The once-iconic Chrysler brand, a hallmark of American automotive heritage, has seen its fortunes dwindle. Over the past 20 years, sales have plummeted by 80%, dropping from nearly 600,000 vehicles sold in 2005 to fewer than 125,000 in 2024. Once a diversified lineup of sedans, SUVs, and convertibles, Chrysler offers only two minivan models.
The challenges for Chrysler and its dedicated fans have never been greater. However, amid the adversity, the brand and its leadership remain optimistic.
The Fight to Revive the Brand
Chrysler’s struggles reflect years of underinvestment. This lack of funding has left the brand vulnerable in a competitive market. “Chrysler as a brand has been very, very underinvested in for many, many years now,” said Ed Kim, president of AutoPacific, an automotive research and consulting firm.
Limited investment has fueled rumors of Chrysler’s demise, particularly after Stellantis CEO Carlos Tavares announced in 2024 that brands failing to generate profits could face elimination. Stellantis NV is a conglomerate auto manufacturing company. In 2023, Chrysler joined the automaker.
That announcement alarmed Frank Rhodes, Jr., a descendant of Walter P. Chrysler, the company’s founder. “The CEO said they were going to possibly sell off some brands that weren’t performing,” Rhodes said. “And I’d heard that before and just said, ‘I’ve had enough.’”
In August 2024, Rhodes proposed forming an investor group to purchase the Chrysler and Dodge brands from Stellantis. However, the company dismissed the notion. “None of our brands are for sale,” Christine Feuell, Chrysler brand CEO, said.
Stellantis’ Commitment to Chrysler
Stellantis’ leadership has doubled down on his commitment to the renowned brand. “Chrysler is here to stay,” Feuell said. “It is being well invested in and has a bright future in the Stellantis portfolio.”
Feuell believes rumors of Chrysler’s demise are unfounded and insists the company remains focused on reinvigorating the brand. “This isn’t the first time people have speculated about Chrysler’s future, but I can assure you, it is not on the table for elimination,” she added.
New Models on the Horizon
Chrysler’s roadmap for revival includes introducing new and redesigned models to re-establish its market presence. By 2026, the brand plans to launch a refreshed version of its Pacifica minivan with updated styling and new powertrain options. Chrysler also aims to expand this lineup with a large SUV and a coupe or sedan inspired by the futuristic Halcyon concept unveiled in 2024.
“The Halcyon concept signals where we’re headed,” Feuell explained. “It showcases our vision for innovation and design as we adapt to an evolving market.” These efforts represent Chrysler’s ambition to shed its identity as a “minivan brand” and reconnect with its roots as a dynamic automaker.
A Shift Toward Electric Vehicles
As part of the Stellantis’ company-wide transition to electrification, Chrysler aims to become a fully electric brand by 2028. Its first electric vehicle (EV), a crossover, is set to debut in 2026.
“The timing shift for our battery-electric vehicle (BEV) rollout was unavoidable,” Feuell admitted. “But I’m confident that the EVs we’re bringing to market will redefine the brand and meet customer expectations.”
Chrysler’s shift to electric aligns with broader industry trends and positions the company to compete in a sustainability-focused.
An Automotive Legacy at a Crossroads
For Frank Rhodes, Jr. and many others, Chrysler is more than just an automaker. It’s a piece of American history. “I know there are people out there who want to bring this brand back,” Rhodes said. “It’s part of our American heritage, and it needs to be saved.”
Chrysler’s future hinges on its ability to adapt, innovate, and reconnect with its loyal customer base. With the renewed focus on product development, electrification, and market relevance, the brand aims to reclaim its position as a staple of the American automotive industry.
