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 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 – 

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 – 

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 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 – 

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? – 

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.