AUBURN HILLS, Mich. -

As Chrysler, Jeep and Dodge dealers convened in Orlando, Fla., this week for their first meeting in several years to hear all about Chrysler's plans for a slew of coming new and redesigned models, the automaker's corporate headquarters was also busy working to ramp up the public's excitement.

So, after months of waiting what does Chrysler have up its sleeve to help turn the tide and become a strong, profitable company again?

Chrysler Brand Gets Rejuvenated

Management characterizes this time as a "rejuvenation, with product at the heart of it." As a sign of the change, the automaker launched a new winged-badge logo to be affixed to the new model introductions.

In one big change, the company announced it is rebranding the Sebring for the 2011 model-year as the Chrysler 200.

According to Chrysler management, "With so much change intended for the upcoming 2011 Chrysler 200 (formerly Sebring) sedan, the company was driven to bestow a new nameplate on the car, as it deserves its own space and identity in the midsize sedan segment. The Chrysler 200 will provide drivers a beautifully inspired sedan that doesn't compromise safety or practicality while offering an extraordinary level of standard content, all at a surprising value."

Discussing Chrysler brand as a whole, Olivier Francois, Chrysler brand president and chief executive officer, explained, "What Chrysler brand will be and what will make it unique, is that it will give people beautiful shapes, which would otherwise be out of reach. It will always deliver a bit more than the customer expects. At every turn, Chrysler brand and its vehicles will deliver what people deserve, not just what they expect. It will take appointments – design, technology and engines, to name a few, -that were borne for a few and deliver them to the masses."

He referred to the 2011 Chrysler 300 as an example of what consumers can expect going forward from the automaker.

"This iconic flagship, which has been the most awarded vehicle in automobile industry history, will debut its much anticipated, all-new model later this year," management boasted. "Expect more of the head-turning styling, acclaimed driving dynamics and an even more befitting interior when this vehicle comes to market."

Continuing on, Chrysler brand management also touched upon the Chrysler Town & Country.

So how is the brand management positioning this model? Well, they are definitely talking it up, saying, "First, Chrysler created a segment (luxury) in this hotly contested minivan arena, after having introduced the first minivans U.S. consumers had ever seen some 25 years ago. Next, it refused to rest on its laurels, and upped the ante once again. All the senses will be aroused by the 2011 Chrysler Town & Country minivan.

"It is a beautifully inspired vehicle built with a craftsmanship, elegance and sophistication not found in other minivans. Additionally, the Town & Country provides the safety, security and driving dynamics consumers expect with the innovative technology that keeps Walter P. Chrysler's legacy of engineering innovations alive and well," management highlighted.

In conclusion, management said, "Change is coming at Chrysler brand. The countdown has begun."

Fiat Serves as an Example of Italian Design

Next up, Chrysler management boasted about the coming re-introduction of Fiat to North America, starting with the launch of the Fiat 500 at the end of this year.

Also, dealers are apparently reporting that for those interested in getting on board to sell Fiat models, the automaker has given them until February to have new showrooms finished and ready to go.

Dealers have until the middle of next week to submit their Fiat franchise proposals to the automaker.

"The modern version of the Fiat 500 is the symbol of true Italian design and is a perfect expression of what the world expects of Italian cars," said Laura Soave, head of Fiat brand North America. "The unique character of the Cinquecento, along with class-leasing safety, fuel economy,, quality and a focus to offer a unique experience to our customers, will help us to reestablish the Fiat brand in the North American market."

The North American version of the Fiat 500 will be equipped with Fiat's 1.4 liter, in-line four-cylinder Fully Integrated Robotized Engine featuring the MultiAir system. Officials describe MultiAir as a sophisticated technology that delivers an increase in power up to 10 percent and a reduction in fuel consumption and emissions up to 10 percent when compared to similar engines.

The Fiat 500 will be followed by the Fiat 500C (Cabrio) in 2011.

The company noted that the Fiat 500 has already won 40 international awards, including being named as the 2008 European Car of the Year and the 2009 World Car Design of the Year.

Dodge Embraces Consumers with Active Lifestyles

As for Dodge, its management is comparing new model introductions to a thrill ride, saying that the new ads will have a humorous slant.

From the end of this year to early next year, Dodge plans to launch an all-new Dodge Durango, followed by the all-new Dodge Charger and a significantly redesigned Grand Caravan, Journey, Avenger and Challenger, with two new powertrains. These new products will be added to the Dodge Nitro and Dodge Caliber in dealer showrooms.

