V6 built by VM Motori and developed by Fiat Powertrain. Using the latest MultiJet2 technology, this all-new power plant knocks out 540Nm of torque, which is transferred to the rear wheels via a five-speed automatic transmission, complete with the obligatory steering wheel mounted paddles.
For the purists, a RWD platform is appreciated – if somewhat expected of an American vehicle. With the UK's less than desirable weather, it is good to know that the 300C has all the bases covered on the safety front. Buyers can place their trust in an advanced Electronic Stability Control (ESC) system, as well as systems for Blind Spot Monitoring (BSM), Forward Collision Warning (FCW), Rear Cross Path Detection (RCP) and an array of airbags and other safety features.
Many of the electronic aids that come as standard on the 300C are designed to actively avoid problems, a task that is aided by a near 50:50 weight distribution – for better balance – and the use of high resistance steels for greater structural rigidity and more surefooted handling.
Styling is typically American and with its high waistline, the 300C has an imposing character, backed up by generous dimensions. No offering from across the pond would be complete without some chrome and the 300C does not disappoint; chrome inserts on the bumpers and grill are both subtle and pleasing.
Ultimately, a good engine, resolved handing, interesting styling and an array of safety features are expected of any vehicle in this market sector. Chrysler is waging war with an impressive list of standard equipment, much of which is a cost option on rival vehicles that contributes enormously to the final price. 300C customers can expect keyless entry and go, electric adjustment for nearly anything that moves (including the pedals), automatic lights and wipers, auto-dimming mirrors, a high-end hi-fi system and Chryslers Uconnect infotainment system, complete with a massive 8.4-inch touch screen. You can also expect full connectivity with iPod and USB ports, Bluetooth compatibility and voice control.
While UK prices are yet to be confirmed, it is almost a given that a similarly specified German rival will cost considerably more. Inevitably, badge snobs will always exist and the second hand market will continue to be awash with 3-year old poverty-spec BMWs, Audis and Mercs. You cannot build the fleet brand loyalty of the big three overnight. However, by continuing to address previous weaknesses and by offering such value for money, Chrysler stands every chance of convincing more buyers to look to Detroit for their next company car.
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