A minivan wears several different hats for the families that own them. It’s a school bus, playroom, weekend road warrior, living room on wheels, and- wait for it- a stylish vehicle? Since when did stylish and minivan go in the same sentence? When you consider the new 2013 Chrysler Town & Country S, that doesn’t seem so bizarre.
Chrysler has been working on creating a new hip image with its “Imported from Detroit” slogan; its new star-studded advertising is also trying to inject some mojo into its minivan. Chrysler has given the Town & Country S a dose of attitude inside and out with a sport suspension, black chrome grille, a black step pad, 17-inch aluminum wheels with black pockets and blacked-out headlights. Inside, it’s more black-on-black: leather seats with gray contrast stitching, glossy black plastic trim on the instrument panel and steering wheel, a black headliner and a black center console.
So what type of moms and dads would go for a style-cramping, blinged-out, blacked-out minivan? “The Town & Country S will appeal to a younger demographic that needs the functionality of a minivan, but who wants some modern style in their vehicle,” Chrysler spokesman Patrick Hespen said.
The minivan segment could use a jolt, since overall sales are down. Through April, shoppers bought 164,583 new minivans, according to Automotive News, which is down 7.4% versus 2012; and it represents a pretty significant decline in minivan popularity. A year ago, one in 26 new cars sold was a minivan; today it’s one in 30. Shoppers clearly prefer large, three-row crossovers, which outsold minivans by more than 3 to 2 through April. Maybe with this new stylish Town & Country S, shoppers will see the minivan in new and modern light!
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