Chrysler may have invented the minivan, but the company’s position as king of the segment has taken some battering lately. The Chrysler Town & Country sold 84,558 units last year, with the Dodge Caravan good for another 90,666. But the Honda Odyssey again topped both, ringing up 100,133 sales; for good measure, the Toyota Sienna found 84,064 customers of its own last year. Plus, the all-new 2011 Sienna is just hitting dealerships now, with the completely overhauled 2011 Odyssey due before the year is out.

Faced with this kind of competition, Chrysler is taking a page from the General Motors playbook and introducing the “Minivan Pledge.”

Here’s how it works: If you trade in a “competitive” vehicle for a 2010 Chrysler minivan and aren’t happy with your purchase, you can return it within 60 days and get your money back—no questions asked.

It’s a program that’s quite similar to the General Motors “May the Best Car Win” deal, which offered a 60-day money-back guarantee on the General’s entire lineup. Although some criticized the program, it definitely brought a lot of positive attention to GM.

For Chrysler, any good press should help, and it’s hard to argue with the “putting your money where your mouth is” strategy.

You also have to like the fact that Chrysler is aiming this at its minivans. Although they’re top sellers, the company’s own statistics show about two thirds of its minivan customers are repeat buyers. That kind of loyalty is impressive, but long-term success is going to require some new customers. And this new guarantee may help Chrysler acquire some.

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Although Chrysler may not have captured many headlines at recent auto show in LA, Detroit, or Chicago, the automaker is busy developing its all-new lineups with help from its new Italian parent company. Among the vehicles that will not be making the cut when new models begin arriving in showrooms is the Chrysler Sebring.

Chrysler CEO Sergio Marchionne not only hinted about the demise of the Sebring name from the lineup on the floor of the Detroit auto show, but he also hinted about closer ties between future Chrysler models and Fiat’s Lancia brand.

“In Europe, Lancia is an undersize, underdeveloped brand, with nothing bigger than the Delta,” Marchionne said. “Chrysler, which has a true global reach, has nothing smaller. Put them together and you have a full line-up.”

In recent years, the Chrysler Sebring has been relatively unchanged, while the competitive has continued to offer fresher designs and more amenities for the money. Both other domestic brands and import brands have far more competitive offerings in the midsize car segment. While Marchionne intends to change that with the help of a Fiat-sourced platform, it still won’t be making its way to showrooms until 2013.

In addition to more platform sharing and fresh designs, Chrysler is also focusing on brining new engines to the Chrysler, Dodge, and Jeep lineups. With competitors adding engines that produce more horsepower while also earning higher mileage, Chrysler is following suit, but again may find themselves a little late to the game.

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Chrysler’s new management has their work cut out for them. With a brief hiatus before consumers can expect to see all-new models, Chrysler dealers are needless to say in a bit of a bind. But during the National Automobile Dealers Association annual convention, Chrysler executives quelled concerns, and left dealers encouraged by future vehicles and new incentives on existing models.

Dealers were eager to attend the first large meeting with Chrysler’s new management. The overall tone of this meeting focused on committing to the company’s commitment to revive the struggling brand, and avoid recent mistakes such as producing too many poor selling vehicles.

Chrysler, Dodge, and Jeep dealers have had to endure plenty of hardships in recent months. Last year saw plummeting auto sales and widespread dealerships closures. Although Chrysler management was largely successful in keeping dealerships optimistic about the future, dealers nevertheless were not happy about the prolonged wait ahead for new vehicles, which won’t be arriving in showrooms until next year.

Among the vehicles in dire need of a refresh are the Dodge Grand Caravan and Chrysler Town and Country. As the minivan segment heats up with new minivans from Honda and Toyota, Chrysler’s once dominant minivan offerings are quickly falling behind the curve. In addition to modest updates to minivans and other vehicles, the all-new 2011 Jeep Grand Cherokee and Dodge Durango SUVs, as well as the all-new Chrysler 300 and Dodge Charger, are also due soon.

While dealers are aching for new models, Chrysler management has also been aggressively cutting costs, reducing operating costs, and trimming vehicle volumes. The automaker will also be streamlining incentives to make them easier to track.

