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.
