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Edgier Appeal: Chrysler Introducing S Models to Interest Younger Audience

Zach Galewriter

Chrysler's bid to attract younger buyers got a major boost with the original 300 sedan, and that effort will continue in 2011 with S-branded models. A 200 or 300 S sedan will incorporate bolder trim pieces designed to grab the attention of those who want cutting-edge style in their four-door sedan.

The 2010 Chrysler 300 had an S model that included flashy 20-inch wheels, a 13-speaker sound system, and sport seats with perforated suede. The 2010 300 S (pictured here) was available with a V-6 or V-8 engine.

Chrysler says the S models won't necessarily be top-line, expensive cars. S trim will be offered on the 200 and 300, though it's not clear if a Town & Country S minivan will be offered. If you want an over-the-top look at what a 200 S might look like, Chrysler unveiled the Mopar 200 S at the Detroit Auto Show.

Currently, the average age of a Chrysler buyer is 62 and, even if you consider Ram a separate brand from Dodge, Chrysler was still the lowest volume brand in 2010. Dodge was the most popular brand, followed by Jeep, Ram, and finally Chrysler.

Pricing hasn't yet been announced for the 200 S model, but that car does feature details not found on the LX, Touring, or Limited trims; the Limited stickers for $24,495. The 200 S has a black chrome grille and 18-inch wheels with black accents. On no 200 but the S model will you find a perforated leather-wrapped steering wheel, and the 3.6-liter V-6 engine is standard.

If you were buying a Chrysler sedan like the 200 or 300, would you rather have traditionally appointed touches like wood and chrome or blacked-out grilles and carbon fiber trim? Our jury is still out, so let us know what you think in the comments.

Source: Automotive News (Subscription required), Chrysler