DCX has great brand identity and cutting edge designs. Once they get their materials and craftsmanship up to par they will be well on their way. Check out this article from Autoweek.
With an eye on its competitors, the Chrysler group has created a separate studio to make its interiors more attractive. Previously, a single studio designed interiors and exteriors.
The move follows criticism by dealers and journalists that Chrysler’s interiors need work. Mentioned in particular: the textures, tones and abundance of unattractive plastic trim.
The concern is that “you can get to a point where maybe your cars aren’t really competitive anymore because the interior is not as good as a competitor’s,” said Andrew Dyson, senior manager of Chrysler’s product design office. “That could be the customer’s deciding factor.
“Our aim is to raise the bar in terms of fit and finish. We’ve had good themes in the past, and we want to go even further with our themes, use really good materials and really get to a higher level.”
Dyson was interviewed at the Geneva motor show.
The interior studio was created in October. Tim Annes is the chief designer, overseeing a staff of about 25.
As Chrysler, Dodge and Jeep vehicles are redesigned or restyled, the interior will be upgraded. The first upgraded vehicles probably will be 2011 models, Dyson said.
Dyson said the automaker has been admiring the interiors of Audi, Volkswagen and a “newcomer.” And “we are quite impressed with what General Motors is doing,” he said.
He said the cost of interiors will rise, and that will mean cuts elsewhere in vehicle development.
Dealers reacted positively to the prospect of better interiors.
“As the industry reaches a greater level of parity, those amenities and creature comforts are going to be more important,” said Chuck Fortinberry, owner of Clarkston Chrysler-Jeep in Clarkston, Mich.
“They’ll help take us to the next level and differentiate us against the rest of the pack.”
Said Thomas Vann, owner of Team Hillsdale Chrysler-Dodge-Jeep in Hillsdale, Mich.: “We’ve seen drastic improvement in the cleverness of the interiors and the fit and finish. This was a problem for years.
“Even in the ’90s, when they got on the cutting edge, the fit and finish was horrific. Door panels would pop out and just creak and groan. There would be three of us driving in minivans trying to figure out where the noise was coming from.”
Fortinberry agrees: “You go back to the old Chrysler interiors – holy cow, we had some ugly stuff. If you look at Jeep Grand Cherokee and some of these other vehicles now, they’ve got a lot cleaner, more European look.”