Chrysler CEO Takes Future As Brand Turns 100

Chrysler CEO Takes Future As Brand Turns 100​

Christine Feuell Outlines Chrysler’s Roadmap In Milestone Year​

As Chrysler approaches its historic 100th birthday, speculation about the future of the brand continues to swirl. But according to Chrysler CEO Christine Feuell, there’s no need to worry.

In an interview with the Detroit Free Press, Feuell pushed back on constant rumors that the iconic American brand could be on the chopping block under Stellantis, the company that formed in 2021 after the merger of Fiat Chrysler Automobiles (FCA) and France’s PSA Group.

Chrysler CEO Takes Future As Brand Turns 100

Chrysler CEO Christine Feuell reassures fans about the brand's future as it celebrates its 100th anniversary in a recent interview.

moparinsiders.com

 

[bill burke]

Promises, promises, I and many others have had enough. I have little confidence in Feuell and she has done, other than her occasional surfacing for a photo and pep talk, little to change my opinion. It’s just so sad to watch these tired dog and pony shows when the dog has fleas and the pony is lame. Time to shake things up and get a new show with something substantial other than promises, like perhaps a magician this time pulling a something more than a rabbit out of an old silk hat. Yup, right now Chrysler needs some magic and a new show badly.
Smoke, mirrors and sleight of hand just won’t cut it anymore. Neither will more empty promises from the same show personalty..
Has anyone seen my hat around here? Maybe the pony ate it.

 

[Mike201]

I agree with Bill. This whole thing with Chrysler is ridiculous. They keep saying Chrysler is going nowhere but yet nothing‘s happening. First it’s 2024, then 2025, then 2026 now 2027! They need to do it sooner rather than later. Bill, the one thing you said that really made me laugh, is you said you have very little confidence in what she has done so far. Funny thing is she hasn’t done anything! Time for CHRISTINE to go and get somebody in there that wants to do something now not in 2 to 3 years.

 

[BWS1]

I call BS. At this point the only reason I can see that she keeps popping up with these statements is to continue drawing her salary. Let our beloved brand go away in peace and dignity

 

[AlexB]

I agree with Bill. This whole thing with Chrysler is ridiculous. They keep saying Chrysler is going nowhere but yet nothing‘s happening. First it’s 2024, then 2025, then 2026 now 2027! They need to do it sooner rather than later. Bill, the one thing you said that really made me laugh, is you said you have very little confidence in what she has done so far. Funny thing is she hasn’t done anything! Time for CHRISTINE to go and get somebody in there that wants to do something now not in 2 to 3 years.

Chrysler isn't most important brand...RAM,Jeep and getting manufacturing going is priorities.
Chrysler won't get new model until the next Compass to gain a sister follow by Pacifica redesign.

 

[logozz43]

Promises, promises, I and many others have had enough. I have little confidence in Feuell and she has done, other than her occasional surfacing for a photo and pep talk, little to change my opinion. It’s just so sad to watch these tired dog and pony shows when the dog has fleas and the pony is lame. Time to shake things up and get a new show with something substantial other than promises, like perhaps a magician this time pulling a something more than a rabbit out of an old silk hat. Yup, right now Chrysler needs some magic and a new show badly.
Smoke, mirrors and sleight of hand just won’t cut it anymore. Neither will more empty promises from the same show personalty..
Has anyone seen my hat around here? Maybe the pony ate it.

 

[logozz43]

I don't think there's any coming back from this, no new products, and if there is any is way overpriced, back 2015 they had some momentum across multiple brands, but went stagnant, now they talking about re releasing a 20 year old Hemi while others are investing billions into new engines, Chrysler is toast, the sooner we all realise it the better.

 

[vbondjr1]

I'm not sure what the CEO's or people inside of Stellantis do or see or what they really have planned. I will say it's hard for us out here as enthusiasts to see smiling faces while watching something we love appear to be sinking. The brass pull on our heartstrings when they use words like "heritage" and "history" because most of us who are enthusiasts of the Mopar brands are extremely passionate about the nostalgia of the brands we love.
I grew up in the 90's with Chrysler vehicles like the Lebaron, the glorious 300M, the LHS, the Concorde, the Sebring (before it became the 200), the Town and Country and others. Chrysler needs to go back to offering a full lineup of vehicles, all on the STLA large platform

 

[redriderbob]

Feuell should shut everyone up by showing their new crossover over on the 6th. Releases some teasers, even if it is a year out, show SOMETHING, ANYTHING to show people their is something going on.

 

[TripleT]

Chrysler niche as luxury domestic Sedans ... DIED... especially when Dumbler made it Plymouth. Aside, from this time the 90s Chrysler for the most part was a fancy version more mainstream brands like Maxwell, Plymouth, Desoto, Dodge, hell one was even a Eagle.

