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OPINION: The Chrysler Brand’s Pathway To An Electrified Future!

OPINION: The Chrysler Brand’s Pathway To An Electrified Future!​

Is The Iconic American Brand Safe? It Looks So...​


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My Great-Grandfather was Walter P. Chrysler. For the past 45 years, my goal has been to save the brand as the former Chrysler Corporation was slowly reduced in brands and subsidiaries. Thankfully, Stellantis CEO Carlos Tavares has provided new life to the brand, and the current Chrysler boss, Chris Feuell, in my opinion, has what it takes to move Chrysler to a new frontier.

 

cgseller

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Very interesting read and insights. In many sense political landscape has driven a lot of the electric vehicle movement, driven by some of the political consitituents. The risk is not that it is driven by political, but rather, it is polarized and subject to massive swings. How can you strategize in that kind of landscape? If you take it beyond party, it comes down to the question of invest now at a cost for future returns, or invest later with current returns (savings).

How can as a country or society, do what Apple did an invest now AND later? SLTA large is an example, supports BEV and ICE. The long lead time in vehicle to market adds even more complexity to that equation.

In America, most decisions are based on $$, and so if left up to disposable-minded consumers alone the race to the bottom will ensue .... The art is in the balance, and that is called Leadership.
 

bill burke

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Not too inspired by the concept Airflow, looks a bit dull and cookie cutter in an emerging sea of electric offerings. Believe all electric brands will fail miserably and quickly by decade’s end certainly. Hope Chrysler returns a sedan, an SUV and some kind of sporty halo car. ICE an absolute must and a saving necessity. Poor Citroen seems to be reinventing with the same theme, new logo a boring thing, let’s hope Chrysler takes different route to salvation and prosperity. What I see, as I said initially, just not inspirational. So far a real yawn for a once ground breaking, exciting, near luxury brand. Don’t flatline with this politically driven all-electrics fantasy and get Chrysler back to being a Chrysler.
 

AlexB

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Not too inspired by the concept Airflow, looks a bit dull and cookie cutter in an emerging sea of electric offerings. Believe all electric brands will fail miserably and quickly by decade’s end certainly. Hope Chrysler returns a sedan, an SUV and some kind of sporty halo car. ICE an absolute must and a saving necessity. Poor Citroen seems to be reinventing with the same theme, new logo a boring thing, let’s hope Chrysler takes different route to salvation and prosperity. What I see, as I said initially, just not inspirational. So far a real yawn for a once ground breaking, exciting, near luxury brand. Don’t flatline with this politically driven all-electrics fantasy and get Chrysler back to being a Chrysler.
Then John will kill Chrysler in the 2030’s .
 

patfromigh

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When FCA was running the show they acquitted themselves well with the PHEV Ram pickup project, the USPS battery electric proposal, the advances in grid connectivity for EV charging, and the compliance car service network for the Fiat 500e. The media narrative has always been FCA is run by a bunch of Luddites who hate electrification. The truth is Sergio Marchionne hated losing money on unprofitable products. I forgot to mention the PHEV minivans, Jeep Wranglers and Grand Cherokees. It sounds like those Luddites had a busy decade at the helm.

The Chrysler Airflow is following the correct formula for styling, design and execution. It is allowed to look like other vehicles, if it is nearly half the price of those vehicles it looks like. Battery electric vehicles as a panacea will be a big failure, but some products will shine.
 

TripleT

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Tavares “electrification is a technology chosen by politicians, not by the industry.”

Which is unfortunate but regardless it has been Chosen, and with several high population state that have or will ban ICE vehicles altogether this has to be the way forward until there is enough pushback to rescind the mandates.

It is a appropriate way to relaunch what was married to the diminishing markets Car and Minivan focused company, Stylish Tech focused company.
 

bill burke

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I expected more feedback on this topic. Removing the Chrysler bias I admittedly hold, the stakes here are much higher. The rush to electrification may have some augment exercising purpose “ on paper” but realistically even the most ardent advocate of this green movement must seek out reality in this politically driven process. All electric is beyond risky for any brand and dooms day legislation by hyper left leaning government officials seeking power and control as the end game is frankly verging on insanity and will surely launch a popular revolt that clear minds know will never make the “all electric by mandate” coercion become fact or ever succeed. Folks and industrial capacity just won’t have it. As outlawed ICE cars from these states are forced somehow by the “car police” off the roads they will migrate to third world markets and continue their polluting ways. Just moving the chess pieces on the playing board guys. Note, to extract these rare earth elements from the ground will take thousands of gas powered earth moving equipment and surely destroy the landscapes that these zealots claim to protect. A move to authoritarianism might get folks upset, you think? Adam Smith’s invisible hand must not be dismissed.
The reality of it all is endless, the green agenda a fools mission and car companies that follow that mission will fold like wet paper dolls into bankruptcy.
As for Chrysler, do as Opel is doing, create an electric sub brand, go slow and small and inject reality into your thinking and plans. To do less is to doom the brand. Electric has a future in a world of market driven options, not legislative mandates. All electric, when reality finally sets in, will be seen for what it is, a politically driven smoke screen embraced by emotion not intellect and although based on a legitimate goal, realistically, factually, free enterprise based, using the the guide posts of capacity, market forces and free democratic government will hopefully avoid the disaster for those who succumb to mass hysteria and a below the radar hidden political agenda. That’s realty guys. Chrysler take warning. So much is at stake.
 
