The Auto Writer

One of the secret fears an automaker has becomes evident when redesigning a successful product — the fear is that the buying public won’t be thrilled with its successor. An earlier generation model may have been a hit, but the next generation car is a bust. Hundreds of millions of dollars can be lost when a redesign flops, an experience that can bring devastation to the company’s bottom line.

Chrysler is facing what could be a problem with its popular 300 model, a near-luxury sedan that has sold well since its debut in 2004. Though most cars are redone every five or six years, Chrysler is looking to stretch the 300 re-do out to 2011 when the next generation 300 makes its debut, probably as a 2012 model.

So, what is the problem with redesigning the 300? Answer: Chrysler is afraid of losing its heritage good looks. The car’s style, created with lead designer Ralph Gilles at the helm, has been lauded by auto critics everywhere for its good looks, baby Bentley similarity, and macho road presence. Though the current model will probably be “long on the tooth” by 2011, its appeal remains strong.

Wards Auto is reporting that Chrysler is using its entire design team of 23 engineers to craft the next generation 300 and says that they are nearly done with the design. Borrowing an idea that has served Porsche well, the 300 update will include evolutionary, not revolutionary changes. Fans of cars like the Porsche 911 know what I mean — this iconic model has changed through the years, but its original good looks remain.

The most significant changes slated for the 300 will occur on the inside. Though the seating is comfortable, the fit, content, and materials are substandard. This complaint is to be remedied with the next generation 300, with Chrysler claiming that interior quality will match what the standards of the Asian automakers will be for 2012.

Let’s hope that the benchmark for Chrysler interior quality will be Toyota and Honda, not Chery, Tata, or Proton.

Photo courtesy and copyright of Chrysler LLC.