Seen by approximately one in every three Americans, Super Bowl 46 in Indiana’s Lucas Oil Stadium was a closely matched showdown between two NFL football teams with only victory in mind. On the field, the New York Giants resisted the last-second charge of the New England Patriots for the glory of this Sunday sporting classic. Apart from the battle on the gridiron, corporations have been spending on average 3.5 million dollars for every 30 seconds of commercial time in order to win over the vast television viewing public.

Auto companies again utilized breaks during this big game as an attempt to woo purchasers of what is often their second-most costly expenditure. For the 2012 game, Chevrolet bought several commercial spots, an Audi S7 Sportback inadvertently battled vampires and Mathew Broderick took a day off with the 2012 Honda CR-V. For the second year in a row, Chrysler’s Super Bowl advertisement garnered an MVP award-worthy play during halftime of the Big Game.

Compiling the revered “Imported from Detroit” marketing campaign into a two-minute spot for the 2011 Super Bowl, it was unarguable that Chrysler advertisement ran on emotions rare conveyed by a commercial. To the musical background of Eminem’s “Lose Yourself”, a Chrysler sedan roared down the Detroit streets implying a shared sense of deviance to surrender to the worst of a broken economy. For the 2012 ad titled “Halftime in America”, Chrysler’s message was sent poignantly to an entire country.

Narrating and appearing in the Chrysler commercial was true American fixture Clint Eastwood. Through his signature raspy, low-toned voice, Eastwood initiated the Chrysler spot stating “It’s halftime”. Suggesting the NFL Championship at hand, television viewers were quickly introduced to halftime being a grander, symbolic reference. “It’s halftime in America, too. People are out of work and they’re hurting. And they’re all wondering what they’re going to do to make a comeback. And we’re all scared, because this isn’t a game.” Eastwood declared. In the advertisement, a visual of Americans from many walks of life. Instead of the chorus resisting failure on last year‘s ad, Chrysler’s 2012 Super Bowl commercial leaves on a note of rallying optimism with Clint Eastwood saying, “This country can’t be knocked out with one punch. We get right back up again and when we do the world is going to hear the roar of our engines.”

Though possessing a primary purpose of luring customers to buy Chrysler Group products, the spirit and words of the 2012 Super Bowl commercial is profound enough to motivate the general American public searching for the strength inside. Advocating the notion of an entire nation acting as one to combat even the most difficult decisions for a country, this attitude of some political pundits following the Sunday night Super Bowl commercial deeply contrasted the message. On Monday, several news shows read the Chrysler advertisement as a politically motivated act. Rather than showing the progress that Americans in the auto industry have made in only a short time, analysts and commentators felt the message was instead a shaming of those who did not support the United States auto company in its time of need. It seems disappointing that the accomplishments for a large group of people rising up in a tough economy (labourers, engineers, designers, accountants, salespeople and even the executives) has become another casualty of a presidential election year’s selfish, hurtful politics.

David Kelleher, President of Chrysler’s National Dealer Council representing 2,300 dealership outlets shared a statement February 8th relating to the “Halftime in America television ad. Kelleher stated the commercial theme was “… simply a recount of the achievement of Chrysler, and its dealers who sacrificed and drove to take this American icon from depths during the national economic downturn to the success we have accomplished to date.“ The statement ended with David Kelleher saying, “We have no doubt that this ad had no political agenda of any kind but rather a statement of fact and hope for the future for all of us and America.”

The spokesperson of the commercial Clint Eastwood was also confronted with questions that the Chrysler message demonstrated his so-called political leaning. Eastwood was required defend himself against words indicating no direct political message. For those who wanted to bring Clint Eastwood’s political past (that included serving as a mayor of Carmel, California) into the debate of this Chrysler commercial, he has shown an unapologetic ability see both sides of the story. Like so many Americans, Clint Eastwood overall appears only to support ideas, not parties.

A third and final detail of the 2012 Super Bowl ad considered Chrysler’s claim of nationality. On YouTube, there was at least one comment aware that the promotion the United States in the television ad does contain a taste of irony. Realizing that Chrysler is majority owned by Italy’s Fiat Group, Chrysler is not a purest’s idea of an American auto company. In an auto sector where global diversity is being exercised to build cost effective, reliable vehicles, every car brand can carry many flags. The recent automotive marketplace has become a situation where product nationality considers the people who build and sell a vehicle.

As inspiring or controversial the commercial “It’s Halftime in America“ is overall, Chrysler appears determined to continue fighting its game that has netted some major advances. Chrysler was able to boast the efforts of the company, employees and the loyal customers succeeded together to refire the automaker’s production engines. Leaving 2011 with year-end sales 26 percent higher than 2010, the regenerated Chrysler Group left the year posting the highest 12-month increase of the Detroit Three auto companies. Chrysler products enter this year 44 percent more customer sales in January 2012 than compared to a year ago. This 2012 Super Bowl Chrysler commercial promotes an auto company ready to introduce new products such as the Dodge Dart and SRT Viper less than three years following the near ruins of bankruptcy.

Information, video and photo source: Chrysler Group

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So it’s official; the new Viper will be called an SRT Viper. Despite being sold at Dodge dealers, the car will be part of the company plan to make Street Racing Technology division its own brand. But, in this case we care less about branding than the actual vehicle – the Viper is coming back! The launch is set to take place at the New York International Auto Show in April, but SRT has posted a teaser on its Facebook page. SRT said a while back if they got 10,000 likes Facebook likes they would release a teaser, and as promised, they’ve let out this new image of the front end.

