Inside scoop - Chrysler to focus on improving interiors
Chrysler recently invited members of the press to a Manhattan showing of the new 2009 Dodge Ram pickup and Journey crossover SUV, providing insight to the common company weakness--interiors--and what the future holds for its production cabins.
Chrysler executives speaking included Klauss Busse, Chief Designer for Jeep and Truck Interiors, and Mike Accavitti, Director of Global Marketing for Dodge and its SRT high-performance arm. The presentation began with Mr. Accavitti giving an overview of the new Ram. He then turned things over to Mr. Busse, who spent a good deal of time explaining improvements to the pickup's interior (left). The Ram is the first graduate of Chrysler's Advance Interior and Component Design studio, whose mission is to improve the look and feel of the company's interiors.
If production models remain true to the pre-release Ram we saw, the truck's interior could be a more pleasant place to spend time in than the inside of any Chrysler product in recent memory. Padded surfaces cover the door panels and dash, which also features stitching that is real rather than molded in. Rubberized switchgear feels and looks upscale, panel fits are improved, and all materials appear to be of a much higher quality than we've seen lately from Chrysler. The high-end model on display even had a heated steering wheel - said to be a segment first.
All this made the Journey presentation somewhat disappointing, especially when we peeked inside (left). And this time, a discussion of the quality of the interior was not part of the show. Having seen and sat in it, I can see why. While it looks like Chrysler spent a few more bucks on the inside of the top-of-the-line Journey R/T on display than on recent CR test models including the Dodge Avenger, Caliber, Nitro, and Jeep Patriot and Compass, it wasn't anywhere near as nice as the pickup —or as those found in some competing models. When we asked if some of the bits and design cues from the truck might find their way into Chrysler's car lineup soon, Accavatti assured us Chrysler management knows something needs to be done.
"The first step is realizing and admitting you have a problem," Accavatti said. He went on to say that specific complaints including hard plastics, and what he called a "stark" look, would be addressed across the board soon.
Let's hope he's right. While Chrysler vehicles have drawn criticism for their interiors of late, our testing has also revealed some other issues, including coarse powertrains and suspensions that seem noisy and not fully sorted out. Reliability has also been an issue. Among other things, we think the company should focus on the surfaces where people sit, and those that they touch and look at, is as good a place to start making improvements as any.
Plans call for redoing the Jeep Compass and Patriot first, with the updates due to showrooms by the end of calendar '08. New interiors for other models will follow. We look forward to seeing the results.
Also read: "Chrysler threatens to pull plastic plug on "Playskool" interiors." For insights on another Journey, view and listen to their discography.
Comments