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Chrysler cuts ad budget, Pushes Dodge Circuit EV
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Since the unsurprising bankruptcy report from Chrysler and then the company being taken over by Fiat, they struggling company has launched their “We Build” advertising campaign. The idea behind this new approach is to show that even with the troubled times, the company is continuing to move forward with normal business. The massive amount of dealership closings and full factory downtime would suggest differently, but reports from a few employees at the headquarters suggest full scale testing of new engines such as the Phoenix series, as well as continued R&D to perfect the Hemi. It is also my understanding that Fiat has delivered engines and transmissions from European models for testing by the Chrysler division, and all of this testing shows me that while times are tough, Chrysler is still trying to look towards the future.
The cornerstone of the “We Build” campaign is the array of upcoming vehicles, specifically the electric powered Dodge Circuit, Chrysler 200C, and Jeep models (all of which were displayed at the 2009 NAIAS). This makes sense to me as nothing shows ‘looking to the future’ more than pushing cars that are so ahead of their time that there is no actual market yet. However, I think that should these models see production (especially the Circuit and the 200C), they are all great steps toward the future of the American automotive scene. The good news is that the glimpse into the future of Chrysler attracted attention, with a 15% increase in consumer interest, but yesterday that same good news was hindered with the announcement that the government task force involved with the “bailouts” has ordered Chrysler to cut their advertising budget in half.
The fact that Chrysler is working to promote the new Dodge Circuit EV in their ad campaign, as well as reviews of the awesome new sports car on sites like Autoblog (they even have a video…click here to check it out), shows me that they are getting serious about this program. It seems inevitable that the performance market will turn to electric cars and companies like Tesla show that there IS a market for a high performance electric vehicle. The Dodge Circuit combines the Dodge style with the Lotus designed body, giving it a European feel but it’s clearly a Dodge when it comes to the front and rear fascias of the car. The 268 horsepower Lithium-Ion battery backed electric drivetrain allows the Circuit to reportedly run from 0-60 in around 5 second and run a standing quarter mile in the low 13 second range, while reaching a top speed in the 120mph range – notice I say “reportedly” as the car hasn’t been tested by outside sources, but videos of the Circuit EV beating a Dodge Challenger SRT8 during an impromptu testing session show the abilities of the Circuit.
So the Dodge Circuit EV Concept will beat a Dodge Challenger, but the Hemi-powered muscle car isn’t real competition for the Circuit, so for best comparison the Circuit should be considered against the Tesla Roadster. The problem is that the Tesla is on the market and the Circuit is not, so it is hard to compare to two accurately.
We know exactly what the Tesla is capable of (0-60 in 3.9 seconds), and we know what Chrysler claims the Dodge Circuit is capable of (0-60 in 5 seconds). Based on those numbers, the Tesla is the quicker of the two vehicles, but this is a battle that could come down to price more than performance. Should the Circuit see production, I cannot imagine Dodge attempting to sell it for anywhere near what Tesla is getting for their vehicles, and should Dodge launch the Circuit as a replacement for the Dodge Viper, even wearing the Viper’s old price tag would make it a bargain buy against the Tesla.
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It would seem to me that the costs associated with these alternative powered sports car projects would be more easily absorbed by a large company like Chrysler, thus allowing them to offer the car at a lower price than the small, privately owned Tesla Motors. The Tesla rings in at a stomach churning $109,000, turning off many average enthusiasts to the idea of the electric performance car, but with the Viper appearing to be dead in the water, the Circuit could effectively fill the Vipers shoes. While a price tag in the range of $80,000 is too high for most, this would make the Circuit a super discount compared to the Tesla, even if the Circuit is a shade slower. It is also my opinion that the Dodge Circuit has an advantage in styling over the Tesla, as the Circuit takes the Lotus design and makes it distinctly Dodge. The Tesla, which also received design help from the folks at Lotus, takes the European look of the Lotus and waters it down, making it look more like a kit car than an electric supercar. Again, this is all conceptual until Dodge “gets off the pot” and pushes out some production ready Circuit models for a full comparison against the Tesla Roadster.
What we do know is that if the Dodge Circuit EV and Tesla Roadster are the future of the sports car industry, while I will miss the rumble of an internal combustion engine, we have a bright future ahead of us. These lightweight cars are designed to optimize fuel economy, but the construction also caters perfectly to high performance with little power and that equates to great acceleration and handling. Imagine a car that will cut corners better than any Lamborghini and run the quarter mile quicker than a new Corvette, all for just pennies per mile. The technology exists, now it is just a matter of whether or not one of the major manufacturers will step up and produce an affordable option, as Tesla provides an option but by no means is it an affordable one.
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