IN a climate of smaller, more economical and environmentally friendly cars, Chrysler have bucked the trend with the introduction of a mammoth saloon.
It's about as subtle as Gordon Ramsey on a bad day in the kitchen and is without doubt a showstopper both on the road and car park. In true American style the high-waistline body is dominated by a huge grille, huge 19inch wheels and more chrome than the London Eye.
One wag cruelly likened it to a hearse and the truth is you could probably moonlight in it as both a funeral car and a wedding car
It might look straight out of Route 66, but the 300C is built in Austria and bears many common features of its stablemates in the Daimler Chrysler European market.
This is an out and out luxury cruiser, attacking a market where many illustrious competitors have failed. It may lack the market leaders' absolute top drawer build quality but it has a couple of things in its favour - individual looks and, most crucially, price.
Firmly bracketed in the luxury sector, it will do battle with the likes of BMW, Audi, Mercedes and Jaguar and offers a refreshing alternative to all of them.
Priced at £32,995 the 300C offers thousands of pounds worth of goodies including automatic gearbox, satellite navigation, rain sensing wipers, cruise control and the usual bank of electrics. Add on a comprehensive array of active and passive safety and it is a pretty impressive package of standard gear. The equivalent opposition would cost thousands more.
One odd omission on a car of this size was parking sensors and other criticisms are the the size of boot, which is adequate, but not cavernous and has a tinny feel, and the lack of steering column reach adjustment.
Thetop range model offers a monstrous 5.7-litre Hemi engine that throws out a massive 340bhp.
With that size engine, you would expect about three lampposts to the gallon, but the V8 Hemi engine works on the principle of shutting four of the cylinders down when they are not required for the extra power which allows for greater economy.
Chrysler claims around 23mpg, but I was hard pressed to get 20, but if you buy a car with this size engine, then that's the way it is.
Performance is electric. It powers from 0-62mph in just 6.4 seconds with mighty roar of the V8 overcoming the normally cathedral-like quiet within the car.
The top speed is irrelevant really, but for the record it can reach double the legal speed limit.
Inside the car is equally capacious. Wider and longer than rivals like the BMW 7 series and the Audi A8, it seats five occupants who are all cosseted by high quality leathers seats and deep carpets.
The build quality, which is better than on some previous Chryslers, is now almost a match for the best.
Instrumentation is logical and easy to use with the Swiss-watch-like dials on the binnacle being the focal point.
On the road, the car is like a limo. It is quiet and relexing and able to handle comfortably all but the most potholed surfaces.
Handling is fine, but it is not the kind of car you throw into bends, after all the chauffeur might get the sack if the boss spills his champers.
The Chrysler also offers a 3.5 V6 version and, the car they expect to sell best of all, a model powered by a new Mercedes diesel engine.
Incredibly, prices start at only £25,750 for the V6 and the diesel and the range has now been further enhanced with the introduction of an even bigger touring model.
Chrysler has taken the bull by the horns and have produced a luxury cruiser that is a snip in relative terms.
FAST FACTS
Chrysler 300C 5.7 Hemi
Price: £33,040
Mechanical: 340bhp, 5,654cc, 8cyl petrol engine driving rear wheels via 5spd automatic transmission
Max speed: 155mph
0-62mph: 6.4 secs
Combined mpg: 23.3
Insurance group: 18
CO2 emissions: 287g/km
BiK rating: 35%
Warranty: 3yrs/ unlimited mileage; 7yrs paint; 7yrs anti-rust