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AlexB

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I expected more feedback on this topic. Removing the Chrysler bias I admittedly hold, the stakes here are much higher. The rush to electrification may have some augment exercising purpose “ on paper” but realistically even the most ardent advocate of this green movement must seek out reality in this politically driven process. All electric is beyond risky for any brand and dooms day legislation by hyper left leaning government officials seeking power and control as the end game is frankly verging on insanity and will surely launch a popular revolt that clear minds know will never make the “all electric by mandate” coercion become fact or ever succeed. Folks and industrial capacity just won’t have it. As outlawed ICE cars from these states are forced somehow by the “car police” off the roads they will migrate to third world markets and continue their polluting ways. Just moving the chess pieces on the playing board guys. Note, to extract these rare earth elements from the ground will take thousands of gas powered earth moving equipment and surely destroy the landscapes that these zealots claim to protect. A move to authoritarianism might get folks upset, you think? Adam Smith’s invisible hand must not be dismissed.
The reality of it all is endless, the green agenda a fools mission and car companies that follow that mission will fold like wet paper dolls into bankruptcy.
As for Chrysler, do as Opel is doing, create an electric sub brand, go slow and small and inject reality into your thinking and plans. To do less is to doom the brand. Electric has a future in a world of market driven options, not legislative mandates. All electric, when reality finally sets in, will be seen for what it is, a politically driven smoke screen embraced by emotion not intellect and although based on a legitimate goal, realistically, factually, free enterprise based, using the the guide posts of capacity, market forces and free democratic government will hopefully avoid the disaster for those who succumb to mass hysteria and a below the radar hidden political agenda. That’s realty guys. Chrysler take warning. So much is at stake.
By 2028 Opel will be all EV, the Company presentations since last year have stated.
 

bill burke

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By 2028 Opel will be all EV, the Company presentations since last year have stated.
See current Opel news on sub brand strategy. Not totally condemning electric, just the pace and one size fits all use adoption, ignoring market and infrastructure realities. Point being, Chrysler must move narrowly, slowly and consider market forces and offer diversity in power for years to come. I do state clearly, all electric, near term, is a disaster awaiting those who ignore the realities of the market.
 

TripleT

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By 2028 Opel will be all EV, the Company presentations since last year have stated.
I not sure why some people are willing to write War and Peace in opposition but not take time to comprehend that, No the market is not making the decision. Regulators are, the company either complies or it sacrifices all market share in several parts of the world and many of the most populated states in the USA.

Unless it is nothing more that cathartic, it does nothing to lobby Management or the other people of this forum. The only real recourse it to Lobby the regulators, but pretty sure they aren't listening. The Pendulum will have to swing back for there to be change. When people can't drive there vehicles because there ESG score has dropped to low, it will swing back.

Right now it is Chryslers best way forward as cars are dying market and Minivans are shrinking. They can always install a ICE powertrain, PHEV when it does swing back. For now there is NO CHOICE
 

AlexB

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See current Opel news on sub brand strategy. Not totally condemning electric, just the pace and one size fits all use adoption, ignoring market and infrastructure realities. Point being, Chrysler must move narrowly, slowly and consider market forces and offer diversity in power for years to come. I do state clearly, all electric, near term, is a disaster awaiting those who ignore the realities of the market.
Again sub-brand is for the medium term.
By 2028
Chrysler
Alfa Romeo
FIAT Europe
DS
Opel
Will all be BEV.
 

bill burke

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When FCA was running the show they acquitted themselves well with the PHEV Ram pickup project, the USPS battery electric proposal, the advances in grid connectivity for EV charging, and the compliance car service network for the Fiat 500e. The media narrative has always been FCA is run by a bunch of Luddites who hate electrification. The truth is Sergio Marchionne hated losing money on unprofitable products. I forgot to mention the PHEV minivans, Jeep Wranglers and Grand Cherokees. It sounds like those Luddites had a busy decade at the helm.

