In the mid-2000s, Chrysler executives wanted to break into the full-size luxury SUV market. They were looking longingly at the Lincoln Navigator and Cadillac Escalade sales figures and decided to create a vehicle that would go head-to-head with those established heavyweights. Confidently, the decision-makers felt that they had the right formula for success and pushed ahead with the Chrysler Aspen SUV. Sadly, circumstances defeated the company’s ambition. Instead, the Aspen became one of the shortest-lived models in the automaker’s history, so what went wrong?
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