Chrysler CEO Christine Feuell Talks Brand Future and New Models

Chrysler CEO Christine Feuell recently provided updates on the future of the Chrysler and Alfa Romeo brands in North America in an interview with The Detroit News. Feuell, who has been at the helm of Chrysler since 2021, addressed plans to expand Chrysler’s lineup beyond minivans while sharing her early outlook on her new role as Head of Alfa Romeo North America. Here are the key takeaways:

Chrysler’s Comeback: Expanding Beyond Minivans – 

Currently, Chrysler’s lineup is limited to the entry-level Voyager, Pacifica, and Pacifica Hybrid, but Feuell is determined to change that. “We’ve got a refreshed minivan launching in 2026,” Feuell shared. “It will feature the new design themes that will define Chrysler’s portfolio going forward.”

In addition to the updated Pacifica, Chrysler plans to introduce the new C6X crossover and a car segment product. Both will be revealed in 2026. “I do believe strongly that the car segment is ready for a resurgence,” Feuell said, noting that compact cars are gaining traction thanks to affordability and versatility.

Chrysler’s future lineup will draw inspiration from the brand’s Halcyon concept car, showcasing a new design language across all upcoming models. Feuell is confident these moves will strengthen the brand’s relevance and customer appeal.

Targeting a Broader Audience – 

While Chrysler’s Pacifica has primarily been marketed toward families, Feuell highlighted new segments the brand aims to capture. “There’s actually a pretty big second segment in empty nesters and people who don’t have kids at home anymore,” she explained. These customers value the Pacifica for its road-trip versatility.

Additionally, Chrysler is eyeing younger buyers with active lifestyles and pets. “If you’re a mountain biker or a camper, why not consider the minivan? You can fit all your cargo, your bikes, your equipment, and your pets,” Feuell said.

Addressing Brand Survival Rumors – 

Despite persistent rumors about Chrysler’s potential demise under Stellantis, Feuell dismissed them outright. “There has been zero conversation about Chrysler going away, not being invested in, or being sold off,” she confirmed. Feuell also emphasized the brand’s historical importance as it celebrates its 100th anniversary this year. “It’s really important for us to continue that legacy and invest in the brand with relevant products for not just the customers we’re selling to today but the customers of the future.”

Alfa Romeo: A New Challenge – 

Feuell recently took on the added responsibility of overseeing Alfa Romeo in North America. Though she has only been in the role for three weeks, she’s optimistic about the brand’s growth potential. “It’s an amazing brand with an incredible legacy and history,” she said.

Dealers and customers have already expressed their enthusiasm for her leadership. “I got so many wonderful welcome messages from dealers and customers saying, ‘Please save this brand, reconnect with us, make it relevant again.’”

In the near term, Feuell plans to focus on improving dealer profitability and launching buzz-worthy models like the Alfa Romeo Intensa. Looking ahead, new Alfa Romeo products are also expected in 2026, further solidifying the brand’s North American presence.