Chrysler’s entrance into the hybrid vehicle market is starting with a battle against General Motors. General Motors is offering is 2009 Chevrolet Tahoe hybrid at $50,490 MSRP with a four-wheel drive available at $53,295. Chrysler is taking advantage of GM’s early entry into the green(er) vehicle market by slashing MSRP prices on the 2009 Dodge Durango and 2009 Chrysler Aspen hybrids.
The 2009 Dodge Durango hybrid will be priced at $45,340 MSRP and the 2009 Chrysler Aspen hybrid will be slightly more expensive at $45,570. The significant savings realized by Chrysler customers can be added to the $1,800 hybrid vehicle benefits on next year’s taxes. Chrysler claims that the hybrid versions of the Durango and Aspen will increase fuel efficiency by 25 percent over traditional versions of both vehicles.
This level of fuel efficiency may be achieved with the help of two-mode transmissions and Chrysler’s MDS technology. The transmission works with an efficient electrical motor to keep a Chrysler hybrid in four-cylinder mode during periods of low power. Truck drivers accustomed to large power from their engines can punch the gas and activate the 385-horsepower, HEMI V8 engine. Durango and Aspen drivers will be able to tow up to 6,000 pounds without guzzling large amounts of gas like prior Chrysler models.
The motor company’s price slashing comes amid mixed sales news for traditional versions of the Durango and Aspen. Chrysler reported that May 2008 sales of the Aspen increased 12 percent over sales figures in May 2007. These numbers stood in sharp contrast to the 69 percent decrease in sales from 2007 to 2008 for Dodge Durangos. Chrysler may be trying to resurrect the Durango name through lower prices on its first-generation hybrid.
Chrysler and General Motors are trying to preserve their brand names by introducing hybrid versions of their high-end vehicles. Both motor companies are taking the wrong tact to fixing their sales and public relations problems in the United States. The introduction of hybrid SUVs and trucks that exceed $40,000 MSRP is good news for a small number of American consumers. Green vehicle fans will be less than thrilled with the giant engine and body size of the Durango and Aspen hybrids. American motor companies need to diversify their vehicle offerings and produce truly fuel-efficient vehicles if they can match competitors in Europe and Japan.
