• May 13th 2010 at 10:58AM
  • 28
Despite the fact it adorns one of the most derided cars on the U.S. market today, the Sebring badge will apparently survive for at least another couple of years. Recent reports had indicated that Chrysler wanted to make a clean break with its refreshed mid-sized sedan later this year by applying the name Nassau, last used on a 2007 concept car.

However, the cost of launching an all-new brand, which is estimated at $100 million, convinced the staff in Auburn Hills and Turin that it might be better to hold off until an all-new car was ready to hit the streets. Unfortunately, that's still some time off. This isn't the first time we've heard of an automaker retaining a tainted brand because of the high cost of marketing a new one. General Motors opted to keep the Aveo name for its new B-segment Chevrolet that's arriving next year for that very reason.

Frankly, we'd rather see $100 million spent on creating a better car that can sell itself than on trying to market a new name.

[Source: The Detroit Bureau]

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    • 1 Second Ago
      • 5 Years Ago
      THANK GOD- the domestic auto market would be lost without the Sebring name...
      • 5 Years Ago
      "Nassau" is a dumb name for a car anyway.
      • 5 Years Ago
      All the best,Chrysler.
      • 5 Years Ago
      Reprieved reprieved!

      Actually .. as long as it is not an ugly name .. who cares. I always had a hard time with “Taurus” for example.

      Too bad Plymouth is not around as I liked the “Fury” name a lot. Sheesh; I am thinking the tail-fins should have a comeback soon too. So what do I know.
      • 5 Years Ago
      Keep the Sebring name for the all new convertible and the 200 Series for the new sedan. Chrysler has shown the 200 electric concept and that is a very nice car.
      It must compete in quality and reliability with its competition.
      I think once the all new 200 is out, then Chrysler will need a three series competitor as well. The all new 300 series will compete with the full size segment and the 200 series with the mid-size.
      • 5 Years Ago
      keep the freaking name Chrysler...If you make a great car it will reverse the reputation for the car...Just look over at what Hyundai has done with the Sonata...
      • 5 Years Ago
      Once again I'm impressed with Sergio Marchionne. Toyota is on the umpteenth generation of Corolla, and some early generations were really terrible econo-boxes. Saving $100 million is a lot of money that can be better spent, and it appears it is, on the Sebring upgrade itself.

      Always panned, it is not intrinsically a terrible car. It is just unfinished and somehat crude, like driving a pre-production test bed vehicle. Chrysler just ran out of money to finish the Job.

      Consider the IIHS rates it as a 5 star and safe vehicle, in both head on and side crash tests. It has fine crumple zones, ample air bags, active headrests, and pre-tensioned seatbelts. So its is safe. It has not had many recalls. JD Powers reports that Chrysler brand cars rate in the category of above the median for reliability and dependability, ahead of Chevy, VW and Mazda to name a few brands that it beats.

      The suspension is McPherson struts in front, and Independent multi-link IRS in the rear, both contemporary and very suitable, and even upgraded, over some of its competitors. It is of the appropriate size as well, ranking at just about the average size for a D-segment car. It had a modern, all alloy, DVVT, DOHC engine that at the last minute, was forced to be mated to a 4 speed automatic transmission that was meant to be scrapped, when the new 6-speed transmission meant for the car, proved to be unobtainble. The V6s it had were acceptable if not the state of the art.

      And of course the styling proved unfortunate and the interior was chintzy. The suspension could have used some more tuning as well, all relatively minor things that a full development budget could have cured. Now Marchionne has spent those dollars to finish the Job.

      Of what we know, the revised Sebring will get a re-tuned I-4 with perhaps MultiAir VVT/VVL. It definitely gets a modern 6-speed DCT, as well as a 6-speed automatic while the 4 speed automatics are dropped. The Styling is heavily revised. It may recieve a new PentStar v6 producing 290 HP in place of the 2.7 and 3.5 liter V6s it had that produced at best 230 HP. The suspension has been re-tuned, and attention has been paid to NVH. The interior has been redesigned and of higher quality.

      It should prove to be a transformed car.

      Frankly, I expect the revised Sebring will be just as big an eye opener, as the Ford Fusion MCE and the Malibu MCE proved to be. The car will be transformed to at minimum, a valid midrange competitor from a tail end Charlie offering that it used ot be.

      • 5 Years Ago
      The $100 million will be spent anyway when the new brand launches. But it'll be more effective, because the Nassau concept is a completely different vehicle.
      • 5 Years Ago
      While I kind of see the logic, this whole thing is demonstrative of what is fundamentally wrong with the American car industry. "Oh our cars suck and nobody likes them. Clearly we need spend $100mil to create a new brand image!"

      No. You need to make a better F'ing car! Spend all the money on engineering and Q/A and the rest will follow. How is this not obvious???

      At least there appears to be somebody there with brains enough to stop wasting the money on a refreshed Sebring that would have been even more of a joke.
        • 5 Years Ago
        Well then why did you post the following?

        "No. You need to make a better F'ing car! Spend all the money on engineering and Q/A and the rest will follow. How is this not obvious???"

        They're doing just that with the update coming out this year, and then the new car after that can only be better.
        • 5 Years Ago

        Um. No. I just don't always feel a need to post about it. My frustration tends to build up with this stupidity and every few months I need to vent via impotent online poasting rage.
        • 5 Years Ago

        Is this the first article you've read about this car and what's coming?
      • 5 Years Ago
      I admit that there must be something loose in my brain because, aside from the interior, I rather like the current Sebring sedan.
      • 5 Years Ago
      im responding to the person who said the sebring replaced the cirrus.... the sebring sedan replaced the cirrus for 2001, the sebring coupe and convertible arrived as the Lebaron's replacement for the 1995 model year for the coupe and 1996 for the convertible. the odd part was the sebring coupe was based on the mitsubishi gallant platform where as the cirrus and sebring convertible shared a chrysler platform..if you really want to get technical, the sebring has been around for 15 years, but it actually goes back many, many years before that as the Plymouth Satellite Sebring! at one time the lebaron was actually the chrysler imperial lebaron! the sebring is schedualed to be replaced around 2012 using a fiat based platform... until then, chrysler has decided to revise the current model inside and out and will go on sale this fall. you should see atleast the revised 2.4 liter 4-cylinder making 190-hp and the company's new 3.6 liter v6 making 290-hp! if you are going to get technical with me, be sure you get your facts right!!!
      • 5 Years Ago
      What about the Avenger name?
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