(autoinsidernews) - The Chrysler Group has decided to pass on building a production version of its Firepower Concept that debuted at the 2005 North American International Auto Show. Despite the positive reaction from enthusiasts, the automaker couldn't make a business case for the car.
We're not doing Firepower, Trevor Creed, senior vice president-design, told Ward's Auto. We just couldn't find a viable way to do it.
One reason for the decision is Chrysler's poor performance for 2006. With bloated inventories and huge losses, the automaker is refocused on profitability. The automaker said no product will enter the pipeline unless there is a realistic profit potential. Since the Firepower was designed from the ground up and didn't share an existing architecture, it would have to be priced about the same as the Viper, reports Trend.
Chrysler is still considering production plans for the Chrysler Imperial Concept that debuted last year. Chrysler has said it would make a decision on production by the end of the year. President and CEO Tom LaSorda said the automaker probably won't make the deadline, but assured that production still is being considered.