Displaying the marketing acumen that has brought them to this point, the Auburn Hills, Michigan-based automaker decides that it only needs to build the Aspen and Durango hybrids for 5 months.

 Aspen Hybrid

How’s your Aspen?

Introduced amid much fanfare at this year’s North American International Auto Show, the Chrysler Aspen Hybrid and Dodge Durango Hybrid were supposed to represent Chrysler’s first step away from the “Yeah, it’s gotta HEMI®” mentality (even though both were equipped with a hybrid version) towards a green-friendly image. But if the powers-that-be in Auburn Hills really wanted to cultivate that segment of the market, why, then, did they choose to build both in a plant that was scheduled to close at the end of 2009?


Timing is Everything

As recently as two weeks ago (October 16th), Chrysler issued a press release touting the advantages of the two-mode hybrid system – both from a fuel saving perspective (“Chrysler and Dodge hybrid SUVs boast fuel economy improvement of more than 53 percent in city, 40 percent overall; offer better city fuel economy than a V-6 Honda Accord”) as well as from a pricing perspective (“The Chrysler Aspen Hybrid and Dodge Durango Hybrid are priced nearly $8,000 below the competition. Additionally, customers can expect a tax credit of up to $2,200”).

According to Frank Klegon, VP of Product Development, “Our new 2009 Chrysler Aspen and Dodge Durango hybrids deliver best-in-class fuel economy of up to 22 miles per gallon—an improvement of more than 53 percent in the city and 40 percent overall. This unique combination of value, fuel economy, performance and capability gives SUV owners a no-compromise hybrid alternative.”

I guess maybe someone should’ve clued Frank in on what was going down.

Plant Closure Accelerated

In any case, due to slow SUV sales, the Newark, Delaware plant that assembles both the Aspen and Durango hybrids has had its closing date moved up a year and will cease producing both by the end of the year. There are no plans to move hybrid production to another facility.

According to an article in Automotive News, Chrysler spokesman Todd Goyer put it this way, “Keeping the plant open for the hybrid versions isn't a sound business decision.” Enough said.