Caliber Takes Aim at the Compact Segment with a Good Shot at Winning Over Import Buyers
DaimlerChrysler was smart when it introduced its new Caliber compact model in Detroit last month. Rather than deriding the trusty old Neon themselves, which would have been oh-so taboo, they had comedian extraordinaire David Spade do it for them. The Birmingham, Michigan born star of "Saturday Night Live" and the popular sitcom "Just Shoot Me", the latter in which he played the unlovable slime ball Dennis Finch, joined Joe Eberhardt, Chrysler Groups Executive Vice President Global Marketing, Sales and Service on stage and contributed his usual off-hand humor, interrupting the straight mans monologue of Caliber attributes with comments like, "Dude, anything looks good when you compare it to a Neon."
To be fair, the Neon was a pretty decent domestic economy car, at least in its time, but in todays highly competitive compact market segment the Neons | | Rather than deride the old Neon themselves, Chrysler Group ha had comedian extraordinaire David Spade do it for them. (Photo: Trevor Hofmann, American Auto Press) |
time is long gone. Rightly so, its about to be replaced by something completely new. But rather go at the competition head-on; as Chevy is trying to do with its new four-door Cobalt and Ford has long done with its Focus, Dodge is once again marching to the beat of its own heavy metal drummer. OK, the Caliber might be more of a dance track machine, especially when fitted with its top-line audio system, but you get the idea. To make it completely clear, the only thing that the Caliber has to do with the outgoing Neon is that its built in the same Belvedere, Illinois | | The Caliber immediately makes the Neon a distant memory, shown here with Mike Nicholas, the new models head designer. (Photo: Trevor Hofmann, American Auto Press) |
plant; completely overhauled since Neon stopped production, mind you.
And now, on the other side of the continent, having spent the better part of a day putting Dodges latest offering through its paces in and around Scottsdale, Arizona, which incidentally just happens to be where the Calibers hired comic was raised, I come away with mixed emotions - both joy and happiness. Im joyful that Chrysler has once again raised the bar among domestic manufacturers, first in the crossover segment with Pacifica, second in the large sedan category with 300, third in the wagon, ahem, sport tourer | | The Caliber doesnt attempt to go after the traditional compact sedans, such as the Honda Civic or Toyota Corolla, but rather targets crossover wagons like the Toyota/Pontiac Matrix/Vibe. (Photo: Trevor Hofmann, American Auto Press) |
class with Magnum, and now in the C-segment with Caliber. In some ways the Caliber not only measures up to its imported competitors, but surpasses them, and this makes me even happier, as strong rivals make for a better small car market, benefiting everyone.
Now dont get me wrong, the Caliber isnt perfect. I wouldnt even be so bold (or unwise) to say its the best car in its class, but when I discussed the new model with my 26 year-old driving partner, who incidentally writes for a popular tuning magazine, and in conversation asked him if he would buy it, he pondered | | Its no secret that attractive cars sell well and ugly ones normally dont. Fortunately for Dodge, the Caliber looks great. (Photo: Trevor Hofmann, American Auto Press) |
over the question before looking up and answering that if it was priced right he just might, adding that he would certainly consider it. Why this is important is that he would have never even considered a Neon, even the ultra-hot SRT4. The fact that his age puts him within the Calibers 25 to 35 primary demographic target shows to me that the boys and girls from Auburn Hills are onto something, and a closer look at its base price is why I think this car will be a big success.
But before I get into the money, there are a number of other reasons why American compact buyers should consider the new Caliber. Reason number one, at least in my books is that | | The Calibers passenger/cargo configuration is as flexible as could be possible, with 60/40 split rear seats that also recline, as well as a forward folding front passenger seatback. (Photo: Trevor Hofmann, American Auto Press) |
its really good looking. OK, maybe appearances shouldnt be reason number one, but its no secret that attractive cars sell well and ugly ones normally dont, unless they are considered particularly reliable or particularly practical. So, being that no one can say much about its predicted reliability, despite major advancements in its design and build processes to ferret out any potential gremlins, the Caliber is after all a brand new car with zero track record, lets make the Calibers practicality its number one attribute and leave styling for a little later in the review.
I dont know how it would be possible to get any craftier in a small car package than | | The seats are very supportive and quite comfortable, and as can be seen here, are offered with body-color matching inserts. More convention fabrics come standard, while perforated leather is also available. (Photo: Trevor Hofmann, American Auto Press) |
the Dodge engineers and product planners got with the Caliber. Of course, its five-door, wagon-like liftback configuration makes it ideally suited to hauling people and their stuff around. The hatch opens up a wide, tall gateway into a spacious cargo hold, replete with a removable plastic floor for ease of washing. The standard split-folding rear seats are among the easiest to lay flat in the segment, with just a tug of a mesh-fabric loop, and the front passenger seat flips forward too, as long as you dont have a base SE model, for those really long and awkward eight-foot ladders that youre always carrying around, right? Well, maybe not, but sometime in the space of the next few years youre | | The Caliber features a handy flip-up iPod or cell phone holder in the center armrest, that easily fit my Blackberry. (Photo: Trevor Hofmann, American Auto Press) |
going to need to cart around something long and cumbersome, and youre going to wish that your compact was as flexible in its seating/cargo configuration.
I think, though, that your rear seat passengers are going to care a heck of a lot more that a similar seating system to that which folds down for cargo on the base car, also reclines back for taking a snooze if you opt for any of the higher trim levels. While Caliber isnt the only car to offer such a premium feature in this proletariat class, its one of few. The rear seats are pretty comfortable too, with firm but forgiving cushions and a decent level of lower back support. There is plenty of room for my legs and feet, ample for the hips and shoulders, and while my 5-foot-8 height is hardly lofty, there was another heads worth to | | The 450-watt optional audio system sounds even better in real life than it does on paper, and when equipped with the optional articulating liftgate speakers is ideal for camping or beach parties. (Photo: Trevor Hofmann, American Auto Press) |
spare from skull to ceiling.
The front seats offered higher levels of support, even in base SE trim, while the mid-level SXT complemented the lower cushions with higher-back front buckets as well as an upgraded cloth; some of the examples on the drive featuring body-color inserts to match a body-color center stack - personalized iPod faceplate fans will like this feature (perforated leather is also available). Oh, and speaking of the worlds favorite portable music player, even the standard audio system, which puts out pretty impressive sound by the way, is formatted for mp3 and WMA, plus even comes with an accessory plug right on the front of the head unit - amazingly this isnt available with the top-line audio system. Together with the handy armrest, that flips up to expose a | | The Calibers trick dual glovebox an air conditioned water or juice compartment appropriately called the Chill Zone beverage cooler. (Photo: Trevor Hofmann, American Auto Press) |
nifty iPod-cum-cell phone holder, my BlackBerry fit in perfectly as well, it continues the practicality theme. On the musical theme, Dodge appreciates that just because you may not have the money for every Caliber option, you shouldnt be relegated to its base stereo system, as good as it is. Therefore, all stereo equipment is optional across the line. This a la carte approach will be sure to win over younger buyers.
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