All-wheel drive is quickly becoming a popular option for passenger cars world-wide, but Chrysler will be bucking the trend for ’09 by dropping its AWD option for three of its models. The Michigan-based automaker has announced that it will no longer be offering AWD on its two mid-size sedans – the Chrysler Sebring and Dodge Avenger – and will also be dropping the option from its Dodge Caliber small car.
The AWD option has been available since 2007, but Chrysler hasn’t seen a significant enough take rate to continue offering the option. Avenger buyers have only checked the AWD option box 1.5 percent of the time in 2008, while only 0.7 percent of Sebring buyers have opted for the $2,000 option. The Caliber sees a slightly higher take rate, but only manages about a 4.4 percent take rate, according to Ward’s.
Chrysler claims that customers are shying away from AWD due to poorer fuel economy, but there are probably a few more factors at play. AWD does zap away another 1-2 mpg in both city and highway driving, but that hasn’t stopped Ford from selling about 20 percent of its mid-size Ford Fusion and Mercury Milan sedans with AWD.
Chrysler’s AWD system probably suffers more from lack of awareness and the brands’ overall dropping sales. We can’t remember ever seeing a Chrysler advertisement that touted its passenger car all-wheel drive systems, even in the snowy Midwest. Moreover, Sebring, Avenger and Caliber sales are down – 23.2, 9 and 7.8 percent, respectively – so it’s probably a hard to up-sell an already dwindling customer base, especially when the option adds $1,300 to $2,000 to the car’s sticker price.
Whatever the driving factor, if you want to put an AWD Sebring, Avenger or Caliber in your driveway, you’d better do so before the 2009 models hit.
10/20, 11:49 AM
posted by:
miket
Good point with no advertising how do you expect to sell some?–The only place you find any information on AWD chrysler products is the company website. Dropping the caliber AWD shouldn’t be a suprise, as the patriot is selling well for jeep now.
10/20, 11:51 AM
posted by:
A4
uhh the snowy midwest? the northeast is more prone to buy AWD than anywhere else… just look at audi sales in the northeast compared to alot of other regions
10/20, 12:02 PM
posted by:
TomF
Audi and Subaru. Not for nothing was Subaru for years the top-selling import in Maine and Vermont.
As for all this talk about the 2009 Sebring and Avenger… if you read today’s GM merger speculation, it’s a fair bet there won’t BE a 2010 Sebring or Avenger or Caliber, etc… so place your orders now.
I wonder what it’s like in the Chrysler advanced product planning office this week. Probably like hanging around a McCain campaign office in Massachusetts.
10/20, 12:09 PM
posted by:
JakeK66
They also RAISED prices an average of 500-1500 dollars on all 09MY model lines (even more on Caliber and Sebring) without announcement a couple weeks back no one reported on…
10/20, 12:13 PM
posted by:
nickkop
sad to see the sales trends…chrysler has started to make some decent cars again, overlooking its cheap looking and feeling interior materials. hard, rough plastic just doesnt cut it, i’m sorry… but apart from that I, even as a non-chrysler enthusiast, have seen a great improvement.. but i guess its just too little and way too late…
10/20, 12:15 PM
posted by:
nickkop
not to mention overall ugly exterior designs, with the 300, grand cherokee, and viper being the only exceptions
10/20, 12:22 PM
posted by:
johnnycanuck
I can almost feel the thundering herd of automotive speculators as they snap up those last AWD Sebrings before they’ve disappeared from the automotive landscape. I’ve already set my PVR for Barrett-Jackson’s 2038 broadcast to see how they fare against a numbers matching Hemi ‘Cuda convertible.
10/20, 3:26 PM
posted by:
400horseSS
I believe Ford’s Mullaly said AWD is the wave of the future.
10/20, 4:34 PM
posted by:
wagon
I didn’t even know Chrysler sold vehicles with AWD.
10/20, 7:22 PM
posted by:
VWgrouP
Well this is a surprise because I bet a tonne of people didn’t even know that Chrysler offered AWD on any sedans..People like me for example..
nickkop agree w/ the 300. I rented one of those a few weeks back to drive out of town on business. And when I first got in, I was shocked out of my friggin pants! I was expecting cheap crappy leather, and ugly looking plastic everywhere! But man, was I wrong. I couldn’t stop looking around when ever I stopped at a light. It has a really nice outside, and a beautiful inside. That’s a real car..not to mention its powerful V8. If only Chrysler designed all their cars like that..
But the one problem I always find with Chrysler, is the placement of the armrests. Its not to to important, but they always seem to place it to far forward and not enough back.
10/20, 8:54 PM
posted by:
autonut
400horses u r correct. Mullaly came from Boeing. We even don’t know if he can drive or likes to drive.
10/20, 9:39 PM
posted by:
Bimmer
Also in the news, Canadians announced that they will be dropping three Chrysler models of their shopping list due to lack of AWD option.
P.S. Didn’t even know it was available as an option (other then on Caliber R/T, Magnum (RIP) and 300 (die, you fugly bastard!).
10/20, 10:45 PM
posted by:
JakeK66
Here’s the thing… They maybe dropping the FWD and RWD versions sooner than later. Does anyone else think that 09MY maybe the last for Chrysler?
10/20, 11:47 PM
posted by:
bigp
well they failed
10/21, 4:24 AM
posted by:
TomF
JakeK66, that’s exactly what I said ten posts earlier.