Until the past few weeks, the Chrysler 300’s marketing strategy has been non-existent for the past several years. However, that was the case a decade ago. When the current body style was launched in late 2010 as a 2011 model year, Chrysler looked to build upon the success of the car’s predecessor (2005 to 2010 models).
In 2012, the timing proved to be perfect, as the Chrysler brand was coming off a huge boost in sales thanks to its clever “Imported From Detroit” marketing blitz from the Chrysler 200. The Chrysler 300 also seized the opportunity, by paying homage to its Motor City roots with the brand releasing two special editions with famed Detroit-born menswear designer, John Varvatos.
Embracing the Chrysler brand’s “blue-collar luxury” mantra, the 300C John Varvatos Limited Edition sedan brought a Detroit-tough luxury attitude to the full-size car segment.
Styled after the Black with Titanium-finished John Varvatos’ cologne bottle, a Titanium-finished grille surround, Titanium Chrome Chrysler “wing” badge, and Black Chrome grille blades mimicked the foundries that made Motor City flourish. For a more striking look, an aggressively styled front fascia integrated larger air inlets and featured Black Chrome grille blades and Titanium-finished accents.
Matching the cologne bottle finish were a set of new 20-inch cast-aluminum wheels, daylight opening surrounds, and mirror caps all finished in Titanium. At the rear, LED taillamps with blackened detail gave a more masculine look, while dual-exhaust tips in titanium, and John Varvatos and Chrysler wing deck-lid badges finished in Titanium Chrome completed the look.
Delivering John Varvatos’ signature style through a unique combination of dark colors and exotic materials, the Chrysler 300C John Varvatos Limited Edition surrounded its passengers with the craftsmanship and an industrious style that could only be described as “Imported from Detroit.”
Inside, John Varvatos’ logos were proudly debossed on unique Pewter Metallic leather seats and were tailored with unique Diesel Gray and Black pattern Varvatos stitching – for a look that was straight out of his fitted-jacket collection. Translated from John Varvatos’ latest watch design were a specially designed gauge cluster and clock with a Pearlescent White face and Charcoal Black Metallic bezels.
Extensive use of exotic Poltrona Frau® Black leather with Diesel Gray accent stitching surrounded the bespoke environment, while a hand-stitched heated steering wheel was finished with Diesel Gray thread and Titanium Chrome accents for added detail.
Completing the Chrysler 300C Varvatos Limited Edition’s interior were Titanium, unique Charcoal Hydrographic Wood, and Gloss Black finished interior accents.
Needless to say, the Chrysler 300C Varvatos Limited Edition was one of the most striking cars to carry the 300 nameplate.
If those who chose the 300C Varvatos Limited Edition was too “trendy”, Chrysler and Varvatos created the Chrysler 300C John Varvatos Luxury Edition to tend to the more premium buyers. As the more grown-up rendition, the Luxury Edition featured exclusive Dark Mocha or Black ultra-premium Poltrona Frau “Foligno” leather and hand-sanded matte wood accents.
A simple John Varvatos badge on the trunk, 20-inch wheels with painted accents (19-inch wheels on all-wheel-drive models), and a Platinum chrome mesh grille gave the 300 less attitude and more glamour.
Under the hood, was either a standard 3.6-liter Pentastar V6 mated to an 8-speed automatic transmission. However, those looking for the more premium touch, opted for the available 5.7-liter HEMI V8 with a 5-speed automatic. Only the Luxury Edition could be outfitted with all-wheel drive, as the Limited Edition was offered strictly as a rear-wheel drive model (that would change in 2014).
Unfortunately, after the 2014 model year, Chrysler never relaunched the Varvatos lineup. The Chrysler 300 lineup would go on in 2015 and receive its final styling update, but no other special edition model would be offered stateside until 2023 with the Chrysler 300C Limited Edition.
Like the 2023 Chrysler 300C Limited Edition, the Chrysler only produced 2,000 units of the 300C Varvatos Limited Edition for 2013.
2013 Chrysler 300C Varvatos Limited Edition Image Gallery: