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.
Comments
I loved the old Aspen! I have such a soft spot for them. Let’s just hope this crossover is better than the Dodge Journey and the god awful Pacifica.
Isn’t Durango going away?
Yes, Durango is dead. That’s why I see no chance for Aspen to be resurrected. Patent applications don’t necessarily mean product. In financial constrains Chrysler is now it would make no sense to focus on large vehicles now knowing the gas prices won’t stay so low forever.
Trademark applications, not patent applications.
And no, they don’t mean product all the time. But they are not filed frivolously, either. So it’s much more of an indicator than reading tea leaves.
The actual “original” Aspen was a Plymouth Volare twin from 1976-1980. Just sayin’