Chrysler 300 and 300C 2013: Launch Review

Not so much
>> Toned-down exterior styling

Wagering on the Large Car segment is apparently troublesome but the Italo-American group anticipates making greater sales strides with the long-awaited return of its iconic big American sedan.

Equipment and pricing levels set the new 300/300C offering between the understood ‘ends’ of the local market. Importantly, company research says buyers want options – both to the default Teams Red and Blue at the lower end and the Germans at the top of town.

“Consumers have told us they’re not happy with the value equation at either end,” says Aussie Fiat Chrysler Group CEO, Clyde Campbell.

“At one end of the segment there are the Europeans, versus models involved in fleet sales... When you see those sorts of problems in a segment, that’s where there’s an opportunity.”

“We’ve got the right badge: it’s a credible alternative to the upper end, and in the value equation we’re offering something that’s not been seen in this segment before.”

The local release of the 300 and 300C coincides with the opening of the group’s headquarters in Port Melbourne, and represents “a re-launch of the company... It’s exciting times for us.”

Pent-up buyer demand for the new 300 models also cannot be underestimated.

Upgrades to the new generation 300 range (which debuted at New York Motor Show in 2011) include a super-sized touchscreen for trip/infotainment/vehicle settings information, proximity key entry and push button start/stop across the range, blue-lit restyled instrumentation, auto-levelling bi-xenon headlights with daytime running lights, power folding and heated side-view mirrors and power-adjustable front seats. While the Limited model gets cloth trim (preferable for some buyers) this is a significant level of standard equipment given the entry price.

Stepping up to the 300C model brings features such as heated leather front seats with memory function, auto adjusting side mirrors to assist reversing, heated steering wheel and heating/cooling for the cupholders.

New 300C with the 3.6-litre V6 petrol starts at $46,500 or $51,500 for the 3.0-litre V6 diesel. The Luxury specification, for another $4500, includes wheel-mounted gearbox paddle shifter, 20-inch wheels, chrome exterior trim embellishments and a 10-speaker stereo system. A 19-speaker, 900-watt upgraded version from MyGig is also available among the options list.

Topping the range is the 300C SRT8 with 6.4-litre Hemi V8, for $66,000. That sounds cheap, and it is. In relation to immediate competitors the SRT8 is extremely good value considering its equipment levels (high-end Brembo brake package, full leather interior and comprehensive safety suite) and performance credentials.

Observers of the brand are probably aware sales including end-of-financial year clearances aren’t part of Chrysler and its cohorts’ agenda here. Instead, the American automaker has ‘Spring Break’, July 4 and/or even Halloween deals, and in the case of the new 300 and 300C range, previous owners will be offered incentives to update via promise of Mopar accessories for their new purchase.

The 3.0-litre diesel is sourced from VM Motori and is good for 176kW and generous 550Nm from 1800 revs. It uses the same Benz-sourced five-speed auto and returns a combined economy figure of 7.1L/100km fuel in a combined cycle (compared to 7.7L).

Both entry V6 models come standard with 18-inch alloys.

The new SRT8’s 6.4-litre engine is rated at 347kW and 631Nm. It replaces the 317kW/569Nm 6.1-litre version which powered the outgoing model and is an all-together more modern mill.

Unlike the old HEMI, the new 6.4 incorporates variable valve timing, cylinder deactivation and coasting 'fuel shut-off' for savings and increased efficiency (rated at 13L/100km).

Four-piston Brembo brakes (360x32mm ventilated front discs; 350x28mm ventilated slotted discs at the rear), 20-inch wheels and Sport mode for the auto (with paddle shift) help further set the SRT apart from its more sedate siblings.

The top-flight SRT also comes with a neat vehicle info program viewed on the centre screen, providing details like g-force loads and sprint times. Sport mode increases shift response and the electronic stability control has a three-setting program (degrees from full ‘on’ to partially disengaged) to “customise the SRT8 to suit particular driving conditions or moods”.

The 3.6-litre petrol engine also uses the abovementioned fuel shut-off function, which is activated under deceleration. On the entry model transmissions, Chrysler says the eight-speed to which petrol V6 is matched is lighter than the five-speed used previously, and the diesel engine's high torque output means the five-speed remains a worthy combination.

Chrysler rightfully says it stamped its performance heritage as early as the 1950s; in more modern times, the SRT arm (for Street and Race Technology) was introduced in 2004. According to SRT man David McDonald, this new SRT8 is the best model the outfit has yet built. He also believes the 300 is one of the best Chryslers ever built.

Its exterior styling remains flamboyant but the 300’s front-end has been toned down, incorporating slimmer headlights that appear influenced by the sharp styling used by Mercedes-Benz... Perhaps legacy of the previous relationship with Daimler?

The rear styling is still very American, complete with fin-like treatment for the rear quarters towards the taillights, and the sedan’s distinctive high beltline remains which may deter some buyers with children not yet tall enough to see over the door panel(s).

It’s a very luxurious large car, with focus on space and comfort meaning ample leg, foot, shoulder and headroom, and well-sized plush seating for all passengers.

While Chrysler’s 300 models suited the ‘Made in Detroit’ spin, the company has moved on and out: think Madison Avenue New York, not 7-mile Detroit...

Alas, the good-looking wagon model previously available is no longer being produced.

The range is available with blind spot monitoring, adaptive cruise control and forward collision warning system. These features are standard-fit for the 300C Luxury and SRT8 models.

Holden Commodore, Ford Falcon and Toyota Aurion have the size but lack comparable luxuries, while the Chrysler’s pricing embarrasses some of the ‘official’ luxury brands on equipment standards alone.

SRT8 has its eyes firmly on prizing some of the cashed-up crowd out of their HSVs and FPVs, no doubt.

See ON THE ROAD, but before large car shoppers even get behind the wheel of any 300, the diesel option brings an immediate ace card against the cheaper options.

Obviously that’s not the fastest or most efficient way to lap a circuit but a load of fun. Braking worked to good effect throughout the track time and while things got wobbly for this driver due to the slippery track, it was the same for seasoned racer and group dealer Greg Crick who took us for hot laps after our attempts.

On the entry models, the new 300 is immediately better on the road than the outgoing version which was at times noisy and clattery over less-than-ideal surfaces. This time, the wheel/tyre combination serves the suspension set-up for excellent absorption and comfortable ride. We didn’t notice tyre or road noise and no times does the suspension ‘crash’ over the road.

Steering is weighty and while that might dull feedback there’s still a lot of notice, and response is good for such a large car. And no matter how hard it’s pushed, the steering and car’s balance are unnerved by the tasks.

No surprises vision out of the cabin is good for front passenger and driver, even with the far-off rear pillar. This driver also didn’t have any issues with side vision.

The diesel model is probably the pick of the range: cheap, frugal and performance oriented. Chrysler’s right when it says the five-speed suits well enough: the engine has torque in spades, all of it tractable and giving the impression this model has as much spirit as its stablemates. It also sounds quite good, though nowhere near as nice as the Hemi which spokespersons tell us will be available to order with a trick exhaust system “soon”.

The V6 petrol is also responsive and probably smoother off the line, and the eight-speed is fuss-free. For buyers sizing up the V6 models, the choice will be difficult.

The Fiat Chrysler Group’s assessment of a “stagnant” large car segment might be correct, but that’s about to change now the 300 and 300C are here.

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