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Chrysler is looking to take on the premium German brands with its new executive-level 300C saloon.
Coming only with a 3.0-litre V6 diesel, the new model will only compete for around 18% of executive car sales as there's no smaller unit to rival the BMW 520d, but the firm is hoping to compete at the top end of the segment by offering its flagship as a well-equipped alternative to the regular choices.
"Chrysler's philosophy is to offer very generously equipped cars because it gives a real residual value benefit, and customers won't lose out on the cost of the options," said Chrysler senior product manager Steve Mirfin.
"It positions us very well as great value for money for customers that do their homework."
Mirfin claimed the 300C is cheaper than its BMW, Audi, Mercedes and Infiniti rivals, while spec-adjusted, he said it is also cheaper than the Volvo S80.
Although the 185g/km emissions will prove prohibitive for many, compared with a BMW 530d auto's 139g/km, Mirfin said there will be some interest from the corporate sector.
"We're not intending to pump the market and disrupt the product - it's a flagship for the brand and we need it to perform," concluded Mirfin. "We do have aspirations to get into the corporate sector and also the chauffeur market, we've got the car for that market."
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