Chrysler doesn't have a luxury brand?

[bull]

So I'm reading this article about the DSE Charger build when I run across the following sentence: "For reasons nobody really knows, Chrysler doesn't have a luxury brand like Lincoln or Cadillac."

Um, what?

http://www.msn.com/en-us/autos/classic-cars/camaro-experts-build-coolest-car-ever-a-1969-dodge-charger/ar-AAgB80g?ocid=spartanntp

[ws23rt]

 

[polywideblock]

I thought that Chrysler WAS the luxury brand           dodge and Plymouth were "performance " weren't they 

[JB400]

I can see in a sense in which would prove that sentence right and wrong.  The Chrysler Corporation had the Imperial division for quite a while as their executive division.  When the Imperial division got the axe, the Chrysler division took on the role.  Later, it also took on the position of the cheaper division as well when Plymouth seized operations.  As it stands now, basically if you want a cheap, luxury car, you buy a Chrysler.  If you want one with a little more prestige, you buy a Lincoln or a Cadillac.  Personally, I think Chrysler does put out a better product than Lincoln or Cadillac on some fronts.

[bull]

I thought that Chrysler WAS the luxury brand           dodge and Plymouth were "performance " weren't they 

Exactly. I'm pretty much convinced the writer just doesn't know what he's talking about, even though the gist of what he says can be true in some cases.

I can see in a sense in which would prove that sentence right and wrong.  The Chrysler Corporation had the Imperial division for quite a while as their executive division.  When the Imperial division got the axe, the Chrysler division took on the role.  Later, it also took on the position of the cheaper division as well when Plymouth seized operations.  As it stands now, basically if you want a cheap, luxury car, you buy a Chrysler.  If you want one with a little more prestige, you buy a Lincoln or a Cadillac.  Personally, I think Chrysler does put out a better product than Lincoln or Cadillac on some fronts.

True. And Chrysler has been all over the map with it's Chrysler name, ie., a Town and Country minivan that's little different than a Dodge Caravan. The 200 which is kind of a glorified Dart. Only the 300 really goes all the way but there are very basic examples of that one too such as V6 rental cars.

[DixieRestoParts]

Well, the writer is kinda right. Chrysler does not have a competitor to  Lincoln or Caddy. No, large fullsize (luxury) cars like the old New Yorkers or Imperials. The 300 to me is more of a mid-size nice car.

[Ghoste]

After the demise of Imperial Chrysler was the luxury brand for some time but the Germans and Italians have made sure to downgrade it so as not to compete with their own flagships.

[bull]

Well, I still say the writer is wrong. Chrysler IS the luxury brand. It may not be as nice as the others but it's still the luxury brand. You don't have to be the best at something to keep doing it. I'm not the best mechanic at my company but I'm still a mechanic.

[ws23rt]

What makes a car a luxury car?  Is it expensive details that the driver sees? Is it that place in a category that just speaks high end from a name?

Marketing high end cars has more to do with image than function.

For me my hellcat is a luxury car. It has bells, whistles and comfort that were futuristic not many years ago.
Maybe I need to drive a Bentley to find out what "luxury" means today

I would think the chrysler 300 would fit the luxury slot just fine for the (current) owners of the company. Maybe an AWD hellcat version would sell?

[hemi-hampton]

Ford & Chevy had a sub compact cars that got good milieage. For Example the Ford Focus & Top Selling Chevy Cruze with 40 MPG. Chrysler had nothing to compete, SO, They invented the Dart that had to get 41 MPG & be priced $1,000 less then Cruze. Now they are Axing the Dart & 200 & will have nothing in that Category to compete. 300 is there Luxury car so Ford had to come out with a 500. LEON.

[bull]

Now they are Axing the Dart & 200 & will have nothing in that Category to compete.

They are? Brother. Chrysler is so scatter-brained when it comes to models. Can't seem to keep a name longer than a decade.

[68X426]

Can't seem to keep a name longer than a decade.

Well there was Desoto, it lasted 34 years before they screwed up. 

[Mike DC]

         
Chrysler can't keep an owner for more than a decade.

[bull]

         
Chrysler can't keep an owner for more than a decade.

That too. One probably has a lot to do with the other.

[Brock Lee]

Yeah, the 300 is obviously the "luxury" version within the LX platform. It is obvious inside and out. Even on V6 cars. There is more attention to comfort and style than toward performance. Even the gauges and message centers present on various models reflect that.