What they said when the Chrysler 300C was new… (Oct 31 2005)
BRITAIN'S executive car market gets a new entrant this month (Nov) when the Chrysler 300C arrives in dealerships.
It is a bold move to launch the big Chrysler saloon into a segment which has been steadily declining in share while just four main brands have come to dominate, but initial feedback is that about 350 models will be sold before the end of the year.
These will come from what Chrysler UK marketing director Steve Gray calls "early adopters", who value having something different and stylish.
In a full year, Chrysler Group anticipate selling 2,700 300C models and 75 per cent are expected to be the forthcoming diesel which is not available at launch in the 85 dealers.
In the US the 300C has won more awards than any other car and it has been on the European market for 18 months, but Chrysler Group UK thought very carefully about which model to bring to Britain and when to launch it over here.
Now it has been fixed for introduction on November 10, initially with a 249bhp, 3.5 litre V6 or a 340bhp 5.7 litre V8, both with five-speed auto boxes. They will be joined by 218bhp, three litre V6 turbodiesel version in January and for late spring a 300C Touring estate, with a high performance, 6.1 litre SRT V8 saloon arriving in spring 2007.
The diesel and V6 will be equally priced at £25,750 with the V8 Hemi costing £32,995, which includes sunroof, sat-nav, six-disc player and seven speaker sound system together with wood detailing. The Touring version will be up to £2,000 more.
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Now built in Austria for right hand drive markets such as the UK, Australia, Japan and South Africa, the 300C shares some powertrains with sister-company Mercedes-Benz models which have proven reliability and this combined with the car's rarity, high specification levels and keen prices means that residual values are likely to be good in the UK.
Mr Gray believes that while the executive market is dominated by Mercedes, BMW, Audi and Jaguar, the 300C will appeal to Saab and Volvo owners who want more space and higher equipment levels. Widening the segment in this way means the potential market extends to about 70,000 UK buyers.
"I don't think the 300C will appeal to the average E-segment buyer, who is probably quite conservative, but this stands out as something different and stylish," he said.
It is a big car, extending beyond five metres long, 1.88m wide and standing 1.47m tall. It weighs in at around 1,900kg and holds over 500 litres in the boot.
The four door design creates a roomier interior than the BMW 7 Series or Jaguar XJS.
The UK models, which are cheaper like-for-like than their European counterparts, have also undergone some fundamental chassis changes to give the cars greater dynamic appeal and tautness.
I briefly tested all three versions of the new 300C series and was most impressed by the CRD auto, which is very strong mid range and not only has a 0-60mph time of under eight seconds but a maximum speed of 143mph and should return close to 35mpg overall.
The V6 is very eager to accelerate but is actually slower than the diesel covering rest to 60mph in over nine seconds with a best of 136mph and under 26mpg. It sounds only slightly quieter than the diesel.
At the top of the range the big, lazy V8 Hemi clips the sprint time to 6.4 seconds and top speed is electronically limited to 155mph but you would have to live with fuel consumption of under 24mpg. It is, however, a quiet, smooth and powerful engine.
All the models provide an excellent smooth ride and good responses over twisting roads while the big seats offer a lot of adjustment and support.
I must also confess to actually liking the very European and tasteful interior with its wood detailing and leather upholstery.
I think the arrival of the Chrysler 300C will change the executive market in the UK. Not significantly, but noticeably. It is a lot of good car for the money, particularly if you go for the 3.0 CRD.
Words: Robin Roberts
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