As expected it is very vague and shrouded in darkness, but we get a few glimpses of the overall hood design. Company officials are really excited about the new car, which looks to continue being very Viper in character. That means American muscle, not the Ferrari-inspired type model some people were speculating about.

What will be changing though is having the Viper be a bit tamer and more refined – adding things like cruise control (the horror!) and cupholders.

The 2013 Viper will be manufactured at the Connor Avenue Assembly plant in Detroit, where 22,070 Vipers have been produced. It is Chrysler’s boutique plant, also home to the Plymouth/Chrysler Prowler. The plant has been idle since July 2010, but it will spring to life late this year. Chrysler is asking employees who used to work at the plant to return again – they will report for training this fall. It’s really great to be seeing a modern American classic like the Viper being released again. Just a few years back we were unsure of its future. Chrysler was in dire financial straits, and just before it declared bankruptcy, they even tried to sell of Viper as a separate brand. Fast forward to today and the Viper is a key part of the company’s plan to increase excitement around its performance line. We’re looking forward to many more years of Vipers ahead.

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In the muddled order of the Chrysler Group’s brands, Dodge’s stated future mission is to be a performance brand. This ambition has led to a few different conundrums. What about the Journey, Grand Caravan or just released Dart? These are all as mainstream as they come, and in reality that is right where Dodge should be placed. Mainstream, with a bit of bolder performance twist. Despite the lofty talk, that is exactly where Dodge is right now.

Alfa Romeo can focus on European performance and handling. Where Dodge has shone though is with SRT models. If the dreadful Neon had one redeeming model, it was no doubt the SRT-4. Same thing for the Caliber. The Dart looks to be a far more competitive model than either of those. That gives the performance trim level a much better basis to start off from. According to Motor Trend, Dodge and the team at Street Racing Technology has a Dart SRT-4 waiting in the wings.

The high watermark of small car performance at Dodge was the Caliber SRT-4 with 285 horsepower. MT says the Dart SRT-4 will seek to surpass that. That will make for screaming performance – and if left as is with front wheel drive, probably some incredible torque steer too! With that much power we think the car would be better suited to having an all-wheel drive system.

AWD in general is much better suited to performance applications. With AWD, the Dart SRT-4 would be a head-on competitor to the Subaru WRX and Mitsubishi Lancer Evolution. As for the Focus ST, it would be in the rearview mirror. That is if the Dart SRT-4 really gets close to the 300 hp though – we could see it coming in at less than that. For instance, 250 hp would still make for sprightly performance.

To get to that figure, Dodge would have to either use the new Alfa Romeo 1.8-liter coming up or turbocharge the existing Tigershark engine. Adding turbocharging to the Tigershark is the most likely option, as the Alfa Romeo engine is considerably more expensive. Expect the Dart SRT-4 to land as a 2014 model. Hopefully by then more of the competition will want to get in on the performance action too.

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Chrysler/Fiat’s branding strategy is quite curious. They’re doing things right now that is unprecedented in modern times. First of all, they are proliferating individual brands. The Ram truck was split off from Dodge into its own division, complete with its own website – despite being sold in the same dealer. Then you have Street Racing Technology, which the company is trying to pitch as its own division, with its own marketing and the like.

Then Fiat is added into the mix, which has gotten an entire line of dedicated studios. And don’t forget Alfa Romeo, whose return is just around the corner. It all seems like a jumbled mess. Then you have to think about the Chrysler brand. What is its wheelhouse and where will it be positioned in the future? What is happening at Dodge? It is very unclear what the overall strategy is, if there is any.

Dodge was supposed to focus on performance, along with Alfa Romeo. That meant the hot-selling Grand Caravan minivan was supposed to be axed, along with the Avenger. But then you have the utterly mainstream Dart being launched in the midst of all this. Dodge should be the mainstream brand at the Chrysler Group, with Chrysler as luxury/mid-luxury and Alfa Romeo going against the European luxury brands. Jeep’s mission is well defined. But we digress. It appears Chrysler may be going back to a sane strategy.

As we mentioned earlier, the Avenger was supposed to go away in its next-generation, with a Chrysler and Alfa Romeo mid-sizer based on the platform. Now, USA Today reports that the Avenger could live on, in an effort to increase the amount of models (for economies of scale) on the platform.

Finally something is making sense. In fact, if any car should be being killed, it should be the Chrysler 200. Chrysler will ever have a shred of hope in being a luxury brand if cars like the 200 continue to stick around. At this point it would probably be better to focus on Alfa Romeo in the United States. The Avenger and next-generation 200 are expected to make their debut next year.

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Hype can either make your break you. Some cars actually live up to it; the Chevrolet Volt and the Cadillac ATS at first glance appear to be two models that have. Others don’t, such as the 2013 Lincoln MKZ Concept.

There has been a lot of rumors about the 2013 Dodge Dart being best-in-class. It is Alfa Romeo based, and it is the first global product developed after the Fiat-Chrysler partnership began. Dodge had the advantage of using an international parts bin to create an all-new entry into this segment. Previous entries from Dodge haven’t ranked very well – Neon and Caliber come to mind. With a drastically more competitive all-around package than ever before, the Dart should escape that fate.

The awkward designs of both cars have been replaced by a much cleaner but still distinctly Dodge look, which offers up no hints of the Alfa Romeo basis underneath. The Dart is based on the Giulietta, but is bigger in a few key dimensions. Unfortunately for Dodge, we have to give the styling win to the Giulietta.