Look at what Vbon pointed at... All just Equipment levels of other branded care .. Labaron - Aries or Lancer depending on the year, 300M - the was a Eagle. PT Cruiser - Plymouth, Concorde - Intrepid... Town and Country -Voyager or Caravan. Sebring -Stratus or Avenger.... The 300 was sell less per dealer the Fiat 500 which was under 2

PLEASE this doesn't mean I don't like Chrysler .... it just mean we have to realistic. It not Monopoly money. Nostalgia is not a ROI. All cars are well equipped these days. Slapping Wire wheels, overstuffed seats, chrome grill, and landau roof appeals to no one in the vast market these days.

They need to find profitable niche in NA. Pretending the Chrysler was something it not doesn't help is just fan fiction.

I'd suggest high tech, high comfort, People movers.

 

[redriderbob]

I'd buy another Chrysler sedan if one came back onto the market (as long as it doesn't look like the Halcyon).

 

[TripleT]

View attachment 11498

I'd buy another Chrysler sedan if one came back onto the market (as long as it doesn't look like the Halcyon).

We just need another clone a 100K Rderiderbob's and we would have a ROI... We would have a 300 already had the Lincoln not fallen on it face. Instead Lincoln is extremely successful where Jeep take up of the brand space.

 

[redriderbob]

No, the Stellantis needs to figure out its pricing structure... every brand is still over priced compared to the competition. But I would love to see something based on the new LB. I will admit, I am a diehard Chrysler fan boy and nobody wants to see Chrysler succeed more than I do. But they need to go back to where they were in 2007. Expand the lineup. Make it blue collar (affordable) luxury again. Dump the Voyager/Grand Caravan and send those to Dodge. Make the Pacifica sporty yet classy. A new 300, New Yorker, Imperial or whatever then call it, needs to follow the LX formula. Be slightly about the LB in price and add more standard features to justify the cost. There is no reason why the LBs can't have a Hurricane4 or Pentastar under the hood at be around $32,000 to $35,000 USD starting. As for crossovers, follow the move by Buick. Buick's lineup is kind of stale, however, they have some well-equipped and affordable crossovers they are appealing, its just that they are Buicks.

 

[TripleT]

Just a reminder that Buick is supported by a certain foreign maket.... But I like idea... Tall Cars, well equipped. Not Jeep...Not Dodge.

Like I have been explaining Cost structure is horrible as the Utilization is a disaster. Launches are a disaster. They have to get utilization up, cash flow up and it get easier to adjust pricing, and fund other vehicles.

It hard to justify a direct 300 replacement when 300 was selling so poorly, and Lincoln failed. I agree that a more conservative styled LB with Hurricane 4 especially if as a Hybrid. I would think that would be desirable... Enough? to ROI?

 

[AlexB]

I don't think there's any coming back from this, no new products, and if there is any is way overpriced, back 2015 they had some momentum across multiple brands, but went stagnant, now they talking about re releasing a 20 year old Hemi while others are investing billions into new engines, Chrysler is toast, the sooner we all realise it the better.

Subprime products axed in 2015 strategy ain't coming back..

 

[AlexB]

No, the Stellantis needs to figure out its pricing structure... every brand is still over priced compared to the competition. But I would love to see something based on the new LB. I will admit, I am a diehard Chrysler fan boy and nobody wants to see Chrysler succeed more than I do. But they need to go back to where they were in 2007. Expand the lineup. Make it blue collar (affordable) luxury again. Dump the Voyager/Grand Caravan and send those to Dodge. Make the Pacifica sporty yet classy. A new 300, New Yorker, Imperial or whatever then call it, needs to follow the LX formula. Be slightly about the LB in price and add more standard features to justify the cost. There is no reason why the LBs can't have a Hurricane4 or Pentastar under the hood at be around $32,000 to $35,000 USD starting. As for crossovers, follow the move by Buick. Buick's lineup is kind of stale, however, they have some well-equipped and affordable crossovers they are appealing, its just that they are Buicks.

At one point yes, but RAM and Jeep are simply in-line with Ford.
But the improvement is they no longer transacting prices below Ford.
Return to "2007 lineup" ain't gonna (40% Rental sales) ... 2007 lineup failed.
On the hand Doug, last (same fireside chat) mentioned the Board and Antonio have an understanding 8% percent Global margins gives Stellantis a wide model range using with more marketplace relevance .
So I expect "Sisters" to Cherokee(Dodge)/Compass(Chrysler)(high U.S. content to reduce Tariff cost).

 

[patfromigh]

Return to "2007 lineup" ain't gonna (40% Rental sales)

Stellantis will have a hard time selling to the rental agencies. The Wagoneer turned into a fleet queen and was unreliable enough with multiple system failures that it dragged down all the Stallentis products.