The Chrysler Airflow is following the correct formula for styling, design and execution. It is allowed to look like other vehicles, if it is nearly half the price of those vehicles it looks like. Battery electric vehicles as a panacea will be a big failure, but some products will shine.
Just highly subjective personal opinion on Airflow. Want to love it, but my excitement meter just not moving. Too traditionalist perhaps, but I don’t see Chrysler in design and too much cookie cutter in current execution. Yes we need a new Chrysler, but a Chrysler it must be. Could be a nip and tug or a grill that shouts “ I’m a Chrysler”, but what I see, besides an emblem could be anything from anyone. On the right course but needing some tacking and correction.
 

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I not sure why some people are willing to write War and Peace in opposition but not take time to comprehend that, No the market is not making the decision. Regulators are, the company either complies or it sacrifices all market share in several parts of the world and many of the most populated states in the USA.

Unless it is nothing more that cathartic, it does nothing to lobby Management or the other people of this forum. The only real recourse it to Lobby the regulators, but pretty sure they aren't listening. The Pendulum will have to swing back for there to be change. When people can't drive there vehicles because there ESG score has dropped to low, it will swing back.

Right now it is Chryslers best way forward as cars are dying market and Minivans are shrinking. They can always install a ICE powertrain, PHEV when it does swing back. For now there is NO CHOICE
Buick, too:
 

bill burke

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I not sure why some people are willing to write War and Peace in opposition but not take time to comprehend that, No the market is not making the decision. Regulators are, the company either complies or it sacrifices all market share in several parts of the world and many of the most populated states in the USA.

Unless it is nothing more that cathartic, it does nothing to lobby Management or the other people of this forum. The only real recourse it to Lobby the regulators, but pretty sure they aren't listening. The Pendulum will have to swing back for there to be change. When people can't drive there vehicles because there ESG score has dropped to low, it will swing back.

Right now it is Chryslers best way forward as cars are dying market and Minivans are shrinking. They can always install a ICE powertrain, PHEV when it does swing back. For now there is NO CHOICE
Sure there is, it’s the people. These current governments will eventually be voted out by the people, check Sweden and Italy, and management will comply with a higher order. Triple, you should know better, the people will rule on this and my appeal, though wide based, but for fairness sake, clearly focused on “ We the people”. Not War and Peace, which I started but never finished, but the Declaration of Independence, which should be read often. The real challenge here is listening to the common folks, not compliance to demigods.
 

AlexB

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Sure there is, it’s the people. These current governments will eventually be voted out by the people, check Sweden and Italy, and management will comply with a higher order. Triple, you should know better, the people will rule on this and my appeal, though wide based, but for fairness sake, clearly focused on “ We the people”. Not War and Peace, which I started but never finished, but the Declaration of Independence, which should be read often. The real challenge here is listening to the common folks, not compliance to demigods.
But as an automaker & publicly traded company, Stellantis can’t ignore “compliance”.
 

TripleT

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Buick, too:
That one is easy, without China, Buick is DONE, so...... at least the Chinese will do hydro and coal to power the cars, and they very much like the idea of controlling when and where people can travel.
 

TripleT

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Sure there is, it’s the people. These current governments will eventually be voted out by the people, check Sweden and Italy, and management will comply with a higher order. Triple, you should know better, the people will rule on this and my appeal, though wide based, but for fairness sake, clearly focused on “ We the people”. Not War and Peace, which I started but never finished, but the Declaration of Independence, which should be read often. The real challenge here is listening to the common folks, not compliance to demigods.
Surrendering by going out of business isn't showing anyone anything. If they want to do business in those markets they most comply to regulatory mandates until they change.

What your saying is equivalent to going back to 72, and saying Hell NO we are going to keep making Smog engines. While I for one would love to still have Hemi, it was outlawed.

Complaining to Management for playing the game as the rules are set it pointless, you have to go to the source, and NO you can't count on a political change, those are HIGHLY unlikely in the high Population states for at least another decades.

and Declaration of Independence is not what should be read it is the Federalist Papers,
 

bill burke

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But as an automaker & publicly traded company, Stellantis can’t ignore “compliance”.
Well, not ignore compliance, but what compliance. Government imposed rules on what you can drive, how far, how often based on their agenda driven mandates are the real stakes here. You and I in the public arena can debate our views, respectfully disagree, but be comfortable in knowing we are free to do so currently. Today it’s gas powered cars, next week it’s proper pronouns, next time it’s free expression, free choice and free speech. It’s regulation by elite power brokers to be feared, not electric cars themselves. Publicly traded company is the key phrase you use, not government owned entity. Beware creeping Socialism, it cloaks itself in many forms on route to inevitable totalitarianism and human misery.
Either we comply with the will of the people or we march to the dictates of our overseers.
In close scrutiny I think we are both on the same page including what should be read. Our differing interpretation of those readings are minor, just believe the decisions we make should be democratic in origin and subject to careful consideration. Not what I see on this authoritative imposed path on things electric or free will as I see them. Vote the rascals out I say.
 
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