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...

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[redriderbob]

 

[CBODY67]

I just saw the YouTube video about STLA admitting that Chrysler was going to be 100 years old this summer. At this point, after years of "no investment" in the 300 product, modest investment in the Pacifica product, and related Dodge models, I unfortunately suspect that "the public does NOT care".

Now, somebody DOES care. The Walter P. Chrysler Club cares! They are planning a 100th birthday celebration of Chrysler at the upcoming Chryslers at Carlisle event this summer. Announced several months ago on the WPC Club Facebook account. Memorabilia has been available for order for several months, now.

As things have evolved, it has become abundantly clear that Europeans do not really know how to run an American car company. Their "Euro perspectives" are different and most probably DID affect how the USA Brands have been "managed". Now that Tavares has exited things, with Kiniskis in charge of RAM and hopefully Chrysler, things can get back to normal, or at least "more normal". Chrysler can once again return to "upscale luxury" and performance, like it used to be, with a full range of products that compliment the different demographics from Dodge in the process.

When I saw the Halycon, I was impressed. I ALSO knew that that style would not age well. AND I also suspected it would be in the $150k USD price range, which would be waayy too high for it to do well in our flaky economy.

What many might not be aware of, each assembly plant operation MUST have a certain amount of vehicle production numbers for the plant to "make money". Hence, DODGE NEEDS CHRYSLER for this to happen! Brampton was strained to do the Chrysler 300, Dodge Charger, and Dodge Magnum products. Which is why the Magnum production went away and was replaced by Challenger production.

HOPEFULLY, some motivated individual will take over the North American Operations, who knows this country's way of doing things, robustness of engineering, and innovative marketing to return Chrysler, Dodge, RAM, and Jeep to the high prominence they used to enjoy in the 1990s, rather than just the "niche" hot rod brands they became in the 2000s. Replacing the Hornet with some desirable products will be a start. Unfortunately, it might be into 20256 before we can see anything of this nature!

In the mean time, cherish CHRYSLER for what it used to be and should be in the future! Enjoy the WPC Club's "Chrysler 100" event at Carlisle this summer.

CBODY67