But there is a problem. A serious problem. Large SUVs aren't selling well. Especially not 4x4 Hemi powered ones, hybrid or not. Chrysler has a great product at a great price (about $3,500 over a comparable non-hybrid, notably less than the premium GM charges for the Tahoe/Yukon hybrids), but 20 mpg doesn't sound much better than 15 mpg. Under the bottom line, it is more significant to one's pocketbook than a jump from 25 to 30 mpg, but that doesn't change perception. And there are virtually no exterior or interior appearance differences (apart from badges) between a hybrid and a non-hybrid, though there is a Prius-like game board on the instrument panel. Hybrid buyers say they don't want/need an appearance differential, but the sales data suggests otherwise. In many cases hybrid buyers are environmentally conscious as well as image conscious; they really want to make a visual statement. Economics play a part, but so does image.

The only hybrid to sell in real volume so far is the Toyota Prius. And it has three things going for it that the Durango/Aspen hybrids lack: 1) unique exterior and interior appearance 2) a big mpg number and 3) a relatively low price.

As a result, while I give kudos to Chrysler for technical excellence, I don't predict substantial sales or commercial success. They deserve better.

Steph's Take
Jim's identified marketing issues faced by Dodge and Chrysler dealers as they work to move difficult, expensive vehicles in this environment. One element my colleague did not mention is that, while Chrysler will not share sales targets with us, they do not expect the Hybrid model to take over a volume role for these SUVs. Not only does Chrysler have the hurdles Jim pointed out to overcome, but they're being overshadowed in hybrid full-size SUV presence by the GM versions (Cadillac Escalade, Chevrolet Tahoe, and GMC Yukon), all of which carry very large Hybrid stickers and get tough-to-spot minor exterior tweaks said to help improve aerodynamics and efficiency. GM is asking a larger premium, but they've also put more differentiation into their products.

Unfortunately for Chrysler, the Durango and Aspen appear slightly behind and the parent company's involvement seems almost an afterthought. One can't pull something like this off as an afterthought, but with the business distractions Chrysler LLC faces, there isn't much overt payoff to the effort spent. You can accuse the GM overlarge Hybrid stickers of being too in-your-face, but after GM stole the thunder on full-size hybrid SUVs, Chrysler may find their approach too subtle.

The system worked well and was largely transparent, but my concern initially was that the Aspen and Durango are not segment-leading vehicles to begin with. They are competent and comfortable, but not particularly special. Making them hybrids does not put them head-and-shoulders above all competitors, but it does put them among the few full-size SUVs with a hybrid powertrain. In all honesty, that didn't seem as big a deal in Maine. Coming back to Michigan and finding myself spending a week in the latest Toyota Sequoia changed my mind, to a degree. The Sequoia I'm in reminds me that, though Chrysler's interiors are not as good as most of the competition, Toyota is just as capable of making a mediocre SUV. And seeing the typically abysmally low instant mpg numbers Sequoia returns even babying the throttle is a reason to consider Aspen over Sequoia.

A full review of the Sequoia will be published in the coming months, but I am finding myself preferring the Chrysler products, specifically the Aspen Hybrid. The Aspen is only a slight changed Durango, but it does look better inside and out, excepting those silly hood strakes. Again behind the wheel of a large SUV, I miss the improved economy of the Chrysler hybrids.