As value propositions go, the Dodge Avenger midsize sedan is a strong contender -- below the surface.

It's got an unmatched lifetime powertrain limited warranty. Side curtain front and rear air bags, anti-lock front brakes and full power equipment are standard -- as is a theft deterrent system and satellite radio.

Want more? Also standard is air conditioning, power driver's seat, tilt/telescope steering column, adjustable front armrest, aluminum wheels, an instrument panel with a "chill bin" to keep drinks and other things cold. And on and on.

The Avenger is roomy, too. Gas mileage is rated at 19 mpg in the city and 27 on the highway for the 2.7-liter V-6.

What more would anyone want?

Some eye-catching looks and an inviting interior would help. And maybe some more insulating material to keep out sound from the engine and elsewhere.

Sure, the Avenger SXT is a solid car, but its styling and presentation are so plain and uninviting that you might not care about the value proposition underneath.

The interior is a mishmash of colors and design elements. Tacky plastic nameplates embossed into the hard plastic look awful, as do the plastic vents and the ugly rails under the seats. And yes, consumers do notice those kinds of things.

The car is noisy upon acceleration in highway driving and at times even on the street. Handling is at best OK. Owners report that the door locks sound loud -- almost like gunfire -- when engaged. That seems to be a problem with some other Dodge and Chrysler products as well; a Nitro I drove scared the daylights out of me every time the locks activated.

Given the handsome styling of the Dodge Journey, Dodge Challenger, Chrysler minivans, the now-defunct Chrysler Pacifica and the watershed Chrysler 300 and Dodge Charger, I have no clue what happened with the Avenger -- or the new Chrysler Sebring.

I suspect that Dodge was going for the muscled, smooth look of the Charger. But what works on the larger, more streamlined Charger looks awful on the smaller Avenger. The proportions are off, making it look cheap and insubstantial.

Need proof that looks matter? People are snapping up the glitzy Chevy Malibu, Ford Fusion and Nissan Altima and passing over Avenger. Most folks, when they put down their hard-earned dollars on a car, want something that won't embarrass them.

By coincidence, the same week I tested the Avenger, I also had a Hyundai Sonata Limited sedan, which cost only about $1,500 more than the Avenger, which has a base price of $19,520 and cost $22,260, with some options, for the one I drove (you can go higher on more options).

The Hyundai had a richness of interior materials and design elements that was light-years ahead of Avenger. And fit and finish were stellar, too.

All that might explain why Chrysler is in a rush to overhaul both the Sebring and Avenger sedans -- and not a moment too soon. They are in what is arguably the toughest market segment -- family sedans -- and the current models aren't cutting the mustard.

With quality and safety practically a given these days, presentation and styling are now the two biggest factors that auto companies must master if they are to succeed.

Can Chrysler turn this around? You bet. Chrysler is one of the most responsive companies when there's a problem with a product. In addition, it has talented stylists who are willing to push the envelope to get good results.

But if Chrysler wants people to notice its value-laden products, it should make sure the styling and design are up to par, and that noise, vibration and harshness issues are nonexistent. And they've got to do it fast.

Given the competition, there's not a minute to lose.