Chrysler Goes To The Matte With "S" LineS

At the drive of its new-for-2011 300 sedan last week, Chrysler showed off a matte version of the big hauler dubbed the 300 S. What's with the additional letter? Think of it as a mini-Scion for Chrysler.

Chrysler Goes To The Matte With "S" LineS

Chrysler execs said they were considering creating a "sub-brand" under the S tag that would offer more customized interiors and exteriors designed with younger buyers in mind. Along those lines, the goal would be to keep the prices affordable, which is partly why they wouldn't commit to an actual matte-finish option like the 300 S they displayed, given the inherent maintenance costs.

Chrysler Goes To The Matte With "S" LineS

Of course, as a good first step they could just make sure every Chrysler 300 has a chrome delete option.