There is also a loud buzz that there will only be a very limited supply of the 2012 Vipers which also means that the screening for potential owners will be monitored closely by the car manufacturer. And insiders are saying that a buyer must actually own a Dodge Viper before being considered for the new purchase.

Chrysler has confirmed the reactivation of the Conner Avenue factory in Detroit for the production of the Viper. The company will be tapping the 150 employees who once worked in the assembly plant which is really designed just for the Viper built.

The SRT division of the company has renewed vigor under the manage of Fiat as the carmaker wants to get rid of a low-budget image in their market earned under the helm of Daimler in the early part of the past decade.

SRT which stands for Street Racing Technology was established back I 2004 to add some oomph factor to the products of Chrysler.

Chrysler is very careful not to leak any essential information about the upcoming SRT Viper but there are rumors that it will be getting some inspiration from the 8C Competizione of Alfa Romeo for its front end design. Some parties hint that it may get some hints from the second gen GTS.

Fans are looking forward for the SRT Viper to retain the basics in terms of form and style. Viper lovers are also hoping that the V10 will be retained but it might even be made more monstrous than the 8.4L displacement and give out more than the 600 horsepower it is known for.

Other hints include a traction control system put into place for the new Viper and interior styling that may be more on the luxury side. The latter might get some reactions from the purists but buyers of a sports car with a tag price of more than $100K might appreciate a better than usual cabin.

The recent announcement follows the December 2010 investment of the company on the Sterling Heights factory. Before the end of 2011 the car manufacturer announced an $850 million investment to fund a the new paint shop for the factory. Since 2009, Chrysler has injected around $3.5 billion to improve its factories in the United States.

For Chrysler employees, the plant in Sterling Heights have become a symbol of how the company is trying to comeback from the struggle. Cerberus Capital Management, which previously owned the company opted to close the said factory but Sergio Marchionne, Chrysler CEO decided to take a different path and keep it operational.

The midsize sedan of Chevrolet will be built using the platform of Fiat reworked for the market in the United States.

The investment of the company will give way to the construction of the body shop, installation of advanced technology conveyors, and more equipment.

The Sterling Heights plant was not pointed to specifically in the recent UAW contract which is due for ratification of the rank and file. It was also not made clear if the most recent investment is included in the $1.3 billion investment that is to be poured into their U.S. factories as outlined in the tentative contract.

About fourteen units of Chrysler Ram 1500 plug-in hybrid electric vehicles will arrive in the San Francisco, California on August 2, 2011 from Chrysler who will take part in this automobile program that will last for three years.
According to the statement provided by Chrysler, San Francisco will be the one to evaluate the performance of these PHEVs in a real life setting.

The PHEV we’re talking about is the Chrysler Ram 1500 that comes with the combination of a 6.6 kilowatt attached charger, a 12.9kWhr lithium ion battery pack (liquid-cooled), a dual hybrid gearbox, and a 5.7-liter HEMI V8 engine that is equipped with a Multiple Displacement System (MDS).

However, Chrysler expressed that the RAM 1500 PHEV units are meant for demonstration purposes only for the assessment program. So far, there are no official plans for the production.

Still, the brand is taking lots of baby steps. There are also producing about 25 units of Town & Country minivans with the same plug-in hybrid technology for another automobile assessment program in other cities. While there’s still no official word that the brand will dive into this hybrid arena, the results of the assessment programs might change just that. We’ll just have to see what will happen in the next three years.

According to the analysts, the numbers of Ram have been on a roll since the car manufacturer poured in some money for more advertising to raise the awareness of consumers. The aggressive marketing move was started in June clinging on to the tag line “Guts. Glory. Ram.” and an image build up of the Ram as a working machine.

One expert said that we are seeing the same truck for now but Chrysler might implement changes soon including an air-spring suspension for the Ram which will give it a good ride quality. The industry currently uses leaf springs for this truck which gives it a bouncy feel especially when the trucks are unloaded. If done right, the Ram can end up as best in class . Chrysler has already unwrapped a vehicle concept that is using their air springs system.

Earlier this month, the car manufacturer released the specs for its Ram line up 2012 models. They definitely included some surprises that gave consumers options for better transmission like a new 6-speed gearbox and a more powerful option with the Cummin Diesel.

Chrysler will have the lower profiles of their vehicles as the hallmark of their future production.

Gilles makes the 2011 Dodge Durango as an example which gets a lower fascia compared to its older versions and getting a different approach compared to the Grand Cherokee. He also adds that the vehicle will be a more fuel efficient. The Durango RT will also come an inche lower compared to the Express to improve the handling.

The design executive of Chrysler also added that they may need new designers to help complete the work on 15 new vehicles. These new units will use platforms by their partner Fiat and are scheduled to roll out from the factories by 2012 through 2014.

