Chrysler prepares to push past 1% UK share with new model bonanaza

Chrysler Group is readying a torrent of new product for the UK in a bid to push its market share past the 1% level for the first time in decades.

The company is celebrating sales of more than 20,500 units in Britain last year, growth of almost 40% on the previous year. Marketing director Steve Gray is tight-lipped about predicted sales levels for 2007, but with most forecasts predicting a small overall drop in the UK market, and eight new models planned for the Chrysler, Jeep and Dodge brands, growth of 15% or so should see sales of more than 1% in 2007.

Most of the new models were on show at Detroit. The wraps came off the new Dodge Avenger at the show. The D-segment saloon has retro 1970s muscle-car looks – appropriately for a car that shares its name with one of the mainstays of Chrysler’s UK range in the 1970s.

Avenger is based on the same platform as the Chrysler Sebring. This car comes to the UK in June, together with a convertible version with a retractable hard-top. Both the Sebring and Avenger are designed to appeal to different types of buyer – Sebring customers are typically older, and the car is pitched against more conservative D-sector models such as the Toyota Avensis, while Avenger is aimed at younger, more performance-oriented buyers who might otherwise choose a Mazda 6.

Avenger will be Dodge’s third model, following the Caliber hatchback and the Nitro small MPV, which hits UK roads in July. All Dodge models for the UK are US-built. Meanwhile Chrysler adds a high-performance version of the 300C Touring, the SRT-8, powered by a 6.1-litre Hemi V8 engine.

Jeep gains four new models in 2007 – the new Wrangler and four-door Wrangler Unlimited arrive in April, followed son after by the Jeep Compass “soft-roader” based on the Caliber platform. In July we’ll see the all-new Jeep Patriot – not present at Detroit. – a smaller, cheaper Jeep aimed at younger buyers.

The large Dodge Charger and Magnum models won’t be coming to the UK, however, as they are felt to be too close to the Chrysler 300C. Nor is the new Dodge Viper coupe coming to the UK – or anywhere else in Europe – for now as there is sufficient demand in North America to keep production running flat out.