Continuing its push to launch a new ‘S’ sub-brand by year’s end, Chrysler unveiled a 300 S-Concept at the recent Spring Festival of LXs. The Spring Festival of LXs is an annual event that attracts custom LX cars – which include the Dodge Magnum, Dodge Charger, Dodge Challenger and Chrysler 300 – from all over the country.
Based on the all-new 300 sedan, the S-Concept adds a few custom touches without going completely over the top. The Show car features larger and sportier wheels, a body-colored aero kit and a new front grille. Inside the 300 gets red leather with an ‘S’ embossed on each front seat.
“There are two paths: the traditional Chrysler path and the S path,” Tim Kuniskis, head of Chrysler brand product marketing, said at an event earlier this year. “There’s a huge customer base for chrome and wood. There are also people who want something a little edgy.”
Kuniskis added the S line would be available on any trim level, ensuring buyers can access the custom market at any price point. However, Chrysler has yet to announce any official production plans for its S sub-brand.
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