 

[james.mooney.]

But I like idea... Tall Cars, well equipped. Not Jeep...Not Dodge.

I'd suggest high tech, high comfort, People movers.

I think you are onto something, and Chrysler has hinted that this is a direction they've been considering with concepts like the Portal and as far back as 2008 with the ecoVoyager.

Like Ram is a truck brand (with a couple of vans) and Jeep is a UV brand (with a pickup), Chrysler could lean into their reputation as a minivan-builder and become an MPV brand.

(Line-up ideas: STLA Small B-segment tall hatchback like the Fiat 500L, Kia Soul, and Mini Cooper; STLA Medium C-segment mini-minivan like the Portal Concept and Mazda 5; STLA Large D-segment 7-passenger tall CUV [filling the void left by the Dodge Journey]; STLA Large E-segment Voyager and Pacifica minivans; and STLA Frame F-segment people-mover SUV based on the Wagoneer.)

 

[vbondjr1]

A valid point was brought up earlier about how Chrysler has truly been a sort of "tag-along" brand of rebadged other cars with a bit of added fluff and not really having its own niche and that trend of Chrysler being this sort of tag along fluff brand dating back well into the early 90s and in fact, the late '80s. While my statement gave Chrysler a bit of praise for certain models, mainly the 300M, the fact does remain that they were basically just fluffed up Dodge vehicles. I've made remarks on articles about repurposing the brands for different things but the real question remains would it be worth it? Is it cost effective to have Chrysler continue when Jeep has truly taken over most of the Mopar luxury market and what's left of that has been consumed by some of the Ram pickup trucks with their Limited trim lines. As it stands, Chrysler's real niche is that they make the only American minivan and there is really nothing that is stopping Stellantis from bringing back the original Minivan, the Caravan, on the STLA Large platform and calling it a day, putting the final nail in the coffin for the Chrysler brand. Jeep's Grand Cherokee, Wagoneer S and the full size Wagoneers have way more luxury than any Chrysler ever produced and so does a Ram Limited. A Hellcat Charger could match or surpass the luxury found in a Chrysler 300 because they were the same car just about. A hellcat is more performance oriented so the ride is a big different but the interior with the leather dash and leather and alcantara in the Hellcat is just as luxurious if not more luxurious than a 300. Outside of the nostalgia and history of the Chrysler brand, what really is it that would keep Stellantis from saying,


"You know what, guys? Let's bring back the Grand Caravan under the Dodge umbrella on the STLA large frame, make it RWD based with AWD standard with a 2.0L Hybrid setup and if we want luxury we can easily just add a Citadel trim to the Minivan like what we already do with the Durango. Not only will it let the spirit of the Turbo Caravan live on but we can make money off of this and bring up the Dodge lineup at the same time. While we're at people want a more luxurious car as well. We already have the Charger as our performance car, let's take this same STLA Large platform, bring out a sexy, mid-size 4-door similar to what Toyota did with the Avalon with ample room in the back but make it all-wheel drive with a transverse mounted 305hp 3.6L up front mated to a 9-speed automatic and a rear EDM in the back so that the car has a flat floor for more leg room for five people. We can give the car a lot of trunk space as well with the same hatchback system that the Charger has where it's hidden in the body lines, give it a luxury Citadel trim and call it the Dodge Polara." The answer to that is nothing.

Don't get me wrong, Chrysler is great for just holding on to the Nostalgia, but business-wise. It may be smarter to just have Dodge, Jeep & Ram take over as the Stellantis Mopar brands. Had more points but its 12:49am and I have a double shift today so I'm going to sleep. Catch ya'll on the next chat

 

[patfromigh]

It doesn't make good business sense to have a domestic van on a unique platform which is not shared with any other corporate vehicle. Stellantis is the global leader in light commercial vehicles (LCV). We call them vans around here. The Stellantis vans come in three sizes, the Ram ProMaster is built on the largest size. The medium size platform is what the old Fiat Doblo / Ram ProMaster City was built on, but there has since been a total upgrade and the Fiat Scudo now sits on the medium platform. The next ProMaster City will use the medium platform. The Fiat Doblo now sits on small platform.

If I ran the circus, I would replace the Pacifica minivan with something built on the medium platform in North America. All the Stellantis brands In Europe offer a premium passenger version of their respective LCVs. Fiat calls their passenger version of the Scudo van the Ulysse. There could be a premium passenger van for Chrysler and the Ram Promaster City.

I don't know if there would be enough sales volume to justify building the small vans here for our market. The small van platform is different from the Smart Platform. I don't know how different. The shortest Doblo passenger would make a great entry level Chrysler. The commercial version could be an entry level Ram.