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Chrysler CEO Christine Feuell Talks Brand Future and New Models

Chrysler CEO Christine Feuell Talks Brand Future and New Models​

Plans for Chrysler and Alfa Romeo Offer Fresh Hope for Expansion​


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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:

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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 since 2021, addressed plans to expand the brand's lineup beyond minivans while sharing her early...
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Just don't over do it with the touch screens. The Chevy Traverse is terrible as well as the new Mustang. From what I can tell from the photos, the Wagoneer S looks great.
 
I have been into Chryslers since my beloved Godfather John bought a 1953 Chrysler sedan. It was, in my eyes, the most beautiful luxury car that symbolized that someone in our Italian immigrant family had “made it”. We were on our way to the American Dream through hard work and strong old world family values.
As to Chrysler, I’ve voiced my opinion often. To summarize: Chrysler needs a brand specific”face” derived from the great Chryslers of the past. It needs to fit in the affordable luxury segment challenging the likes of BMW or Lexus. Chrysler executives can look to upstart Geneses for a guide to finding a niche in this market. Marketing, absent almost completely for years, must be aggressive and frequent in getting Chrysler back on people’s radar. Profit margins must take a back seat to high end appointments and outstanding build quality.
Really a simple plan, but certainly not the Airflow concept which, though really having many great ideas, lacked so completely the Chrysler face that will elicit an immediate, “that’s a Chrysler” ! Thanks too uncle Johnny for bring Chrysler into my life. Rest in Peace.
 
crouchta said:
There's the talk, now let's see the product.....
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I agree 100%. We have been hearing the talk for how long now? I hope she stands by her words and by next year 2026, we get a look at what is REALLY coming, and they follow through.

One last thing, all the negative on the Airflow and C6X. Why? Both are very nice. Cookie cutter is what they are being called? Hasn't anyone noticed most SUV's out there all pretty much look alike. If you give either one of these more of a Chrysler front end to identify it as a Chrysler, they should be fine. Remember if all vehicles look alike, the people who are Chrysler/Mopar brand loyal, will buy the Chrysler, and maybe attract some new buyers if the price is right. My wife and I are 57/59. We had the Grand Caravan when our kids were younger, had the 300 and Charger when they got to college, now have a Cherokee and Durango. I would love a nice crossover. We miss my cars, but like the SUV's we have. I would love to get into one of these 2 Chrysler crossovers if they were out there. Although, I would want an ICE version. It's time for Chrysler to join the club. My wife had a 2008 Chrysler 300 and traded it in 2020 for a Jeep Cherokee. At that time, we were unable to find a good used 300 and settled on the low mileage clean 2017 Cherokee. Now 6 years later, my wife tells me she misses her 300!! So, the hunt is on for a 2023. Hope to find one in a lot somewhere. If not, we will wait and see what Chrysler has up their sleeve in 2026 and stick it out till hopefully 2027.
 
I've said it before and I'll say it again, let each brand be what they were meant to be and that's all. Chrysler can not see it's full potential as a Mopar luxury Marquis until Jeep removes themselves from this niche. As for the Halcyon project, hideous EV on a beautiful set of wheels. I read the article and had to laugh about the fact that Christine talks about moving beyond minivans but her big focus is improving the minivan and offering it to more market groups. Chrysler's lineup should look something like this

STLA LARGE
Chrysler 300M sedan 3-Liter Hurricane H/O powertrain along with Hurricane H/O Hybrid powertrain AWD only
Chrysler Lebaron 2 row SUV 3-Liter S/O powertrain AWD only
Chrysler Newport 3-row SUV 3-Liter H/O powertrain AWD only
Chrysler New Yorker (Minivan) 2.0L Hurricane Hybrid (basically 4Xe) powertrain AWD only
Chrysler Fifth Avenue (Minivan) 2.0L Hurricane Hybrid (same as above) powertrain AWD only
STLA FRAME
Imperial (LARGE SUV) 3-Liter Hurricane H/O powertrain & Hurricane H/O Hybrid powertrain AWD only

Simple, easy and effective lineup of the Chrysler brand. Six vehicles, two platforms, ICE and hybrid powertrains no overly futuristic looking BS & names that people know and respect. Personally, I don't care at all about the Alfa Romeo side of Stellantis, or any of the overseas brands. The only things that should be focused on are Chrysler, Jeep, Dodge & Ram. Jeep needs to step down to four models
STLA LARGE
Cherokee: 4Xe & Hurricane S/O
Grand Cherokee: 4Xe & Hurricane H/O. Take these back to the SJ days
STLA FRAME
Wrangler Unlimited: 4XE & Both Hurricane options (H/O & S/O)
Gladiator: Same as Wrangler unlimited. Needs an actual truck bed with Cargo areas in the bedsides and not be so shallow

This lineup moves them out of the way so that there is no blending the luxury that Chrysler should carry with the rugged comfort that Jeep Carries. The little jeeps that are part of the North American lineup can join the Jeep Avenger overseas and in the Latin American market where the rest of the "Most Terrain" vehicles are wanted. The every day market should go to Dodge, which is what the brand is meant for. Dodge's lineup should look something like this
STLA MEDIUM
Neon: Compact sporty 4-door SUV w/ 1.3T hybrid and a 2.0T option
Omni: Compact Sporty 4-Door hatchback with same powertrains as Neon
Diplomat Compact 4-door basic crossover with only 2.0T Hurricane powertrains
Dart (sedan): Similar in size to an Acura TLX with a revised 3.6L Pentastar V6 under the hood and a medium EDM at the rear axle for rear-biased AWD Performance and a base model with a 2.0L Hurricane hybrid option
Hornet (Gen-2): Performance oriented replacement of the Dodge Journey with the same powertrains as the Dart
STLA Large
Charger (coupe & sedan) Hurricane-6 S/O, H/O & possibly a 4.7L DOHC V8 twin turbo hybrid as Hellcat and Hellcat + replacements
Durango (3-Row SUV) Same as Charger
STLA FRAME
Ramcharger: 5.7L Hemi v8, Hurricane H/O (Tahoe Rival)

Other than this, the only thing Ram needs to do is bring out a Dakota midsize pickup to stomp all over the Ranger Raptor and give it a street performance version with the Hurricane H/O and the brand has everything it needs for success.
 
Your wish list is nice, but all the naming scheme for Chrysler have Zero market value with today buyers.
 
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Mopar426 said:
Dont hold your breath
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I am too very skeptical that a sedan will make it through the last gate, it would have to be something very low cost to manufacture and develop to get any Margin in NA, let alone have a ROI.
 
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