What’s Going On with the Chrysler Brand?

What’s Going On with the Chrysler Brand?​

A Legacy at 100, But What's Next?​

Chrysler is turning 100 on June 6, 2025, yet there has been little fanfare surrounding this milestone. Once a cornerstone of American automotive innovation, the brand has been reduced to just one vehicle in its lineup—the Chrysler Pacifica—two if you count the budget-friendly Voyager (Grand Caravan in Canada). While other Stellantis brands, such as Dodge, Jeep®, and Ram, continue introducing new models and performance variants, Chrysler remains in limbo with no significant updates.

What's Going On with the Chrysler Brand?

Chrysler is turning 100 on June 6, 2025, yet there has been little fanfare surrounding this milestone. Once a cornerstone of American automotive innovation, the brand has been reduced to just one vehicle in its lineup—the Chrysler Pacifica—two if you count the budget-friendly Voyager (Grand...

moparinsiders.com

 

[redriderbob]

Interesting conversation folks. And all pie in the sky. As I’ve said before several times, and oh how it pains me to say, Chrysler is gone. This outfit is bleeding, and there will be no resources dedicated to resurrecting Chrysler. And no don’t sell it to the ChiComms. Let it go away with some dignity. And brace yourself. Up next - Dodge.

100% wrong!!!

 

[cygnus]

@redriderbob is the next Durango still a go?

 

[cygnus]

Anything named that would be an instant flop in today's market. The would appeal to my parents and spouses' parent but are not buying new cars because they think their driving days are over.

I will agree that Chrysler cannot / should not use the LeBaron name on any upcoming vehicles.

 

[Mike201]

Can’t agree Chrysler should be all BEV/EV. I honestly don’t think there is enough demand for EV’s for Chrysler to survive with all new vehicles at the same time. Tesla owns the market and coming in with all new EV’s to a brand that has been quiet for almost a decade won’t work. Offer all new vehicles in both ICE and EV’s. Once Chrysler gets back in the game again, cut back on the ICE vehicles, like Caddy did.
The loyal Chrysler buyers are mostly older folks, who don’t want to deal with EV’s. Get them back, make nice vehicles that not only attract the older crowd, get the family’s, middle age. Most younger Mopar gear heads drive Dodges. When they get older they stay brand loyal and end up in a Chrysler.

 

[Mike201]

Is it really? Most of Chryslers "Iconic" history is of being a Trim Level of Dodges and Plymouths.

Founded as repurposed Maxwell.

As for EU brands getting attention... REALLY? Basicaslly it is all the same old car with different Coachwork. Lancia has been ignored for over a decade, Fiats best selling car didn't get an ICE model. Opel is just plainer versions of Peugeot. Vauxhall the same. Citroen ugly versions sort stuff. So not sure that is correct assestment.

If I remember correctly, Walter P. Chrysler was already established with his own brand when he bought Maxwell. Maxwell became Plymouth.
I also thought Chrysler, until recently was the top of the line and Plymouth and Dodge were the stripped down, low cost Chryslers? Not that it started as low value Plymouth’s and Dodges and trim was slapped on to up grade them as Chrysler's, as been noted here many times by many commenters.

 

[BWS1]

100% wrong!!!

Then show me something, anything, Anywhere, to prove otherwise . How many more years go by before some
Real iron hits the road. I believed in the resurrection rumors and promises in 20,21,22,23,24. I’m all out of believing . Who and how many are working in Auburn Hills to pull this off? Jeep and Ram will hang around as long as they show the return . The rest is a pipe dream.