There are some awkward angles on the Dart – the direct front and rear are fine but the profile is not our cup of tea. The R/T, with its darkened headlights, looks the best, but it is the top-shelf trim level. Most of the Darts you see running around won’t be of the R/T variety. It’s just a bit underwhelming. Part of the reason could be that its so smooth and aerodynamic – almost 1990s in appearance. That is due to an intense focus on achieving a good coefficient of drag. That is all down to providing better fuel economy, so there are tradeoffs you have to make to do that. Based on exterior styling, we’d definitely rather have it than the Toyota Corolla or Honda Civic. It just doesn’t best (more expensive) segment leaders like the Chevrolet Cruze and Ford Focus.

Inside, the Dart’s trump card is its lighting and technology. If you so choose the Dart can have customizable lighting in the cup holders, center console storage, foot wells, door handles, map pockets and glove box. The main element is the red lighting that surrounds the upper instrument panel. It is designed to look like a racetrack at night.

The gauges are customizable if you opt for a 7-inch TFT screen in place of traditional instruments. Moving to the center stack, the Dart offers the largest screen in its class – an 8.7-inch unit with a UConnect infotainment system. The glovebox is big enough to hold an iPad, and the interior can be configured in 13 different ways. Other features unique to the segment include blind-spot Monitoring and Rear Cross Path Detection. While it starts at $15,995, the lighting, TFT screen and center stack screen are options. It’s going to be interesting to see where the Dart comes in when you tick those options boxes.

Dodge is aiming to offer the most customization opportunities with the Dart: there are 12 exterior colors, three engine options, three transmissions and three different wheel designs to choose from. Other manufacturers would do well to follow Dodge’s lead in this area. Engines include an 160 horsepower 2.0-liter “Tigershark” four-cylinder, 160 horsepower 1.4-liter turbocharged MultiAir four, or a 2.4-liter Tigershark MultiAir 2 four banger. There isn’t much of a swing between them in horsepower, but we’re guessing the 1.4-liter MultiAir will be the fuel economy leader.

Transmissions will include a six-speed manual, automatic or a dual dry clutch transmission. The amount of standard safety and technology features on the Dart is very impressive. Add in class-exclusive features like under-seat storage, a heated steering wheel and safety features like blind sport warning and the Dart is definitely a leader. We just wish the exterior didn’t let it down. The 2013 Dart goes on sale this June, starting at $15,995.

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After the magnificent display that was the 2011 Los Angeles Auto Show, I wrote an article on the notion that the California coast was the place automakers preferred to display their latest creations and concepts. Wondering if the 2012 auto show in Detroit would be have the same amount of enthusiasm, the sensory overload-inducing debuts set to occur at this week’s opening of the North American International Auto Show leads me to concludes thoughts of the Motor City becoming less of an industry focal point seems a waste of mental energy. The biggest auto manufacturers of the United States, Japan, Europe and even India are expected to provide an automotive delight.

Ahead of major auto shows, the marketing departments of carmakers are challenged to entice interest in a vehicle debut without giving too much away from the physical spectacle. Leading into the 2012 North American International Auto Show in Detroit, various tactics are being rolled out by auto brands. Whether they want to unveil the entire full image of the vehicle or a mere teaser photo, the auto companies are careful in their attempts to grab the attention of media and the overall car-adoring public.

For the 2012 edition of the North American International Auto Show, the following is a few of the production-based 2013 model year vehicles making a world debut:

Toyota Prius c

The smallest member of the now established Prius hybrid family, Toyota plans to capitalize on the high efficiency small car market with what will become North America’s first subcompact gasoline-electric vehicle. Roughly 5 inches longer than the 2012 Yaris, the Toyota Prius c liftback body style is a careful execution of small car values with high technology.

Beyond the Toyota Synergy Drive powertrain technology, the interior of the Prius c will incorporate an array of infotainment solutions thoughtful to the youth market the Japanese-based automaker wants to attract. With Bluetooth standard, optional equipment to be offered on the Toyota Prius c includes Toyota Entune multimedia system. Through Toyota Entune, occupants of the Prius c are given access to traffic and weather updates as well as Pandora Internet radio.

Two vital unknowns remain with the pending introduction at the 2012 auto show. Firstly, what will be the fuel economy expectations from the Toyota Prius c hybrid powertrain? Toyota has indicated a city range of more than 50 miles per gallon is estimated for the smallest Prius. Secondly, when the Prius c reaches showrooms, what can the younger generation of Toyota buyers expect to buy for the subcompact? If placed around the $20,000 range (in between the Yaris and common Prius hybrid), the Toyota Prius c could be a major spoiler to the eco-car marketplace.

Cadillac ATS

No longer the 1950s and 1960s when Cadillac’s hulking convertibles defined American luxury, it’s become the objective of the division in the 21st century to redefine its image among the top premium cars. While not hitting a home run with every new product, Cadillac has cemented a reputation for featuring solid luxury and effective technology on smaller vehicles. Applying their lessons to what will be their smallest production vehicle since the disastrous Cimarron of the 1980s, the 2013 Cadillac ATS will be the General Motors division latest test in the modern luxury car marketplace.

The Cadillac ATS has expected to be the most vibrant display of compact vehicle refinement of their new car line-up at the 2012 North American International Auto Show in Detroit. Through the teaser image, we can expect to see the 2013 Cadillac ATS to resemble its bigger brother CTS sedan. One of the more compelling characteristics of the compact car is the use of an all-new rear wheel drive platform. Specifically aiming at the BMW 3-Series and the Mercedes-Benz C Class, the Cadillac ATS sedan will have a strong assortment of engine power to support what should be a fierce luxury car battle. To offer three powerplant choices, the 2013 ATS will offer a 2.5 liter 4-cylinder engine, the 3.6 liter V-6 already found on Cadillac products and a new 270-horsepower, turbocharged 2-liter engine to debut in the vehicle.