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There is a new emphasis on style and appearance at Chrysler and I’m not talking about the company’s vehicles.  The automaker recently launched a new way to shop for apparel and accessories.  Ultimately, making it easier for customers to show their enthusiasm for Pentastar products.

Each Chrysler division gets its own unique site and its own unique line of merchandise. The “refined and stately” Chrysler Collection features mahogany humidors, premium writing instruments, leather wine bottle carriers, and much more.  There is an “edgier, urban” vibe at the Dodge Life site.  With hoodies and tees that sport Dodge-related logos.  The Jeep Gear online store offers merchandise that emphasizes the brand’s off-road positioning.  This includes Swiss Army rescue tools, and water-resistant outerwear.  Even, pet accessories, like a collapsible water bowl.  At the Ram Trucks Outfitter, it’s all “work hard, play hard,” with cowhide work gloves, “G-Shock” watches, camouflaged 18-can coolers, and much more.

According to Olivier Francois, president and CEO of the Chrysler brand and head of marketing states, “Chrysler, Dodge, Jeep and Ram Truck Brand vehicles each attract a different customer, and the clothing and accessories offered on the brand sites represent the lifestyle and attitude of that customer. Each brand offers merchandise that is high quality and made of substantial materials. We also offer products from companies that share our passion for substance and style.” Now, if Chrysler could put the same kind of effort and focus into designing its actual vehicles, the company might get somewhere.

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Although Chrysler is trying to make due without any all-new models to display at this year’s Detroit Auto Show, the embattled auto maker is still producing news thanks to developments that are underway in conjunction with its new parent company, Fiat.

While it’s certainly no subtitle for all-new models, Chrysler did announce that a number of new lifestyle-oriented trims will soon be available in an attempt to repackage existing models. This repackaging expanded to numerous vehicles throughout the Chrysler Group lineup including the Jeep Wrangler and Dodge Challenger.

Other news, and perhaps somewhat more substantial, is the announcement of new four-cylinder engines that will soon find their way into Dodge and Chrysler models. Developed with Fiat, these new four-cylinder engines will be aimed at boosting fuel efficiency while still producing competitive power. Chrysler will also produce a 3.6-liter V6 that will be the replacement for six different V6 engines currently used across its lineup in an effort to make production more efficient. The new engine will produce 280 horsepower and 260 lb.-ft of torque and will be seen first in the 2011 Jeep Grand Cherokee.

Mated to a series of new engines will also be an all-new six-speed automatic transmission featuring a dual-clutch. This new transmission is said to increase fuel efficiency by 10 percent and also increase performance. It will soon be employed on Chrysler’s midsize sedans before the end of the year.

Last but not least, Chrysler also reiterated its committed to hybrid and electric vehicle technology. One of the first hybrids to emerge from Chrysler will be a traditional hybrid variant of the Ram 1500 pickup truck. In addition, the automaker will soon be testing hybrid vans and trucks in conjunction with the Energy Dept. and may offer an electric delivery van by 2012. Unfortunately, there are still many details that have yet to be released concerning Chrysler’s EV and hybrid ambitions.

Despite the lack of all-new models, what is apparent during the Detroit Auto Show is that Fiat is working hard to merge its technologies and platforms with Chrysler, while streamlining operations as swiftly as possible.

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While Chrysler will have a relatively quiet presence at the 2010 Detroit Auto Show, the automaker does have news surrounding upcoming engines. Soon a Fiat-derived, fuel efficient four cylinder and a powerful Pentastar V6 will creep into the lineup as aging  powertains become revamped.

In Chrysler’s recently released five-year business plan, which includes a number of technologies and platforms that will be derived from new parent company Fiat, one of the first new additions to Chrysler would be a new range of four cylinder engines. Two 1.4-liter engines will soon be available, including a naturally aspirated engine and a turbocharged engine which will put out 100 horsepower and 170 horsepower respectively. In addition, a 2.4-liter four cylinder will also be offered, putting out 190 horsepower and 175 lb.-ft of torque.

