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Automotive divorcee Chrysler is looking to international markets to generate growth and profits in the coming years. Indeed, with a bevy of new models expected to grant entre into new markets for the group's three brands -- Jeep, Chrysler and Dodge -- the USA's only privately-owned carmaker says it's out to double its non-US volume in the next four years.

But new segments will only take the carmaker so far. In markets like the UK, Australia and continental Europe, even the brand's latest offerings have, to varying extents, been criticized for interiors that are not up to scratch, especially when compared to Japanese and Korean competition.

The executive charged with delivering Chrysler's international growth is Executive Vice President -- International Sales, Marketing and Business Development, Mike Manley.

The 43-year-old Englishman says customer feedback is driving the brand to lift its game.

"We listened very hard about 12-18 months ago to the feedback we were getting on our vehicles. We then put in place an interior styling studio... That studio immediately began working on the [model] refreshes as well as the normal model year changes, but more importantly [it has] focused on the new vehicles that were in production [development]," Manley explained.

"As we move from the 07 to the 08 model year you [will] see some of the upgrades we were able to do -- particularly on Jeep and there is some refreshing on a number of other models. So you begin to see that work come through."

Manley says that the company's products have at times been unfairly criticised. He contends that the positioning of the brands (Dodge, entry-level, Chrysler further up the tree) has confused some consumers' expectations.

"There is a distinct difference [between the packaging and finishes of the brands]… If you take Avenger and Sebring for example, the feedback I get from markets outside of NAFTA [Ed: North American Free Trade Agreement – effectively, USA, Canada and Mexico] is that clearly the Sebring interior is of a better standard and quality to the Avenger.

"The Avenger was targeted very specifically as a value vehicle in that segment. If what you are looking for is those luxury appointments, then Dodge isn't the brand for you."

The Carsales Network took Manley to task on the Sebring, however. Is it on a par with its Japanese competition, Honda's Accord Euro for instance?

"Again from my perspective -- and I try to take a balanced view in terms of the feedback I get. I get less feedback on Sebring than I do on Avenger. But Sebring, as you see the refreshes that we do, you will begin to see that evolution of our interior.

"As a company if we get the feedback that says our interior isn't where it needs to be, for us to ignore that will not help the growth we need as an organisation. Although I do think some of the feedback on Chrysler vehicles is particularly harsh and I wouldn't necessarily agree with all of it, at the end of the day we have to listen to our customers and respond. I think we began to do that as I said when we put the interior studio in place.

"As you know with product development, even with refreshes, these things take a little bit of time," Manley explained.

So when will Chrysler Group interiors match their competitors?

Manley: "I think the evolution we have seen 07 to 08 -- not just with the Chrysler brand but with all our interiors -- have moved forward on our key volume lines. I think as you see those 08s [models] in the marketplace you'll [also] see on Jeep we have made some good moves as well."

Going forward international markets will increasingly get interiors more tailored to those markets, Manley says.

"We actually offer different interior packages now for our international markets compared to the US.

"It is interesting to see the evolution in the US… It's lagging behind what I see in international markets -- Australia, Japan for example, some of the European markets -- but interiors are becoming much, much more important in the purchase decision."

Indeed, in the USA cars like the new Chevrolet Malibu are moving the game on quickly. The midsize GM product has a cabin feel and execution most European brands would be happy to market. If the cars on display at the North American International Auto Show (NAIAS) are anything to go by, Chrysler too is making progress.

Changes viewed by the Carsales Network included a welcome move away from two-tone interiors on cars like the Dodge Caliber and a significant softening and upgrade of the interior of the updated 300C. Due for release Down Under next month, the latter boasts a new centre console and interior door skins with extra leather and a new soft stitched dashpad.

The company has also upgraded materials generally. For instance leather on the likes of the new 300C is now grained and looks like leather – not plastic.

That said, new-to-the-market models like the new Dodge Ram (more here) and Journey (pictured) "five-plus-two" three-row SUV are likely to be the real litmus test.

While Aussie consumers won't get the chance to pass their critical eyes over the full-size pick-up any time soon, the Journey will be here and on sale in both petrol and turbodiesel versions before the end of 2008. For the sake of Chrysler's international double-or-nothing growth target, those consumers had better like what they see.

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