After the failure of the Beijing-Daimler-Chrysler three way partnership, Chysler’s China production operations were dead in the water and effectively ended the Chrysler nameplate in the Chinese market. Chrysler did continue to produce the Voyager with a tie up with Fujian who own SouEast but sales have been low. The 300C was not a particularly popular car when it was made in China, the base 2.7L V6 was north of 300,000RMB and ill equipped to rival the Audi A6L despite it being cheaper. Chrysler are now back in China with the reintroduction of a refined 300C, as an imported from Detroit product and over 2.5L its subject to some heavy taxes that push the 300C to 486,900RMB for the 3.6L V6 Pentastar engine.
The biggest blaming factor for the last generation 300C was the lack of attention to the rear passenger place where the owner of the car will often reside, driver comfort is an afterthought for many cars in this segment as chauffers are cheap and plentiful in the land where 500USD per month is considered a good working salary. The new 300C is a little bit longer than its German rivals of the A6L, E-Series and 5-Series, all of which are made in China and are priced in the same 500k price range, only the BMW 5-series beats the 300′s wheelbase (3108mm to the 300′s 3052mm), otherwise the 300C is bigger than its rivals.
Does bigger equal better sales? Obviously not. Its rivals have a bigger service network and stronger brands behind them, but every company had to put its feet into the water at some point and Chrysler’s return to China will be followed by other models soon.