Pricing the Chrysler 100?
I think this is going to be the trickiest part of bringing the Chrysler 100 to market and ensuring its success.
The 100 is going to have to fit into a small slot in between the Dart and the 200.
Figure that the Darts MSRP begins at $15,995 and ranges all the way to $22,995 for the Limited plus options.
The 2015 Chrysler 200 LX starts at $21,700 and ranges up to $25,995 for the 200C.
There is not a ton of fiddle room. Priced to close to Dart and its already limited sales will be cannibalized by the upscale Chrysler offer, too close to 200 and no one is going to buy the 100.
If Chrysler uses a similar pricing gap as from 200 to 300 the 100 is going to be priced nearly identical to the Dart.
200 is priced at 70.2% of what the 300's MSRP is. 70.2% of the 200's base MSRP is $15,241 which is lower than the Darts starting MSRP.
So what do you think they are going to do?