Chrysler wants ‘S’ branding to appeal to youth market

The average age of those who buy new Chryslers? Sixty-two. That’s not good for a brand that’s looking to expand into new markets and thereby increase sales. Invariably, such a strategy means younger buyers will need to be lured into the showroom.


In order to entice younger buyers, Chrysler reportedly plans toenhance its so-called ‘S’ sub-brand, starting with the refreshed200 sedan (the old Sebring) and the more heavily revised 300, that Chrysler says will appeal to those who want something a little more “edgy.”


Exterior chrome will be blacked-out, interior wood will be replaced with carbon fiber and traditionally staid interior colors will now be offered in brighter red hues. There won’t necessarily be any modifications to the car’s driving characteristics, as this is intended to be a styling exercise only.


Source:Autoblog
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