- Chrysler is down to a single minivan, leaving its future uncertain.
- Stellantis promises investment, yet concrete future plans still feel vague.
- The big question now is what kind of vehicle could revive the brand.
Back in late 2023, Chrysler ended production of the 300 sedan. Since then, it’s built plenty of concepts, promised all sorts of things, but there has been little in the way of tangible progress. The updated 2027 Pacifica remains largely unchanged from last year’s model, doing little to shift that perception.
More: Chrysler’s Down To One Model But Dealers Are Somehow Drowning In Inventory
Now, a new report suggests Stellantis is well aware of Chrysler’s situation and is preparing to inject fresh investment into the brand. This comes after Chrysler’s first EV, originally slated to debut in 2025, failed to materialize. Meanwhile, leadership has also shifted, with Chris Feuell stepping down as CEO and Dodge boss Matt McAlear stepping in as her replacement.
Here’s where you come in. What should the brand build with that capital?
Dealer Concerns Over Brand Direction
According to a new report from Autonews, some dealers believe the move is downmarket. Chrysler “was known as the engineering marvel of the industry,” said Doug Wilson, owner of Collierville Chrysler-Dodge-Jeep-Ram in Tennessee. “Creating affordable SUV EVs like they had planned was a good start. There’s a market for $25,000 MSRP compact SUVs — gas or EV.”
Another dealer out of Texas believes the brand needs at least three new models. “They need a midsize SUV, a third-row SUV, and a modern sedan, in my opinion — something nice and modern,“ said Adrian Gonzalez, general manager at Payne Edinburg Chrysler-Dodge-Jeep-Ram in Texas.
”I know people are going away from sedans, but we need a sedan, and I think Chrysler is the brand to do it.” One even went as far as to balk at the idea of badge engineering as a solution.
“We don’t need to just go get a car, rebadge it, and call it a Chrysler. It needs to actually be a Chrysler,” says Randy Dye, a dealer in Florida. While he might hope that, the strategy seems to be one that Stellantis favors wherever it can employ it. Frankly, it shares parts across various brands from all over the globe. Even when we focus solely on the U.S. market, it’s easy to see how Chrysler could benefit.
Leveraging the STLA Large platform that underpins the Dodge Charger is just one route it could go. And as we’ve argued before, the current Jeep Wagoneer S would make more sense than it currently does if it had a Chrysler badge on the front.
What do you think? What should Chrysler’s next play be? Let us know in the comments below!
