• Jan 14, 2010
Chrysler Sebring replacement might not be a Sebring

Remember when Ford thought so little of its longtime best-selling "Taurus" nameplate that it spent a fortune trying to push the replacement "500" badge on customers? That lasted about as long as a "Project Runway" cycle. Well, Chrysler might be going the same route in the near future. Ward's Automotive is reporting that Chrysler is about to drop its "Sebring" nameplate to shake the stink off its replacement expected later this year.

Chrysler is about to launch nine models in the coming year that are so thoroughly upgraded they are calling them "new." The Sebring is one of those models. The butt of many jokes within the industry and a slow seller to boot, the Sebring has become a symbol of Chrysler's long, slow slide into near oblivion. It's not surprising then to hear that when the heavily revamped vehicle appears at the end of 2010, it's not likely to wear the "Sebring" name.

We don't think the name had much to do with Sebring's failure, but we understand the desire to convince buyers that the replacement is a fresh start for this mid-size sedan, if not for Chrysler as a whole. A thoroughly reworked Sebring, however, might not be enough to capture new buyers if the name association is still so unpalatable. Maybe they should call it the Camry.



[Source: Ward's Automotive]


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  • 85 Comments
      • 5 Years Ago
      could we be witnessing the return of the much beloved LeBaron?
      • 5 Years Ago
      May? it's a no brainer.

      When I think of "Sebring" I think of endurance sports car racing. Not some boring, poorly built, ugly car.
      • 5 Years Ago
      Duh.
      • 5 Years Ago
      Well Chrysler should bring something like the 200c concept to light, and replace the Sebring with that. well at least that's hopeful thinking lol
      • 5 Years Ago
      Concorde
      LHS
      Belvedere
      Savoy
      etc
      • 5 Years Ago
      It's a first step all right, but Chrysler has a lot more work to do than just renaming the car.
      • 5 Years Ago
      IMO, Cirrus - I don't know the how was its reputation in US, but it was a ruge break of style and image for Chrysler. The Cirrus was the template for the 90's front design for too much brands until nowadays.

      If the nostalgia remains in Chrysler, this is the best choice for a completely new model (or a Lancia Delta sedan...) to designate another break of style for the next years.
      • 5 Years Ago
      Dodge Coronet for Avenger replacement, Fury for Sebring replacement.
      • 5 Years Ago
      Dodge Diplomat. Easy to pronounce in most languages in case Chrysler, I mean Fiat, is interested in exports and want to keep one name for all markets.

      As for Chrysler, how about the Chrysler 6000SUX
      • 5 Years Ago
      "A thoroughly reworked Sebring, however, might not be enough to capture new buyers if the name association is still so unpalatable. Maybe they should call it the Camry."

      That would work, if only the Camry itself weren't so unpalatable ;P

      They should call it the Mazda 6.
        • 5 Years Ago
        Hammerhead-i Eagle Thrust*

        also, They*
        • 5 Years Ago
        Yeah, because "Camry" hasn't been the best selling car for like, oh I dunno, 10 years. Go for it, call it the Mazda6...the one who's always playing catch-up.
        • 5 Years Ago
        The should call it the Hammerhead Eagle i-Thrust
        • 5 Years Ago
        They should just take an Alfa or Lancia and use that name. I would love to see a Chrysler 159.
      • 5 Years Ago
      don't know about the sedan, but the Sebring convertible is the most
      practical convertible I've seen for four people. I have one (an '04)
      with 75,000 miles, and it looks and drives like new.
      • 5 Years Ago
      Jesus, did you have something to do with this? ;)
        • 5 Years Ago
        Praise Jesus.
        • 5 Years Ago
        Actually, in the mid-to-late '90s, the Sebring was considered an absolutely state-of-the-art family sedan, with unusually good handling and a pretty strong V6. It was noisy and rode a little stiffly, but by the standards of the time, it was *very* competitive. Looked great, too. In fact, the Sebring, along with the LH cars, was what brought Chrysler back to respectability after too many years of tired, squared-off, gilded-K-car nonsense in the late '80s.

        Chrysler absolutely torpedoed all the equity of this badge with the '07 redesign. But make no mistake, it was there at one point.
        • 5 Years Ago
        If they build the 200C (the concept looks eminently suited to production) and give it a clean interior with decent-quality plastics, all will be forgiven.

        Well, perhaps not all. But a car like that would do wonders for Chrysler's brand image, regardless of what they called it.
        • 5 Years Ago
        He has respectfully declined to comment on this issue.
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