The 2013 Cadillac ATS will also feature available Magnetic Ride Control suspension and the brand’s latest CUE in-car infotainment system.

Ford Fusion

The third-highest selling vehicle in the Ford Motor Company behind the Ford F-150 and the Ford Escape, the Fusion exists in the narrow but important market segment of mid-sized family sedans.

Kept under a great deal of secrecy by the auto company, there has not even been as much as a teaser shot ushered out for the 2013 Ford Fusion. Unsure of how radical or tame the 2013 Fusion styling will be on the four-door sedan, observers at the unveiling should expect Ford to advertise the new vehicle’s improved fuel economy and technology. Judging from the discontinuation of the Escape hybrid with the 2013 model year vehicle, a hybrid version of the new Ford Fusion might not be a guarantee. What should be certain with the 2013 Fusion’s powertrain is the inclusion of an EcoBoost engine (likely the 2-liter, four-cylinder powerplant). Based on the competition in the vehicle category, expect the all-wheel drive option to return as a substitute to standard front-wheel power. New technology expected on the upcoming Ford Fusion’s interior is an available Lane Keeping System and the revised version of MyFord Touch.

Ahead of the 2012 North American International Auto Show debut, Ford provided potential customers a chance to interact with the 2013 model year sedan through a unique mobile app. Available free for Apple iPhone and Android devices at fordfusionapp.com, the app supplies an experience with 19 unlockable driving courses through augmented reality. When the 2013 Ford Fusion is presented on January 10^th, users of the Ford Fusion mobile app will be able to witness full images of the new car.

Dodge Dart

With close automobile rivals Chevrolet and Ford staking claims to the subcompact car category, Chrysler Corporation’s Dodge division stood on the sidelines unable to compete. Though many automotive photographers were able to snap spy shots of a proposed small car based on the Dodge Hornet concept for years, corporate restructuring of the auto company has tightened resources for new car debuts. Reactivating a long-running Dodge nameplate, the Chrysler Group’s subcompact 2013 Dart will be targeting the growing entry-level car segment.

Teasing automotive enthusiasts with the same successful spoon-feeding of images that welcomed the 2011 Dodge Durango’s return, only a front corner and interior panel shot defines the 2013 Dodge Dart leading into this year‘s North American International Auto Show. The first all-new product created for the North American market by Chrysler through its 2009 collaboration with Fiat Group, the 2013 Dodge Dart rests on the same compact platform as the Alfa Romeo Giulietta. While the Giulietta is a hatchback, the 2013 Dodge Dart making its debut in Detroit will be a more Americanized four-door sedan shape. Conforming to the Dodge brand identity, the Dart will be aggressively styled with touches found on the new Dodge Charger. Mechanicals for the 2013 Dodge Dart is likely to include a 1.4 liter and 2-liter engine with an available 9-speed automatic transmission.

The smallest vehicle in a brand line-up, the 2013 Dodge Dart will perhaps face the fiercest fight in the modern car industry. Ford Fiesta, Chevy Sonic, Hyundai Accent and Toyota Yaris have either new or redesigned products each providing competitive powertrains, standard equipment and fuel economy.

Nissan Pathfinder Concept

Nissan’s most enduring SUV (sport utility vehicle) brand, the Pathfinder lived up to its name since debuting in 1986. In constant production since introduction, the Nissan Pathfinder’s ability to connect with the North American consumer led the Japan-derived brand to share the Pathfinder name briefly with the large Amanda SUV. Rolling out at the 2012 North American International Auto Show as a concept vehicle, the exterior design for Nissan’s latest generation of the Pathfinder should remain close to the production model set for release later this year.

A four-wheel drive set to offer seating for seven passengers, the Nissan Pathfinder Concept will feature a refreshed exterior design. A more aerodynamic look than the predecessor model, the teaser photo of the Pathfinder Concept unveils a roof similar to the Nissan Quest minivan and body panels featuring aggressive flaring like the Juke. Buyers of the next generation Nissan Pathfinder should feel confident that the powerplant options should consist of the VQ series six-cylinder and the VK series eight-cylinder engine.

Users of Facebook will be some of the first observers to see the Nissan Pathfinder Concept. After 8:30am on Monday, Facebook users who log into the Nissan page will be able to view the new vehicle after clicking on the “Pathfinder Reveal” tab.

Information and photo source: Chrysler Group, Ford Motor Company, General Motors, Nissan Americas, Toyota Motor Corporation

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Chrysler has a thing for sub brands. Most companies in the automotive industry do it, to some degree, such as BMW with the M Division or Mercedes-Benz and AMG. These are all part of the company’s portfolio, and they really aren’t advertised as their own line.

Chrysler has split Ram off from Dodge, and has been launching a new program to make Street Racing Technology its own brand. That is despite the fact that despite being badged SRT, cars are sold under the Chrysler, Dodge and Jeep names, in different dealers. To some, it can get confusing. Today, Dodge has confirmed it is moving full speed ahead with that effort, and that the Viper will be built at its previous manufacturing location as an SRT Viper. The Connor Avenue Assembly plant is located within the city limits of Detroit, and it has produced the Viper since October 1995.

The plant built an average of 12 Vipers a day, for a total of 22,070 Vipers produced there over a 15 year period. The plant was also home to production of the Prowler. It is Chrysler’s boutique products plant, designed for low-volume production. Conner Avenue has sat idle since July 2010, when the previous generation Viper went out of production.

Chrysler is asking employees who formerly worked at the plant to return, bringing a total of 150 new jobs to Detroit. Workers will report for training this fall, with production of the new Viper set to begin late next year.

