The Minivan Formula From Chrysler

AUBURN HILLS, Mich., November 10 -- - Garageable

- Designed From The Inside Out

Coca-Cola has the soft drink formula. Chrysler Group has the minivan formula.

"Twenty years ago, we created the minivan formula and we've been enhancing it ever since," said Mike Donoughe, Vice President, Family Vehicle Product Team, Chrysler Group. "I can assure you that we're not done. We have more ingredients and even more minivan-first features up our sleeves."

Chrysler Group product planners set out to create a new segment by improving upon an earlier product success formula -- its full-size Dodge Ram passenger van.

In the late 1970s, Chrysler Group dominated the full-size van segment by offering car-like conveniences such as power windows, power locks, power seats, rear window defrosters, and sophisticated audio systems. By simply offering more car-like amenities in a smaller version of its van, planners envisioned creating a segment that would compete with the station wagon without cannibalizing Dodge van sales.

"Full-size vans wouldn't fit into a standard garage, so we knew that we had to make our new van garageable," said Donoughe. "In addition to garageability, we knew we had to design the minivan from the inside out. A focus on clever interior packaging and thoughtful interior features was important in developing this new segment."

By making the vehicle front-wheel drive, designers could ensure a low, flat floor, which allowed for easy entry and exit, as well as space for chair- high seating.

To ensure a passenger-friendly minivan, Chrysler designed a slide-siding passenger door that opened 30 inches, the size of a standard home door opening. Other requirements included a flat floor and 48 inches between wheel wells to fit a standard 4' x 8' sheet of plywood and allow seating for three abreast.

Chrysler Group's first minivan program cost US$700 million (U.S.) -- a small price for a "magic wagon" that would forever change the mode of family transportation.

Twenty years later, Chrysler Group's "inside out" formula is still the standard by which other minivans are measured. But it's the entire package that has put Chrysler and Dodge minivans at the forefront of the market, with each new generation.

"Today, it's not only about garageability and interior space," said Donoughe. "You have to have outstanding design, innovation, and excellent reliability in order to keep minivan fans coming back for more. Minivan after minivan, the Chrysler Group has done that. That's why, even 20 years after inventing the segment, we continue to attract approximately 38 percent of the people who buy minivans, the highest market share in the industry."