Stellantis Responds to Chrysler Heir’s Bid For Chrysler and Dodge

Earlier this week, Frank B. Rhodes, Jr., the great-grandson of Chrysler Corporation founder Walter P. Chrysler, made headlines with a bold proposal to revitalize the Chrysler and Dodge brands right here on MoparInsiders. In a detailed plan submitted to Stellantis CEO Carlos Tavares, Rhodes expressed his vision for the future of these iconic American brands, emphasizing the need to balance tradition with innovation.

Rhodes’ proposal comes at a time when Stellantis, the multinational automaker formed by the merger of Fiat Chrysler Automobiles (FCA) and PSA Group, is heavily investing in electric vehicles (EVs) as part of its global strategy. Rhodes, however, acknowledges the importance of this shift while stressing the need to maintain the unique identity that has defined Chrysler and Dodge for decades.

“We understand the importance of embracing new technologies and meeting global demands for sustainability,” Rhodes stated in his proposal. “However, we must not lose sight of the heritage and unique appeal of Chrysler and Dodge that have defined these brands for decades.”

Central to Rhodes’ plan is the creation of “THE NEW CHRYSLER/DODGE, LLC,” a new entity that would seek to purchase the Chrysler, Dodge, and Plymouth brands back from Stellantis. Rhodes envisions this new venture as a way to restore the brands’ heritage and independence, with a focus on their American roots.

“Our goal is to bring these iconic American brands back under American control,” Rhodes asserted. “By creating THE NEW CHRYSLER/DODGE, LLC, we aim to restore the brands’ heritage and independence, allowing them to thrive with a renewed focus on their American roots.”

Rhodes’ proposal also addresses the concerns of loyal customers who are apprehensive about Stellantis’ push towards EVs. “Many of our customers have expressed their apprehension about the shift to electric vehicles,” Rhodes noted. “They are concerned that the essence of what makes Chrysler and Dodge special may be lost in this transition.”

In response to these concerns, Rhodes proposes a strategy that includes the introduction of hybrid versions of classic models, aiming to bridge the gap between traditional internal combustion engines and the future of electric mobility. “We plan to introduce new models that not only incorporate advanced technologies but also honor the legacy of our brands,” he said.

Stellantis, however, has responded to Rhodes’ proposal with a statement reaffirming its commitment to its entire portfolio of 14 brands, including Chrysler and Dodge. The company focused on a long-term strategy for all its brands, which is integral to its transformation towards clean mobility.

“Stellantis acknowledges the interest in its North American brands and reaffirms the Company’s commitment to its entire portfolio of 14 powerful, iconic brands, which were each given a 10-year timeframe to build a profitable and sustainable business,” Stellantis stated. “Like the Jeep® and Ram brands, Chrysler and Dodge are at the forefront of Stellantis’ transformation to clean mobility, benefitting from the Group’s cutting-edge technology and scale. The Company is not pursuing splitting off any of its brands.”

While Stellantis has made it clear that it is not interested in selling the Chrysler and Dodge brands, Rhodes’ proposal highlights the ongoing debate about the future direction of these iconic American brands in a rapidly changing automotive landscape.