Built in 1965, before opening again the plant is implementing what Chrysler calls a World Class Manufacturing (WCM) system “focused on reducing waste and making continuous improvements throughout the assembly process to improve quality and productivity.” The 2013 SRT Viper will debut at the New York auto show in April. It seems as if they are ditching the Dodge name, which we aren’t sure is a good idea – it has always been known as the Dodge Viper. This sub branding thing is getting weird….but we’re just happy to see a new Viper on its way.

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Eight-speed, ten-speed; it wasn’t long ago that these were gears primarily found in mountain bikes. In the automotive industry, we’re reaching these levels with automatic transmissions though. While just a few years ago most cars had four- and five-speed units, a gear arms race has been started with the goal of improving fuel economy at the heart.

More gears means more ratios, some which can be ultra efficient ones for highway cruising and the like. It is part of the reason a lot of today’s cars idle at much lower levels once at speed on the highway. Producing automatics with a lot of gears began at the upper strata of the market, but it is spreading downmarket quickly. Want proof? Today, Chief Executive Officer Sergio Marchionne announced the new 2013 Dodge Dart would be offered with a nine-speed (!) auto.

Yes, you read that right. The tranny will be a new unit sourced by ZF and built at a factory in South Carolina. Rather than develop its own unit, Chrysler chose to partner with ZF.

The Dart won’t debut with the nine-speed though, but rather a six-speed dual-clutch unit from Fiat. The nine-speed should help the Dart achieve a fuel economy rating of over 40 mpg. Producing a 40 mpg car is highly important for Fiat. The U.S government is hinging a remaining 5 percent of Chrysler shares on a U.S-built car with a 40 mpg rating or higher. Pretty interesting, and that gives an added impetus for the Dart to arrive. The addition of 5 percent will take Fiat’s ownership in Chrysler to 58.5 percent, with the rest held by a UAW retirees fund.

Recently we heard about the Fiat MultiAir engine that was going to be used in the Dart, but Automotive News has shed some light on the rest of the engine lineup. The Dart will get 2.0 and 2.4-liter four-cylinder engines that Dodge has curiously branded “Tigershark.” Are they going to use that in marketing materials? We certainly hope not…..

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Dart? We know that name from the 1960′s, when Dodge debuted on its “compact” car. Of course, in the 1960′s they had a different idea of what compact was. Today’s compact market is much different, and fiercely competitive. A number of studies have been conducted that show there is a shift in the buying tastes of American consumers toward smaller vehicles. Well, at least in sedans anyway.

Crossovers are still as hot as ever, and that likely has to do with many opting for a crossover instead of a mid or full-size sedan. As for sedans though, the compact category is growing. A lot of that has to do with improved quality, design and features. Chevrolet, Ford and Hyundai have really gotten in the game. So much so in fact, that these cars have overtaken segment stalwarts like the Toyota Corolla and Honda Civic by nearly every objective measure. What a turnaround, huh?

Now Dodge is looking to get in the game with the 2013 Dodge Dart. No more Neon (thank goodness), which was pretty much a failure.

Dodge has released some new teasers of the Dart as well as key information. The images are pretty revealing for teasers, showing off the Dart’s front end and rear taillight design. The Dart shown is the up level R/T model, which has smoked headlights and Dodge’s reworked crosshair grille that has been debuting on new models. Finished in black, with a new logo, it looks more upscale than before. Out back, the rear end takes design cues to the redesigned Charger with full-width taillights.

The Fiat-Chrysler partnership is bringing us some good things, and one of them is the modern chassis underpinning the Dart. It is borrowed from Alfa Romeo (Giulietta is based on this platform), but for the Dart it has been made wider and longer. Dodge is advertising the car’s “Alfa Romeo DNA”, which means the new car should offer an engaging driving experience. The Dart is the first Chrysler Group vehicle to be based on a Fiat platform. Three engine options will be available, including a turbocharged 1.4-liter MultiAir four-cylinder. The 2013 Dart will make its debut the North American International Auto Show next month.

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In terms of performance, things have have changed a lot for the Chrysler Group after the partnership with Fiat. The company’s Street Racing Technology division has returned with a vengeance, leading to a lot of amazing cars like the 300C, Charger, Challenger and Grand Cherokee SRT-8 models. The ultimate expression of performance at the Chrysler Group has always been the Viper though. In the dark days leading up to Chrysler’s bankruptcy, the company tried selling off assets to raise capital. That included the Viper, which Chrysler tried pitching to potential buyers as a standalone brand. It didn’t work out, and the company held on to Viper (thankfully!).

After the bankruptcy, many wondered if the Viper would have a place in a new Chrysler era. To show that it did, the Viper’s Connor Avenue assembly plant was the first Chrysler factory to reopen after the bankruptcy.

The Viper as we knew it was getting outdated though; very similar to the first generation and not in compliance with upcoming emissions and crash regulations. The answer? An all-new model. The previous generation car was discontinued while a new one is being readied. There has been a lot of speculation about the new Viper, such as the possibility of Ferrari power and platform sharing with Maserati or Ferrari.

Executives seem genuinely excited about the car, promising it will be the best Viper yet, with an extra touch of refinement. The Viper never had a lot technology or refinement; we expect these to be areas the new one focuses on. Autoblog reports that Chief Executive Officer of SRT, Ralph Gilles spoke with Viper magazine and confirmed that the next-generation 2013 Viper will be launching this year at the New York Auto Show in April. We’re really interesting to see what direction they take the Viper. From the sounds of it, it will be something pretty special.