In addition to a wide range of new four cylinder units, a new Pentastar 3.6-liter V6 will also make its debut on the 2011 Jeep Grand Cherokee. This new engine uses Multiair variable valve adjustments, direct injection, and in the future could also feature turbocharging. Naturally aspirated, the 2011 Grand Cherokee will produce 280 horsepower and 260 lb.-ft of torque.

As new engines begin to find their way into Chrysler vehicles, other new technologies we can expect to see soon include a fuel-saving Fiat-sourced six-speed gearbox as wellas hybrid and all-electric vehicles.

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As the Dodge Ram lineup is spun off into its own Ram brand, the tough truck has won the honor of being the Motor Trend Truck of the Year. Motor Trend cited the Dodge Ram Heavy Duty’s ability to not only tackle tasks with relative ease, but also how easy it was on the driver, particularly due to its comfortable and quiet interior.

The Dodge Ram Heavy Duty went up against vehicles such as the Ford F-150 SVT Raptor, Ford Transit Connect, and Toyota Tundra. With its powerful diesel engine and 17,500 lb. towing capacity, the Dodge Ram Heavy Duty successfully addresses the needs of specific truck users, which is important in this segment.

As the Ram becomes its own brand within the Chrysler Group, the Motor Trend Truck of the Year award is a good sign that the new brand is off to a strong start. Since emerging from bankruptcy, Chrysler has been looking to update its aging lineup of products with the help of Fiat, which now owns 20 percent of Chrysler. But with the Dodge Challenger coming out on top of a recent Consumer Reports customer satisfaction survey, combined with this new Motor Trend award, it’s clear that there’s still some life in Chrysler after all.

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Amid the economic challenges that have plagued the Big Three in the past year, Chrysler had halted vehicle leasing. As new car sales declines, the automaker continued to lose money on leasing as vehicle values also plummeted. Last February, vehicle leasing had also been halted for Chrysler employees and retirees, but luckily that has officially been reversed.

Through financial services company GMAC, Chrysler retirees can now lease two 2010 Chrysler, Dodge, Jeep, or Ram vehicles for 36 months between December 9 and June 30. The restored discounted leasing program was detailed in a letter from VP of human resources Nancy Rae, and VP for network development Peter Grady.

Leasing vehicles to the public was halted last year as Chrysler became increasingly strapped for cash. With bankruptcy now behind them, Chrysler can now focus important areas of its business, including their current employees and retirees.

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The new Chrysler Group CEO, Fiat’s Sergio Marchionne, recently outlined a detailed five-year plan to revive the Detroit automaker and return it to profitability. Needless to say, product development will play a huge role in this lofty objective.

By the 2015 model year, nearly 56% of the Chrysler lineup will feature Fiat-sourced platforms. This includes both cars and trucks from within Chrysler, Jeep, Dodge, and the newly spun off Ram brand. Soon Chrysler products will also be sold in Lancia dealerships in Europe. Fiat also wants to see more diesel engines available for Jeep models so that the brand can be more competitive outside of the U.S.

New platforms for Chrysler models include Fiat’s b- and c/d-platforms. These platforms will include a front-wheel drive minivan platform and rear-wheel drive sedan. The ultra compact Fiat 500 is also on its way to the U.S. Aside from Chrysler news, the Alfa Romeo brand will also make its return here before 2014.

See the Chrysler Group product plan infographics below to see how what changes will be coming to Chrysler’s brands.

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Chrysler is considering the option of having a separate heavy duty brand to go along with its Dodge brand.

Officials at Chrysler stated that they are going to brand classes 3-5 chassis Ram trucks separately from Dodge and potentially will expand their commercial vehicle lineup to include class 8 trucks.

Fred Diaz Jr., CEO of Ram, said they are considering offering heavy trucks all the way up to “the 18-wheelers you see out on the road today.”

Also in the works would be a new commercial van that would displace the Dodge Sprinter line. With the current weakened state of the freight economy, it is likely that we won’t see Chrysler trucks on the road for a couple of years or beyond.

This all comes as part of the rebuilding efforts that started with two events: the $7 billion government bailout and the acquisition of 35% of the company by Fiat.