Post-Bankruptcy: Chrysler Brand Expected to Go Upscale

For years, the Chrysler brand has yearned to become a premium brand. Since being reorganized, Chrysler has plans on moving the brand upscale, surpassing both Cadillac and Lincoln. This also means that Chrysler has plans on moving the brand to a higher price bracket, too, while many consumers are barely maintaining in the midst of this recession. If the Chrysler 200C concept, which is featured above, is any indication, watch out Lexus and Acura.

To meet this goal, Chrysler will not only need another stunning design to win back car buyers, but this time American car buyers are going to require that they step it up in the quality department, too. If Hyundai has been able to achieve such a feat with its new luxury sedan, the Genesis, isn't it time for Chrysler to do the same? Chrysler hopes to become less reliant on minivans and more focused on the car business, according to Peter Fong, Chrysler brand CEO and head of sales for all the brands. Fong wants to take the Chrysler brand upscale, but he's considering a subcompact entry, too. Chrysler is expected to release its future product portfolio in November.