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Recognized as the ACR and American Club Racer line, this racing-suited Chrysler model was first adopted by the compact Neon cars in 1995 and sparred a popular, modern take on sport vehicles. Catered to more track-like handling characteristics, the ACR package was targeted for unleashing Mopar action in competition. The ACR moniker was largely replaced by the SRT badging during the mid-2000s for much of the Dodge line-up. One vehicle that continued offering an ACR version was the Dodge Viper first introduced in 1999.

While the Dodge Viper’s production is on hiatus as Chrysler puts focus on their core vehicles, the automaker is still demonstrating pride for their supercar as recent as last month. Sending a 2010 Dodge Viper SRT-10 ACR to the Nurburgring, Chrysler’s SRT division stormed around the 12.9-mile Nordschleife circuit in 7 minutes and 12.13 seconds. On September 14th, the Dodge Viper SRT-10 ACR became the 4th fastest production car to lap the German Nurburgring track. In anticipation that the ACR badge could again ride high in the world rankings, the 2011 SEMA Show in Las Vegas presents Dodge’s current leading performance machine, the Dodge Challenger SRT8 392, in ACR trim.

A product of Chrysler’s Mopar underground team, the Dodge Challenger SRT8 ACR resurfaces the notion of a serious muscle car that roamed roads in the late 1960s and early 1970s. Especially in an era where GPS units and Bluetooth connectivity is typical phrases mentioned in modern automotive feature listings, the special Dodge Challenger SRT8 ACR is completely invested in speed enhancements.

Expanding on creativity shown on the Mopar’s Drag Pak version of the Dodge Challenger, the white and charcoal black Challenger SRT8 ACR is the latest figure of the Chrysler company’s performance drive. Mirroring the Dodge Viper SRT-10 ACR version, the exterior look is coupled with a flame red stripe traveling along the driver-side length of the vehicle. A carbon fiber hood, Mopar front splitter and a special fuel door is mounted on the Dodge Challenger SRT8 ACR concept heightening the car’s track potential.

Employing front and rear strut braces in concert with a coil-over suspension package, the Dodge Challenger ACR’s ride is calibrated for aggressive driving. Streaking the race tracks with Goodyear F1 Supercar tires (similar to those employed on the Challenger SRT8 392 main rival the Chevrolet Camaro ZL1), the black-painted 20-inch alloy wheels guides the modified Dodge pony car. With changes to improve the mechanical grip of the Dodge Challenger, the ACR 470-horsepower, 6.4 liter V-8 engine does not boast any great increases in overall power. The only engine-related modification Mopar made to the Dodge Challenger SRT8 ACR is the additional of a cat-back exhaust system and custom headers.

Amongst a cabin of carbon fiber, the Dodge Challenger SRT8 ACR is most essentially a racing vehicle inside. Deleting the rear seat, adding racing-quality safety harnesses to performance bucket seats, other track-ready equipment on the Challenger SRT8 ACR includes a fire extinguisher and roll bar for extra body stiffness. Not without its charm, exterior styling colouring is continued to the interior of the Dodge Challenger SRT8 ACR as red and white joins the carbon fiber appearance. Seated firmly in the Dodge Challenger ART8 ACR‘s Katzkin leather, the driver handles a short-throw shifter assembly.

Part of Chrysler’s 28,400 square-foot display at the Las Vegas Convention Center, the Dodge Challenger SRT8 ACR show car is another projection for how automakers can envision their vehicles in different realities.

Information and photo source: Chrysler Group

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Chrysler has recently blasted the media with a “Get back to American made products” campaign that pulls on our heartstrings and makes us walk away from the family room with the same feeling that we had when Rocky won the title. I can’t help but ask myself if it’s too little too late. As the Japanese products continue to improve and beat us out on our own turf, the big three may have little hope of a comeback.

Being a somewhat devout German import fan, I likened the advertisement blitz to a shallow attempt to boost sales in a struggling economy. Then I sat in the 2011 Grand Caravan Crew. At once I noticed that the normally plastic infused interior was considerably more refined than its predecessor. Soft touch points abound as I struggled initially to find anything to complain about.

I prefer to jump into a car and test the user experience by driving off without reading the manual. If I can get going without having to take a night class then the engineers and designers have done their jobs effectively. The Grand Caravan is easy to negotiate and the manual remains in the glove box. The cockpit controls are well placed and marked. Point to Dodge.

I have had some difficulty with the entertainment head unit, however, which is a sticking point for me. If I, the techno geek in the house, am having trouble with the audio layout and operation then my wife will be doomed at the helm. The satellite navigation and audio controls are far too separated for my taste. The Bluetooth was quick to set up which buffered my aggravation so we will call it even.

Dodge seems to be targeting the Gen-X demographic here as the rest of the interior operates quickly and intuitively. The second and third row seats folded away with little effort and the fully loaded model comes complete with a DVD player and remote headphones which we all know will keep the passengers engaged for hours on end during longer road trips.

The exterior has been smartened up as well. It only took Dodge 18 years to get hip to the fact that a minivan does not have to look like a matchbox. The 2011 gets a more aggressive snout and swept look more in line with its stronger and more athletic family members such as the Durango and Challenger. Yes, I said it. There is a movement toward inclusion of consistent family lines that is making its way across the entire brand though somewhat slowly in the case of the minivan segment. With minivan owners we have to be careful not to make any large or quick moves as we may scare them away.

