Chrysler takes aim at competition with new 200 sedan

The new Chrysler 200 C sedan is unveiled during the press preview day of the North American International Auto Show in Detroit, Michigan on Jan 13, 2014. Chrysler took aim at its competition Monday with an aggressive redesign of its 200 midsized seda
The new Chrysler 200 C sedan is unveiled during the press preview day of the North American International Auto Show in Detroit, Michigan on Jan 13, 2014. Chrysler took aim at its competition Monday with an aggressive redesign of its 200 midsized sedan that it hopes patch a weak spot in its offerings. -- PHOTO: REUTERS

DETROIT (AFP) - Chrysler took aim at its competition Monday with an aggressive redesign of its 200 midsized sedan that it hopes patch a weak spot in its offerings.

The 200 is being closely watched as a sign of the successful integration of Chrysler with its Italian parent Fiat as it borrows components and structures from Alfa Romeo.

The agressive yet sleek design represents the "new face" of Chrysler and is considered to be a flagship vehicle, said Chrysler brand chief Al Gardner.

"We designed a car to take on every other vehicle in its class, feature by feature and prove that a quality sedan doesn't have to cross and ocean to be worthy of an American driveway," Mr Gardner said at the Detroit auto show.

"It's Detroit passion and craftsmanship along with world-class execution and it's new from the inside out." It will be built in a new, state-of-the-art assembly plant in Sterling Heights, Michigan in which Chrysler invested US$1 billion (S$1.26 billion).

The 2015 Chrysler 200 is priced near the lower end of the segment but promises more luxurious features than many pricier models on the market, Gardner said.

"The all-new Chrysler 200 lays the groundwork for the future of the Chrysler Brand with a timeless, elegant design, clever functionality... and a host of new technology drivers and passengers will value," he added.