It started very well with German engineering and American design. The Crossfire was a perfect vehicle to restore Chrysler’s brand image. But could that be enough?
Ah, the DaimlerChrysler merger! This “eye-to-eye” approach between two groups that quickly turned out to be pure appropriation. It was the time when Jürgen Schrempp, the boss of Daimler-Benz, was trying to create a new global giant (with Mitsubishi) before it blew in his face. Fortunately, some interesting vehicles have emerged from this “alliance” that has existed for less than 10 years.
Back to the past
The year is 2000 and Eric Stoddard, who joined Chrysler in 1998, is creating the designs for a neo-retro inspired coupe. Tom Gale, the famous design director, likes the art deco style of the sketches. It must be said that Chrysler has already offered several concepts influenced by the 1930s: Atlantic (inspired by Bugatti, 1995), Phaeton (1997) or Chronos (1998).
Photo: Chrysler
He authorized construction of the concept, which would be displayed at the Detroit Auto Show in January 2001. But Gale retired in December 2000 and it was his successor, Trevor Creed, who conducted the reveal. The latter said at the event: “If we put it into production it would surely become an instant classic.” History will speak…
The lines are chiseled and a dorsal ridge runs throughout the car, with the center wiper placed in the high position for continuity. Tightening the rear window results in muscular fenders. The concept is based on a wheelbase of 2.61 meters. It features a 2.7-liter, 275-horsepower, supercharged V6 mated to a 5-speed manual gearbox. The difference between front tires (in 19 inches) and rear tires (in 21 inches) emphasizes the attitude of the machine. Inside is signed by Glen Abbott. The Crossfire was a success and Chrysler quickly decided to put it into production. Remember, the company already has a solid track record of taking concepts from living room lights to the tarmac of the streets (think Dodge Viper and Plymouth Prowler).
Photo: Chrysler
German recycling
With a model with such a small projected volume, using an original chassis is out of the question. The solution quickly emerged: use the R170 drive platform from the Mercedes-Benz SLK. Shown for the first time as a concept in 1994, the SLK went on sale in 1997 and stood out from its competitors with its retractable hardtop. Only available with 4 cylinders, it only got a V6 from the 2000 vintage. It ended its career in 2004 after selling 311,222 units (a real success) to be succeeded in 2005 by the SLK R171.
Designer Andrew Dyson, with support from Stoddard, will ensure the transition from concept to mass production. It has to cope with different requirements: designing the front in a safety-compliant manner and changing the proportions by changing to a chassis with a wheelbase that is 21 centimeters shorter while retaining the original design as far as possible. And we can say that he succeeded.
The lines are surprisingly close to the vehicle presented in Detroit and the car retains its deployable spoiler (which raises above 95 km/h and lowers below 70 km/h) but is fitted with smaller tires (18″ front and 19″ rear). fitted. . The interior comes directly from the SLK, but offers more colors.
Photo: Chrysler
Same story for the mechanics: 3.2-liter V6 with 215 hp and transmission choice: a 6-speed manual or a 5-speed automatic transmission, stamped with the three-pointed star. This significantly reduces development costs and times. Chrysler turned on the turbo and unveiled its production Crossfire as a 2004 model at the Los Angeles Auto Show in October 2002, barely 21 months after Detroit.
A complete range
On February 3, 2003, the first production Crossfire rolled off the production lines at coachbuilder Karmann in Osnabrück, Germany. It is headed by Wolfgang Bernhard, Chrysler’s President and Chief Operating Officer. The brand then hopes to sell 20,000 a year, including 17,000 for North America (including only about 700 for Canada). The cars came to Canadian dealers in the summer of 2003. A single livery was available at launch.
Priced at CAD$47,745, it competes with models as diverse as the Audi TT ($49,975), BMW 330i Coupe ($49,550), Ford Thunderbird ($56,775), Infiniti G35 Coupe ($45,200), Mazda RX-8 ($36,795 $), Mercedes CLK320 ($62,850) and Nissan 350 Z ($45,400). Compared to its cousin, the SLK320, which sold for $61,950, it’s almost a steal!
The Crossfire was appreciated by the press for its original looks, its “German” livery and its balanced handling (despite a rear end that was sometimes found a little too lively). However, she criticizes it for its rear visibility, its slightly reduced and not easily accessible trunk, a slight lack of power (which rockets from 0 to 100 km/h in 6.3 seconds) and a somewhat fair spaciousness with seats too firm .
Photo: Chrysler
For 2005, Chrysler completely revamps the lineup. At the entrance there is a new base version of the coupe, less equipped and priced at $39,995, followed by a Limited version, still selling for $47,745. Next is the new convertible, Limited only for $51,595, which competes against the BMW Z4 ($51,800), Mercedes SLK 350 ($64,500, paradoxically presented simultaneously) and Porsche Boxster ($62,400). Unlike the SLK, it has a soft top that folds down in 22 seconds (though not fully automatically).
It doesn’t really suffer from the loss of the roof in terms of rigidity (the stock platform is designed as a convertible, after all). For performance enthusiasts, Chrysler will introduce an SRT-6 variant in fall 2004 with the AMG-made supercharged 3.2-liter V6.
Photo: Chrysler
It then develops 330 hp and 310 lb-ft of torque (which is odd because the same engine installed in the SLK produces 349 hp and 332 lb-ft of torque) and can only be paired with a 5-speed automatic transmission. The SRT-6 accelerates from 0 to 100 km/h in 5.4 seconds, is distinguished by its 16-spoke wheels, its fixed rear spoiler and its SRT logos. It is available as a coupe ($62,475) and convertible ($66,325). The SRT-6 was only marketed for two years and is very rare (see production numbers below).
The autumn
In the first two years, the Crossfire has perfectly met its commercial goals. However, things will go wrong from there. She will not experience any more significant developments until the end of her career. Sales will drop dramatically from 2006, never to recover.
2004 | 2005 | 2006 | 2007 | 2008 | In total | |
Crossfire coupe | 25.123 | 11,817 | 3,516 | 1,625 | 826 | 42,907 |
Crossfire Roadster | 0 | 20307 | 5061 | 2708 | 960 | 29,036 |
Crossfire SRT-6 | 0 | 2445 | 126 | 0 | 0 | 2,571 |
Crossfire SRT-6 Roadster | 0 | 1330 | 170 | 0 | 0 | 1,500 |
In total | 25.123 | 35,899 | 8,873 | 4,333 | 1,786 | 76.014 |
On September 17, 2007, the last Crossfire left the Osnabrück chain. Chrysler has a lot of fires to put out at this point. The division is losing money and the settlement with the German owners has turned into a storm. Daimler-Benz separates from its American subsidiary and sells it to the investment fund Cerberus Capital Management in August 2007. The 2008 crisis will eventually bring Chrysler down…
Photo: Chrysler
Endowed with undeniable qualities, the Crossfire hasn’t really found its audience yet. Positioned against models with prestigious logos and recognized sports cars, it could not fulfill its image vehicle mission.
Probably because Chrysler’s brand image was a little too run down and there was still work to be done…