The power train is no slouch either (2011 provides us with a 2.6 liter driving 283 brake horsepower). I fully expected to pull into traffic and toil away in the right lane with this 4500 pound behemoth. Instead, I found myself struggling to keep it under the speed limit. This was mostly due to my fascination with the surprisingly throaty exhaust note which drove me to press just a tad harder on the skinny pedal in order to hear the van kick up a gentle roar. We now have an Econo mode which is supposed to increase mileage but I found it to be too taming of the V6 Pentastar. With Econo engaged the shifting is slow and cludgy and the whole experience was reduced to the point that I doubt that the little green button will be often used. Econo mileage in daily city use was no greater than 20 MPG (Dodge claims 17 on the sticker) which was not enough of a savings to warrant the poor performance. I got 18 with the Econo disengaged so that is almost a no-brainer. If mileage is a real concern then you may want to look to a 4 cylinder instead. With the Econo option disengaged, however, I was very happy with the performance. Coupled with a newly designed suspension, the power train was a very welcome addition.

With a sticker price of $34,890 I don’t know that this model is going to reach the intended demographic. I am more inclined to spec out a base version for $6200 less though I was having a ball with all of the bells and whistles. I am apt to load this wagon with dive gear, bicycles and hiking equipment than with babies or a 5th grade soccer team so my needs are significantly different. I did take advantage of my test week to help a friend move and was able to transform the grocery getter into a panel van with just a few tugs of the easy to understand stow and go directions, filled the space with boxes and golf clubs then made use of the available tie down points. The usable volume was adequate as the seats folded flat into the floors and provided plenty of room.

I have to give credit to the RAM engineers as they have taken advantage of the Stow and Go design to produce a set of seats that flip backwards to provide setaing facing out the back of the van. I can see how this would be great for fishing or a drive in (if you can find one these days). Another point to Dodge. I found a decent walk through video linked to this jump.

I found the road noise to be a little high considering the price point but do understand that there is a significant amount of open space which is more difficult to deaden. I would like to see Dodge follow in the footsteps of the considerably higher priced Lexus or Volkswagen in this regard. I am betting that the Stow and Go comes at the cost of sound deadening materials.

So what did I find to criticize? For starters, the captain’s chairs, although quite comfortable, were set too far from the door armrests. I felt like a child sitting in Dad’s La-Z-Boy. Another point of contention was the operation of the spare tire. I managed to get the thing to drop from its crow’s nest under the center of the frame but would not expect my wife to figure this out alone on a rainy night. I also had to snicker at the oddly placed shifter. The trim model that we were provided with included a Tiptronic-esque transmission. Tip? In a minivan? That’s the equivalent of drinking near beer at a frat party. They just don’t go together.

The Caravan is quite a jump from previous models but still falls short of what the imports are doing. If the base price were significantly lower then I may be able to forgive such a gap but if you are going to climb off the porch to play with the big dogs then you need to bring your A game.

Overall I will say that the Caravan was surprisingly more than I had anticipated. It was far from disappointing but others in this class are stronger contenders for the money. Detroit has done a good job of firing a warning shot across the import bows and demands a hard look especially of you want to buy American. If Dodge were to start to leak their R/T options into the other models then we might really have something. I would certainly recommend the purchase but only after having spent some time behind the wheel of the Toyota and Honda offerings (to be fair, Honda’s Odyssey climbs outside of this price point). The Caravan’s competition suddenly restyled after the Dodge release which tells me that they are weary of the underdog coming up to bite them from behind. Maybe the U.S. car manufacturer can recoup floundering sales after all. Detroit, you have our attention. Now make us proud.

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Chrysler, Dodge and Jeep know something about performance. When Chrysler emerged out of its bankruptcy to have a partnership (ok, buyout deal) with Fiat, the company’s Street Performance and Technology division (SRT) had new life breathed into it.

SRT has brought us excellent new vehicles like the 300 SRT-8 and Magnum SRT-8 392, as well as the Jeep Grand Cherokee SRT-8. The basis for powering these models is the company’s stellar 6.4-liter HEMI, which makes 470 horsepower and 470 pound feet of torque. For a hauler with some practicality, Dodge used to have the Magnum but that car was cancelled. Some in the company want to bring it back, but we digress. Coming by way of Edmunds Inside Line, there is reports that the new seven-seat Durango could be the next vehicle to receive SRT treatment.

Given that the Grand Cherokee SRT-8 seats five-passengers, a Durango SRT-8 wouldn’t step on its toes as it resides in a space in the market. The Grand Cherokee and Magnum do share what is underneath, making a performance Durango an inexpensive development proposition. Due to the parts commonality, any new models would increase economies of scale. Similar thoughts are running through the decision-making minds at Chrysler, but also a set of competing and opposing reasons. The Durango is already available with the HEMI in R/T guise, and only seven percent of Durango buyers have opted for that. In a tight economy with expensive gas prices, the 370 hp R/T probably doesn’t make the most sense for families. Sense is overrated though isn’t it? Just kidding.

If Dodge does do an SRT-8 they will want to keep the price down. The company is already looking for ways to reduce some of the features on the Grand Cherokee SRT-8 in order to lower its $54,470 price tag. Regardless of where it lands on the price spectrum, the SRT-8 would be a definite interest-building niche model. Hold on kids, that would be one wild ride. If the Durango SRT-8 does arrive, expect it to hit the market in 2013.

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Since 1925, the Chrysler name in the auto industry could best be described as a survivor. Enjoying some real points, the Chrysler Corporation has also been an American auto company brought to the brink of elimination on several occasions. With the most recent scare coming 2009 when company’s restructuring required a massive government assistance loan, the business was effectively saved for the second time in 30 years. In 1979, Chrysler faced their first corporate bankruptcy amid a gloomy time in the American auto industry. Previous company chairman Lee Iacocca famously approached the United States government with the ultimatum “You can pay now or you can pay later” (The latter implying what would be a heavier drain on government social services). Of course, history showed the United States of America paid in both instances.

