2012 Chrysler 300 SRT8

2012 Chrysler 300 SRT8 Line Up Expands to Meet Demand

The Chrysler 300 is the flagship sedan in the Chrysler brand fleet and is the most expensive passenger vehicle sold by Detroit's third largest automaker. Theoretically, the 300 is twin to the Dodge Charger, a sports sedan prized for its rugged good looks and often selected as a pursuit vehicle by law enforcement departments across the United States.

While the Dodge Charger is all about pushing performance, the Chrysler 300 is marketed for its luxury attributes. Certainly, there is a lot of overlap between these two models, but the direction Chrysler would like to take each of these full-size sedans is different.

New Trim Levels

And Chrysler plans on distinguishing these two models further beginning in 2012 by expanding the 300 line up to encompass six trim levels compared to four for the Charger. That's double the number of trim levels currently offered and is seen as a way to raise the 300's visibility and to increase sales.

The three new trim levels include one that was sold in the past: the 300 SRT8. This model features Chrysler's 5.7-liter HEMI V-8 engine, a true performance model that rivals many of Europe's better sedans.

Sporty Chryslers

New for the line is the 300S, this model designed to attract younger buyers who do not want the usual chrome and wood touches found in the Chrysler 300. The 300S features a matte finish, red or black seating with the letter "S" inscribed in the seat back. This car will ride on 20-inch wheels and come equipped with Chrysler's 3.6-liter V-6 engine paired with its all-new eight-speed automatic transmission.

The Chrysler 300C Executive Series represents the most prestigious 300 ever, and is arguably one of the finest models ever to wear the Chrysler nameplate. This vehicle features hand-sewn real wood accents, a hand-stitched Italian leather dashboard and two-tone nappa leather seats. Polished, 20-inch chrome wheels and U-Connect technology are also included. The Executive Series will be powered by the 5.7-liter V-8; customers can choose standard rear-wheel-drive or optional all-wheel-drive.

Repositioned 300

Expanding the Chrysler 300 line makes sense given that Chrysler hasn't had a true luxury brand in its portfolio since the Imperial. By offering an expanded 300 line up, Chrysler anticipates it can appeal to premium and luxury car buyers, while attracting younger buyers who might not have considered Chrysler in the past. That's a tall order considering the competition, but something Chrysler must do if it is to remain relevant.