Audi A4 Embarrassed Chrysler Into Fixing Its Cheap Interiors

Chrysler's Cheap-Interior Era

Stellantis' current challenges center on its powertrains, particularly the now-discontinued 4xe plug-in hybrid models, as well as its overestimation of electric-vehicle demand, including products such as the all-electric Dodge Charger. However, before Fiat took control of Chrysler following its 2009 bankruptcy, the automaker faced a very different problem: poor interior quality. That issue was one of the key areas veteran Chrysler designer and current Stellantis Chief Design Officer Ralph Gilles sought to address.

Automotive News reported that Gilles described Chrysler's interior design heading into the 2009 bankruptcy as “water-pistol grade,” recalling his frustration by asking, “Why does ours look like plastic and theirs look so good?” In 2008, the brand's flagship model, the Chrysler 300, had a plain and straightforward interior, especially compared with rivals such as the Buick Lucerne and Toyota Avalon. For Gilles, the turning point came after seeing the Audi A4, which, in his words, left him “pissed off.”

A Pickup With A Bigger Mission

The first response from Chrysler came with the 2009 Dodge Ram 1500, which featured a more upscale and visually appealing interior, highlighted by a redesigned center stack that gave the cabin a more commanding truck-like presence. The automaker gradually applied the same philosophy across its lineup, a trend that continues to be reflected in modern vehicles such as the Jeep Grand Cherokee and Ram 1500, with the latter now available in several trims, including the luxury-oriented Tungsten.

So, what specifically helped Stellantis transform its interiors? The formation of Stellantis in 2021, after FCA merged with France's PSA Group – the parent company of brands such as Peugeot and Citroën – may have brought new ideas to the design team. Gilles acknowledged that influence, saying, “The French do phenomenal interiors.”

The team hired millennial and Generation Z designers to gain fresh perspectives on what younger buyers may want. At the same time, the team focused on balancing design ambitions with cost discipline, helping Stellantis decide where to allocate resources as the company works toward reducing annual costs by about $7 billion by 2028.

A Better Reputation, But More Work Ahead

Today, some of the most criticized automotive interiors are those that rely heavily on in-car technology. Examples include vehicles that replace traditional buttons with haptic controls, an approach Volkswagen later acknowledged was a mistake. Others point to the growing trend of massive screens, such as the 56-inch Hyperscreen available in the Mercedes-Benz EQS. Tesla's interiors are also divisive, with some critics arguing that the brand sacrifices usability for an ultra-minimalist design philosophy.

At least Stellantis is no longer as prominent in negative interior-quality conversations as Chrysler was in the 2000s. However, the automaker still has plenty to address, including recalls, with 17 so far this year, tied with General Motors for second-most, and the billions in EV-related writedowns it has taken.

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