"The Dodge brand is on a tear for the 2011 model year, redefining itself with six all-new or significantly redesigned vehicles, introducing new lifestyle packages designed to better meet the needs of its customers, launching catchy new ads that have started conversations in the mainstream media, actively participating in new events and sponsorships and developing relationships with its long-loyal enthusiast base, as well as reaching out to new customers who want cars that leave them wanting more," brand management revealed Tuesday.

More specifically, Ralph Gilles, president and CEO of Dodge car brand, said, "We've spent the last year redefining and building the Dodge brand. Now we're going to show customers what the future of Dodge will look like. At Dodge, we're passionate about driving; we look forward to it. We think a car should have a personality, be powerful and fun. We're going to put that Dodge ‘mojo' into the entire lineup, from compact cars to minivans to SUVs and everything in between."

Gilles went on to say, "We've essentially re-made these vehicles from the ground up. We're powering them with new, fuel-efficient powertrains and new driving dynamics that are tuned to thrill customers who really love to drive. We've also taken a giant leap in improved interior quality. Our customers will have to get inside and behind the wheel to experience the changes. When they do, they'll be able to see the passion that went into designing and engineering these new products. It's the upgrade they always deserved but never expected."

Management said the brand is also working to strengthen relationships with consumers who have active lifestyles through events and sponsorships. These include the Rock ‘n' Roll Marathon Series and the continued support of Dodge Motorsports in the NASCAR Sprint Cup and Nationwide Series, as well as the new Viper Cup racing series.

"Athletes who participate and support the Rock ‘n' Roll marathons and the crowds at NASCAR races love speed, agility and top performance, all core values of the Dodge brand," Gilles pointed out. "These events are great opportunities to get these life enthusiasts into our Dodge cars, show them how well they perform and add to their overall experience. These are excellent avenues to find, reach and connect with new customers."

The brand is also striving to link up with current enthusiasts on social media platforms and establish new relationships.

"Social networking is a great way to hear directly from our customers and engage them in the Dodge lifestyle," Gilles noted. "We opened the lines of communication in 2010, and it was like watching the floodgates open. In just a few months, we surpassed more than 120,000 friends on our Dodge Facebook site alone. We see a huge opportunity to continue the conversation we're having with our fans.

Jeep Patriot Goes Aggressive with Styling

Finally, Jeep also is in the running with a new product, in addition to those already launched this year.

Management talked up the new Jeep Patriot, saying its classic exterior styling and capability are enhanced for 2011 with new front and rear fascias, a body-color grille, and an increased 4×4 ride height. Ride-and-handling is refined courtesy of retuned steering and suspension systems. Interior enhancements round out the new-for-2011 features, and include significantly upgraded touch points.

"Patriot boasts class-leading 4×4 capability and unsurpassed fuel economy, and a host of safety features in a fun and affordable package,  a combination that only Jeep can offer," said Mike Manley, president and CEO of Jeep brand. "For 2011, Jeep Patriot is even more appealing to consumers, thanks to rugged new exterior styling, interior enhancements and refinements to the suspension and steering systems."

The 2011 Jeep Patriot offers exterior highlights that include an "aggressive" new front fascia with standard fog lamps positioned inside the headlamps; a new rear fascia that extends lower than on previous models; a body-color grille; new available 17-inch wheels; four new colors and 4×4 ride height that has been increased by 1 inch.

Interior upgrades for the 2011 Jeep Patriot include new soft touch front-door trim panels with a padded upper surface; new center armrest; a new Jeep steering wheel with integrated controls that allow the driver to operate the radio, cruise control, hands-free phone and other vehicle functions while keeping their hands on the wheel; new cloth interior, with premium cloth bucket seats in the front; standard speed control on all models; new backlighting of door switches, door locks, windows and power mirror controls and standard automatic temperature control on the Latitude X model.

Also, available as a stand-alone option on all models for 2011 is the Uconnect Voice Command with Bluetooth for hands-free calling and music/radio/SIRIUS satellite radio control.

Offered with front-wheel- or four-wheel-drive, Jeep Patriot is available in three configurations — Sport, Latitude and Latitude X.

Built at the Belvidere Assembly Plant in Belvidere, Ill., the new 2011 Jeep Patriot models arrive in Jeep showrooms in the fourth quarter of 2010.

Dealers React

So what do dealers have to say about Chrysler's plans? Click here to hear their first-hand accounts, including what Mike Maroone, chief operating officer and president of AutoNation, thinks.