Chrysler 200 Designers Think Outside the Box

LOUISVILLE, KY – The new ’15 Chrysler 200’s exterior design is meant to convey a feeling of emotion, unlike most entries in the midsize-sedan segment, two top designers say.

The new model, set to hit dealerships in the second quarter, is designed to draw people’s attention and make them more likely to visit a Chrysler dealership, says Brandon Faurote, head of exterior design.

“If you don’t do something that’s remarkable and outstanding that people notice, it’s tough to get them to come to your brand and experience what you can do and do well,” he tells WardsAuto during a media preview of the car here.

The 200 signals a new design direction for the Chrysler brand, with future models taking cues from the sedan, Faurote says.

Elements to be shared include the grille, headlamps and so-called Mobius strips, which the automaker describes as the chrome in the upper lower grille that forms a continuous loop.

Not all vehicles will incorporate all of the 200’s design cues, including the larger Chrysler 300, which has a distinct retro-inspired look.

“In the next-generation (300) you’ll see more of that DNA,” Faurote says. “We don’t want to change the DNA of that car drastically, but we do want to infuse some of this new vocabulary into it.”

During the early design phase of the new 200, Faurote and his team found inspiration in competitive cars such as the Hyundai Sonata and Kia Optima, sedans with coupe-like profiles. The new Ford Fusion, which has been heralded for its design, was not yet available, but Faurote says it was scrutinized later in the 200’s development.

“We wanted to do a car that got people’s attention,” Faurote says, not follow in the direction of more conservative styled Toyota Camry and Honda Accord. “We wanted to make sure as the car goes by people turn their heads and say, ‘What is that?”

A retro design never was considered for the 200, although the team studied historical Chrysler models for inspiration, but it did reinforce the notion the 200 should have a true American design and a confident look, he says.

Much of the exterior design was taken from the Chrysler 200C concept car, unveiled at the 2009 North American International Auto Show in Detroit.

“That soft, fluid vocabulary traces back to the 200C concept,” Faurote says. “If you look at today’s lineup, they all have a similar grille design, and that was inspired by the concept.”

Ultimately, the design philosophy was to build a car that had a humanistic quality, which Faurote describes as less traditional, with more of a sculpted look influenced by the human body.

“I see that in the soft shoulders of the car,” he says. “I wanted it to be more beautiful and sculptural than (vehicles) designed by the computer.”

Consumer Products Inspired Interior

Inside, the goal was to craft an upscale yet affordable cabin that would have an emotional impact on customers, says Jon Gaudreau, design manager-Chrysler interiors.

“In my opinion (the Camry and Accord) are not emotional, they’re appliance cars,” he says. “That was something we thought was important for the Chrysler brand, to connect to people on an emotional level, not so much on a practical level.”

Gaudreau says functionality was not an afterthought, however, noting a number of “surprise-and-delight” features, such as a pass-through storage area made possible by the more compact rotary gearshift.

But functional features are easy to quantify, he says, noting designing an interior that forges an emotional connection is more difficult because customers can’t accurately describe what is attractive to them on a subconscious level.

“They’re not always good at saying things about the intangibles,” he says. “An example is Apple products. Part of what makes them so successful is that there is desirability to them. If you ask people to come up with a list of features they want, they may not come up with the iPhone. But because it has that intangible desirability to it, people are willing to pay a premium to have it.”

Gaudreau says his team didn’t study competitive-model interiors for inspiration, instead looking to consumer products such as an Eames lounge chair, which is made of molded plywood and leather. That influence is particularly apparent in the 200C’s premium package, which features similar forged plywood.

Likely to come are special-edition versions of the sedan offered in the future with unique cabins that won’t be as hamstrung by cost constraints.

“We’re always pushing the boundaries, but a lot of times it comes down to the amount of money we spend,” he says. “We have to sell this car at a certain price point, so we tend to get reigned in on things.”

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