According to spokesman Jiyan Cadiz, the AWD was first offered on the models in 2007, but sales never took off.
“For the Avenger, the take rate was 1.5% for 2008, and for the Sebring it was at 0.7%.” Cadiz tells Ward’s. “So obviously the bottom line is people want fuel economy, and the AWD modules are not profitable for us. That’s something we can get rid of as we’re consolidating products and finding what’s profitable.”
Chris Cook, product business director for BorgWarner Inc., the company that supplies the AWD systems to Chrysler called Chrysler’s decision an “aberration”.
“What we’re seeing in terms of market forecasting is that (AWD) in the B-, C- and D-segments is growing globally,” Cook says. “So I think what we’re seeing at Chrysler is not indicative of what the market forecast is showing.”
Chrysler needs to do more to these vehicles than just dropping the AWD option. A recent weekend in a Dodge Caliber solidified the fact that many of Chrysler’s vehicles are simply not competitive with the competition.
Full Story: WardsAuto
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