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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.

The EV Commitment & Changing Plans – 

2025 Chrysler Pacifica FAV Edition. (Chrysler).

In 2021, Stellantis announced that Chrysler would transition into an all-electric brand by 2028. However, the automotive landscape has shifted since then. EVs have faced resistance due to high costs and infrastructure challenges, leading brands like Alfa Romeo to rethink their strategies. Alfa Romeo has confirmed it will continue offering internal combustion engines (ICE), hybrids, and EVs beyond 2027. Meanwhile, Chrysler has yet to officially state whether it will follow suit.

The Delayed Crossover: C6X – 

Chrysler Airflow Graphite Concept. (Chrysler).

In January, our supplier sources revealed that Chrysler’s upcoming crossover, codenamed C6X, was put on hold. The delay was reportedly due to Stellantis reconsidering the vehicle’s powertrain strategy. A similar situation occurred with the next-generation Jeep Compass (J4U), set to be built at Brampton Assembly. The C6X, expected in 2026, will be a five-passenger crossover utilizing the STLA Large platform—a modular architecture designed to support various powertrains, including ICE, hybrid, and EV options.

Leadership & Future Direction – 

Chrysler CEO Chris Feuell with the 2023 Chrysler 300C. (Chrysler).

Chrysler CEO Christine Feuell has come under scrutiny for the lack of clear direction regarding the brand’s future. Recently, she was also assigned as the Head of Alfa Romeo North America, where she has openly discussed the Italian brand’s evolving strategy. However, she has remained relatively quiet regarding Chrysler’s long-term plans. The only confirmed update is a mid-cycle refresh (MCA) for the Pacifica in 2026, which is expected to bring minor styling tweaks and new technology features.

The Halcyon-Inspired Sedan – 

Chrysler Halcyon Concept. (Chrysler).

Feuell has mentioned that Chrysler plans to develop a vehicle inspired by the Halcyon concept, likely taking shape as a new sedan on the STLA Large platform. This could serve as a modern successor to the Chrysler 300, blending futuristic design elements with a balance of performance and efficiency. While this sounds promising, Chrysler has yet to provide concrete details on its development timeline.

What’s Taking So Long? – 

Electric Chrysler Sedan Design Teased to the Media. (Stellantis).

Chrysler’s last all-new vehicle launch was the Pacifica in 2017. Since then, the brand has relied on special editions and minor updates to stay relevant. While sales numbers indicate Chrysler isn’t going anywhere, the prolonged silence and lack of fresh product introductions have puzzled enthusiasts and industry watchers.

With the brand’s 100th anniversary approaching, many expect Chrysler to make a major announcement soon. Whether it sticks with the EV-only strategy or pivots to a mix of powertrains remains to be seen. But one thing is clear—Chrysler needs a definitive plan and one fast.

 

Robert S. Miller

Robert S. Miller is a diehard Mopar enthusiast who lives and breathes all that is Mopar. The Michigander is not only the Editor for MoparInsiders.com, 5thGenRams.com, and HDRams.com but an automotive photographer. He is an avid fan of offshore powerboat racing, which he travels the country to take part in.

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Honestly it’s time to pull the plug on the Alfa Fiat experiment (and Feuell) and get some Chrysler models on the market NOW! No more promises from Stella. Either produce or sell the company to a car-maker that knows what they are doing!

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Maybe the big announcement and unveiling of new products will be June 6, 2025! We can only hope this has been the best kept secrets in Detroit!!!!

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Time to call on Feuell to give the public something more concrete than what she has so far. How about specifics, maybe even a computer rendering of what’s coming. I doubt this is secretive, it’s a sign of poor leadership and a lack of direction and the after effects of Tavares. It’s a poker hand without even a pair of deuces. If you got something, it’s time to give us specifics. Is the SUV a Cherokee spin off? Will we get a sedan or a hatchback 300 replacement? How about a halo coupe or convertible? Will we get ICE or hybrid.? It’s way past time. Show ‘em or fold ‘em.

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Chrysler should be the only brand in the portfolio that has EVs. The EV Charger is a flop and the EV Wagoneer S is a flop. The Recon EV will also be a flop. Dodge and Jeep owners do not want full BEV.

It would have been unique for Chrysler to have its own unique BEV offerings for STLA Large, with uniquely design interior and infotainment.

By the way, what I’ve described is essentially what GM has done with Cadillac.

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It’s almost comforting that they didn’t bring out anything new that will most likely would of been a complete flop, especially an EV.

I think the brand needs new leadership and vision to get back to main stream, they could look back on there historical successes but really need to be innovative and different than the competition.

With the new emission regs coming in and the ones that have been revised by Trumps team it’s a good opertunity to go big, and focus on North Americas needs.

Start with an Ice version of the new Charger and go from there.

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