Stratus Name Dumped

It remains to be seen if the 2007 Chrysler Sebring will be the challenge to the Honda Accord and Toyota Camry that Chrysler CEO Tom LaSorda expects it to be. LaSorda, beaming at Chelsea Proving Grounds Wednesday, June 22 at the unveiling, said, "We will take market share away from everybody with this car."

Indeed, the new Sebring is well executed, with as good an interior as the other recent cars from DCX. But how about the name? Chrysler officials say a lot of conversations have taken place about whether to keep the Sebring name. "In the end, we felt the convertible has given the name good equity, and the racing origin of the name works well too," said one Chrysler honcho at the unveiling. The company is betting that the new design and some compelling advertising around the car will make it a success.

Not so for the Dodge Stratus. When that car debuts, it will have a new name. The Stratus had no equity with anyone, it turns out, and no positive imagery. Both cars, though, may possibly suffer from a lack of a six-speed transmission, except for the premium V-6 Sebring. The 2.7-liter V-6, expected to be the volume car, won't have it - it only gets a four-speed.

But that seems to be part of the strategy. Chrysler says it will price the Sebring below comparable Camrys and Accords. But it is also trying to create the biggest demand for the up-market, highest-profit version. It's a lesson learned well from the Chrysler 300, where more than 50 percent of volume has been for the up-market 5.7-liter, HEMI-equipped 300C. -Jim Burt

The Car Connection