The original Chrysler Aspen was one of those ill-timed introductions. Much like the Kia Borrego, the Aspen arrived at a time when SUVs were hot, but external market conditions and rising gas prices knocked consumerism off of its feet.
Times have changed, however. The original Aspen quit production in 2009 but, nearly seven years later, the economy has stabilized, gasoline is cheap and America has gone crossover crazy. That’s why automakers are busy shuffling their portfolios to make room for crossovers large and small.
And we have a feeling Chrysler is busy working on a way to mimic Chevrolet’s upcoming strategy. Our sister publication, Fiat-Chrysler Authority, reported FCA has officially filed to trademark the Aspen name. The news also follows a trademark finding for “Pacifica“, also a Chrysler crossover once upon a time.
Chevrolet’s upcoming strategy includes a repositioned, smaller 2017 Chevrolet Equinox, a new midsize crossover (the return of the Blazer?) and the Chevrolet Traverse to round it out. Below that will be the pint-sized Trax, and above those vehicles are the Tahoe and Suburban.
Chrysler seriously lacks credentials in the crossover segment, and only Dodge offers two vehicles for the segment: the ho-hum Journey, and the surprisingly well-done Durango.
A new Aspen could fall in line to take on the likes of Traverse, Acadia and Enclave, especially if Chrysler pushes the crossover in a more premium space. Only time will tell if FCA acts on its trademarks, though, we’re fairly certain it will.