In the first bankruptcy, a habit of building poor products in the 1970s was said to be a contribution to the floundering car company. Chrysler’s rushed 1976 entry into the smaller vehicle segment with the Dodge Aspen and Plymouth Volare led to the cropping up of major quality issues. As the Pentastar brand sought to sustain itself in the 1980s auto industry, principles for more crucial, smaller vehicles took Chrysler into a necessary direction. Five years after the public relationship nightmare of the previous products, Chrysler Corporation brought out a radically rethought car compact to mid-sized cars. The Chrysler Corporation K-platform was born in 1981 to demonstrate the auto company was ready to embrace car consumer ideals still important 30 years later.

A front-wheel drive Chrysler platform (the second such Dodge or Plymouth after the Omni/Horizon subcompacts), the K-car conformed to a total length as much as 20 inches shorter than the vehicle’s replacement. The K-car was introduced across the Chrysler line-up as the Dodge Aries, Plymouth Reliant and the Chrysler LeBaron. Coupe, sedan, convertible and station wagon body configurations would be built on the K-platform challenging Chrysler engineers in providing large car comfort.

After a long time of living under “when in Rome, do what the Romans do!” philosophy, the 1980s United States auto industry saw companies adapting to “when in America, do what the Japanese are doing!” mentality. Part of this new way of thinking was to seek cooperation from Mitsubishi Motors in the construction of some K-Car powerplants. A 2.6 liter inline four-cylinder engine also allowed Chrysler to reuse the ‘HEMI’ name as it featured hemispherical combustion chambers. The Mitsubishi engines combined with Chrysler’s own four-cylinder, six-cylinder and turbocharged power plants. Using 1980s EPA fuel economy recording, the Chrysler K-cars were capable of beyond 20 miles per gallon ranges (a very desirable ability since the 1970s oil crisis).

For the 1980s, the presence of GPS or Bluetooth was well down the electronic development pipeline. While the Japanese and even the European automakers received credit for implementing electronic gadgetry, American auto companies were not completely blind to the advent of basic computer technology. The K-car Chrysler LaBaron featured a digital dashboard as well as a cutting-edge driver warning system called Electronic Voice Alert. Sold between 1983 and 1988, the Texas Instruments developed Electronic Voice Alert featured a voice synthesizer that informed drivers of vehicle issues such as unfastened seat belts (similar to the lit message panels found in the instrument display of modern vehicles). A clever verbal reminder that would often end verbal warnings with “Thank you”, many motorists quickly grew irritated by their vehicle’s instructions.

Adapting to working trends in Japanese automobile construction, Chrysler realized the prospect of widespread use of using common parts to construct an entire range of vehicles. Used as a basis to build five different body types across three divisions, the Chrysler K-car was also featured on a 3.2 inches inch longer wheelbase. Called the E-Platform, the vehicle was basis for the Chrysler New Yorker, Dodge 600 Sedan and the Plymouth Caravelle models. The mid-1980s H Platform was also a lengthened derivative of the K-car platform.

The Chrysler K-platform was also the launching pad for what would be one of the automaker’s most successful vehicles in their most recent generation. In 1983, Chrysler brought car-like comfort into the versatility of a van to create their family popular minivan. Defined officially as the S-platform, Chrysler heavily borrowed interior and powertrain components from the K-car platform. The application of the K-platform parts into the minivan again highlighted Chrysler’s newfound skill in part sharing.

A vehicle that was so significant to the quick recovery of Chrysler Corporation in the 1980s contributing to 3 million in sales, the K-car is sadly not a celebrated vehicle 30 years later. Despite many K-cars now qualified as antique vehicles, the preservation of a Dodge Aries and Plymouth Reliant is not an exciting project. One exclusion could be the Shelby outfitted Dodge Lancer constructed on the H-platform. Despite its popularity, the Chrysler K-car earned an A-grade in restoring the Pentastar.

Information source: AllPar.com, Chryslerkcar.com
Photo source: Chrysler Group

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Chrysler experienced some dark days during its bankruptcy – as did General Motors. This is a time when non-essential products were delayed and teams had to concentrate on core products. Not much room for fun and excitement in there, which just so happens to be some of the key elements that brands are made of.

Thankfully, Chrysler seems to be recapturing some of its mojo. Models like the redesigned 300 and Charger have been released, and along with them high-performance SRT-8 iterations that many enthusiasts love. Chrysler’s Street Racing Technology division is definitely back in full force. When the last round of LX cars was introduced in 2004 as a 2005 model, performance iterations proved to be a hit.

One of the cars that found a lot of fans was Dodge’s lean and mean Magnum. It was a car that turned the idea of a station wagon on its head. Aggressive, powerful and well….cool. But it was killed, thanks to one executive at Chrysler that didn’t like it. Now, that executive is gone. Could the car make a return? Automotive News reports that it might.

“With the Magnum, we owned the station wagon segment” says Ralph Gilles, head of SRT division at Chrysler. “It was always a pleasure to go to car shows and trade fairs and see the number of Magnums that owners had personalized with such obvious loving care.”

Gilles was the head of Chrysler design at the time and helped oversee the wagon’s creation. Now, he is at SRT where he can champion a whole new generation of products for enthusiasts. He is a real car guy, the type we need more of at companies like Chrysler and other car companies.

Speaking with The New York Times, he was asked about the possibility of a second-generation Dodge Magnum. His response? “Stay tuned….great things are coming. That’s all I can say.” Coy, and definitely not a denial. According to Gilles, the Magnum has a lot of fans at Chrysler. We’ll take our advice from Gilles – stay tuned. Some exciting stuff could be coming from the company over the next few years.

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