Chrysler Heir Criticizes Stellantis’ Rejection of Brand Sale

Rhodes Disappointed by Stellantis' Indirect Response To His Chrysler-Dodge Proposal...

Robert S. Miller August 30, 2024

Frank Rhodes with his Chrysler 300S AWD.

Frank B. Rhodes, Jr., the great-grandson of Chrysler Corporation founder Walter P. Chrysler, made headlines by proposing a bold plan to revitalize the Chrysler and Dodge brands. His detailed proposal, submitted to Stellantis CEO Carlos Tavares, highlighted a vision that balances tradition with innovation, aimed at securing the future of these iconic American brands.

Frank Rhodes, Jr. with his 1926 Chrysler E80 and his Great-Grandfather toolbox.

Stellantis, an automaker formed by the merger of Fiat Chrysler Automobiles (FCA) and PSA Group, responded to Rhodes’ proposal with a firm statement, emphasizing its commitment to its extensive portfolio of brands. In their response, Stellantis stated, “Stellantis acknowledges the interest in its North American brands and reaffirms the Company’s commitment to its entire portfolio of 14 powerful, iconic brands, which were each given a 10-year timeframe to build a profitable and sustainable business. Like the Jeep® and Ram brands, Chrysler and Dodge are at the forefront of Stellantis’ transformation to clean mobility, benefitting from the Group’s cutting-edge technology and scale. The Company is not pursuing splitting off any of its brands.”

Rhodes, however, was less than pleased with the way the response was communicated. In a statement provided to the media, he expressed his disappointment: “I was greatly disappointed to learn that Stellantis issued some kind of response to my proposal. Since I sent the proposal to Carlos Tavares and Christine Feuell, I expected the courtesy of their reply to come directly to me. Instead, I have learned about their comments from my media friends. I hope that in the future, we will have direct communications, or at least copied.”

Stellantis CEO, Carlos Tavares and the Chrysler Airflow.

The future direction of Chrysler and Dodge remains a topic of significant interest, particularly as the automotive industry shifts toward new forms of propulsion. Rhodes’ proposal, which emphasizes the importance of preserving the unique identity of these brands, has sparked discussions about how best to navigate the balance between tradition and innovation in a rapidly evolving market.

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H Hemi_Dart Aug 22, 2024 #1

Where are the MAX Wedge & Mini MAX V8s? I've had Mercedes, Audi, Ford twin turbo vehicles and they all Suck so no comments about the Hurricane. A high compression V8 is far superior to a little 6 cyl with low comp and boost for instant power, no contest.

The Pacifica is the only Chrysler vehicle to have real design time in the last 20 years. CDJR: The N.A. V8s haven't had any technology updates in over 15 years. I've been a Mechanical Design Engineer for 25 years and have seen very few in upper management that can lead well. Stellantis & UAW leadership are typical modern jokes of an organization. Gutting companies, massive bonuses, and nothing being developed. The FCA Italy, Fat Cats, & BEVs got all the money and nothing to show for it now.

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W WidebodyWally Aug 22, 2024 #2

This is a fantastic letter.

What are the next steps? How do we get involved and help?

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J Jeeprt Aug 23, 2024 #3

I hope and pray you are successful. Been a diehard Mopar guy since the late seventies, but my last purchase (2024) was a GM product. Stellantis has aggravated me no end and the current product is lacking, while the prices have become absurd. They still have no clue when it comes to the American market. Ignorant bastards !

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twin Aug 23, 2024 #4

This is a fantastic letter.

What are the next steps? How do we get involved and help?

I would like to help as well

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C Chrysler fan Aug 23, 2024 #5

If the Chrysler brand is in immediate need of new product (it is) you could start by taking the existing Jeep Wagoneer, give it some flash and sizzle, and then rebadge it as the new Imperial. Then set its base price below Escalade and Navigator to both generate interest and make it a good value proposition. The (currently overpriced) premium Jeep Grand Wagoneer is more a GMC Yukon Denali rival and should be treated as such. (As a side note, the regular Wagoneer's inflated base MSRP should also be more in line with Tahoe/Expedition).

As for the now defunct 300 the only way I'd greenlight a new model based on the upcoming 2025 Charger is if it had suicide doors standard. Sure they'd be a gimmick, but with car sales currently moribund the only way a product in this dying segment could have realistic shot at success is if its design were truly out-of-the-box unique. For the cherry on top make its base price below 50k, making it into a true poor man's Rolls Royce. (Only stumbling block I can see design wise for suicide doors is that you need to have seems between the doors and rear fenders that are virtually straight for them to function (look at current Rolls Royces and previous Continentals for reference). That would probably necessitate a wheelbase stretch, costing time and money.

In the early 2000s Chrysler was very successful at being a purveyor of unique vehicles with products like the PT Cruiser and 300 and they should consider returning to that formula.

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