Chrysler in Detroit Motor Show 2013

Detroit 2013 has finally started in a complete different scenario than previous years. US car market is at its best since 2007 (pre-crisis) and seems there’s still a bit more to grow in the coming months before reaching its natural top. In Detroit all auto makers are supposed to show their latest inventions as it is America’s most important motor show. Chrysler, which had the best results in 2012 since its bankruptcy, disappoints at this event. When we were expecting at least two all-new models, the group revealed the first facelift of current Grand Cherokee’s generation (coming along with new gearbox and diesel engines), and the GT version of Dodge Dart, as the main ‘new’ products. It’s a pity that the expected Chrysler 100 or new 200, or the new Jeep Cherokee were not ready for this show. According to Sergio Marchionne, Chrysler should sell 2.6 million units this year, or 200.000 more than in 2012, but he thinks is not enough and they will be busy enough to reach higher numbers. But how? yes, demand is still growing in USA, but if there are no new models consumers will look at competitors. The mid-size SUV segment is really important in America and the group does not offer anything at this moment. Chrysler brand needs to add more products to its small range, and Dodge must be boosted with better and more modern sedans. Good for the move of working even more to reach the goal, but bad for the fact Detroit 2013 will not be remembered as Chrysler’s main event.