Chrysler infuses luxury into new 300 sedan

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A recently revamped Chrysler 300 sedan brings the company's mainstay into premium territory. (KABC)

Chrysler recently revamped its 300 sedan. The full-size car has been a mainstay of the brand, but a few tweaks brings it into the luxury end of the car world.

It's not a full-on luxury car, but something to compete with other sedans.

The 300 joins the 200, which was thoroughly redesigned last year, as the sedans in the Chrysler lineup with a wide range of prices. Though you can edge the 300 into premium car territory if you want something truly American and a bit upscale.

"Spectacular, beautiful, great luxury interior materials and refinement and you get a price at the heart of the market. You can get the luxury, you just don't have to pay for it," said Al Gardner, president and CEO of Chrysler.

The Chrysler brand is part of the global company Fiat Chrysler Automobiles. No, Chryslers aren't going to all turn into variations of Fiats. They're also not going after Cadillac or Lincoln. For playing in the premium arena, the company will be relying on the Italian side.

Fiat: sporty compact cars. Alfa Romeo: meant to compete with the likes of BMW and Audi. Maserati will carry the ultra-luxury flag. They also have Ferrari under the company umbrella, but those are in a league of their own.

"Luxury, premium, we do really well. But we do it well with the European brands that we're bringing in," Gardner said.

The 300 and 200 compete well in the sedan arena. But what about a crossover SUV or CUV? Yes, for sure, says Chrysler. No details yet, though.

"Whether it's a small, mid-size or large CUV, there's open space for us and that's what we're considering right now," Gardner said.

In the meantime, work is underway on the next generation of the Town and Country minivan. That's an area Chrysler has done well in previously and will definitely stay in the game.

Other parts of the company may be distinctly Italian, but when it comes to Chryslers, they're going to stay quite American in looks and character.
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