Nassau will be Chrysler's replacement for Sebring

Chrysler assau will be the new name for the automaker’s freshened midsize sedan launching late this year — replacing the tarnished Sebring name — according to dealers and others familiar with the company’s product plan.
A Chrysler spokesman declined to comment when asked about the Nassau name.
The name was used for a Chrysler concept car displayed at the 2007 Detroit Auto Show, but don’t expect the Nassau to look like that car, said Jim Hall, a consultant whose firm, 2953 Analytics, advises automakers on future vehicles. “Chrysler bought the Nassau name when they came out with the concept so it makes sense they would use it,” Hall said.
The new name is only one element in Chrysler’s attempt to re-establish credibility in the high-volume midsize car segment after the Sebring, which was criticized for its cheap interior and poor quality.
Every other major automaker has a strong entry in the segment, which is growing as younger buyers move up from small cars and former SUV owners search for fuel-efficient alternatives.
“If you look at the Sebring and benchmark it against the competition, it’s not where it needs to be,” CEO Sergio Marchionne said at this year’s Detroit Auto Show.
Chrysler designers have been working on completely new interiors for the 2011 Chrysler Nassau and Dodge Avenger. The exteriors will look substantially different. Buyers can choose between a 2.4-liter four-cylinder or a new V6 Pentastar engine produced at Chrysler’s Trenton South engine plant.
Last week in Turin, Marchionne repeated that Chrysler brand in North America and Fiat’s Lancia brand will share products, but Chrysler will be the brand for North America, while Lancia will gradually expand its product lineup so it can grow in Europe.
In a few weeks, Chrysler begins production of the 2011 Jeep Grand Cherokee, the company’s first new model since exiting bankruptcy last June. That will be followed by launches of substantially new 2011 models of Dodge Charger and Chrysler 300, the diminutive Fiat 500 and an all-new Dodge Durango that will share some elements with the Jeep Grand Cherokee and handle more like a crossover.