The car manufacturer admits that they are looking for new designers but adds that they are also very picky when hiring new members of the design team. Aside from being a good artist, they are also looking for someone who can lead, who has some spirit, and someone who will fit in their company’s culture.

The CEO of Chrysler and Lancia in Europe disclosed that the company is planning to have a Lancia-Chrysler network of around 800 dealers and around 1000 dealerships by May next year.

The parent company of the brands, Fiat, notified the dealerships in all corners of Europe and informed them that contracts will be ending by May 31, 2011.

This will giveway to a new network of dealerships that will handle distribution and sales of the products of Lancia and Chrysler under the name of the former as created by Fiat. This will somehow benefit dealers since they will be able to market the full range of products.

The dealers which sell Jeeps will be re-branded as Jeep retailers while Dodge will play a role of a niche player importing muscle cars from the United States in small volumes.

Chrysler came up with a solution. They are killing the Sebring name. The car will not go out of production just to be clear but the Sebring will under go a major makeover to revive its appeal until a new member of the range arrive by 2013.

The refreshed Chrysler Sebring is expected to roll out on the 4th quarter of 2010. Experts expect that it will also be rebadged to don the 200 name. The car will also be restyled following the design lines of the 200C Concept EV during the 2009 Detroit Auto Show. The interior will also get a good upgrade.

It will be a totally different vehicle as it tears apart the old Sebring and releases a new animal. The official name of the new Chrysler vehicle is yet to be announced.

Buyers will have an option to add a dual clutch system or choose from a range of multiair engines that are fuel efficient.

The Dodge Avenge is also expected to get some update.

The plan was unveiled by the VP for manufacturing of Chrysler, Scott Gaberding, who also revealed that they are considering several options on the drawing board. This also includes an option to build a brand new factory if necessary.

Chrysler is looking at the possibilities of using their plant in Windsor, Ontario, as well as their assembly lines in Mexico and the United States. The factory in Ontario serves for the production of Chrysler’s Town & Country, and the Dodge Caravan. If the plant will be re-organized and re-tooled for the production of the Fiat-based cars, it can help with the production of the MiTo under the Alfa Romeo brand. It can aid in the assembly of Chrysler vehicles using the C-Evo platform of Fiat.

The factory in Mexico being considered is doing the production of the Chrysler PT Cruiser and the Dodge Journey. As earlier announced, the PT Cruiser will be killed by Summer which can give way to the production of A platform Fiat vehicles using the facility. So the Mexico plant might roll out the likes of Fiat 500 or a new Jeep model derived from the Panda Cross.

The other plant in consideration is their assembly line in Belvidere, Illinois. Units like the Jeep Compass, Jeep Patriot, and the Dodge Caliber zoom out of this factory. Upon retooling, this one can help with the production of the Giulietta from Alfa Romeo and other Fiat models.

The CEO is expected to let the stakeholders and the public know about the 5-year plan of Chrysler by early November. The plan is expected to include selling shares to the public by 2011 and make the quarterly financial report of the company public by next year.

The move seems to get the nod from business analysts and the auto industry community. Some experts foresee Chrysler to report about $841 million in operating profit by next year but declare a net loss of about $169 million as 2010 ends. When 2011 comes, these figures will jump up to $2.45 billion in operating profit and a $952 million net income. Analysts say that these figures might be too good for Chrysler before but is very doable today.

Prior to Marchionne’s take over of the top post, Chrysler was listed as a private company under the Cerberus Capital Management Chrysler. Being a private company, it was not required to publish or release the details about its finances. Some reports are putting the losses at the $6.8 billion mark tracing it as recent as 2007. The company was able to get to a clean sheet after General Motors declared bankruptcy to resolve its problems.

The game plan for Chrysler is to move up in the scale to face luxury car makers head on. The Dodge on the other hand will focus on producing a sportier line of vehicles. The goal is not just to be at par with the Lincoln and the Cadillac but to outpace them with class.

CEO of Chrysler Peter Fong puts it as making their brand a notch better than the competitors. It will be a difficult race as Cadillac tries to improve their line of products from their own garage. Cadillac is ahead of the race as of now with models like the CTS range, SRX, and the flagship XTS.

Chrysler has not revealed how they plan to beat the other brands. The product range that will help achieve their goal is set to be known by November.

Experts are foreseeing future vehicles following the architecture of the electric vehicle Chrysler 200C displayed during the Detroit motor show. The EV might have not gone to production but it has the qualities needed by Chrysler to impress the discerning consumers of the luxury market. The public may also see Chrysler rebranded Fiats and Alfa Romeos.

The Dodge line up will be focusing on giving the consumers performance cars while keeping in mind the CO2 emission and fuel mileage standards set by the new laws taking into effect. The range of Jeep will most likely remain the same but will dwell more on recent smaller vehicles like the Patriot and the Compass.