Chrysler sales have shrunk 80% in two decades. Here’s how executives plan to bring it back

Key Points

  • Chrysler has experienced an 80% decline in sales over two decades, selling fewer than 125,000 vehicles in 2024 compared to nearly 600,000 in 2005.
  • Stellantis, the parent company, has considered selling off unprofitable brands, causing concern for Chrysler's future.
  • Frank Rhodes Jr., a descendant of Chrysler's founder, proposed buying the Chrysler and Dodge brands from Stellantis to ensure their survival.
  • Despite rumors, Chrysler brand CEO Christine Feuell assures that Chrysler has a bright future within Stellantis, with plans for new models including a refreshed Pacifica minivan, a large SUV, and a coupe or sedan.

Summary

The article discusses the current state of the Chrysler brand, which has seen a significant decline in sales over the past two decades, now offering only two versions of the same minivan. Chrysler, once a diverse brand under the Chrysler Corporation, is now part of the larger Stellantis group following multiple mergers. The brand's future was put into question when Stellantis announced it might divest from unprofitable brands, prompting Frank Rhodes Jr., a descendant of Chrysler's founder, to propose buying the Chrysler and Dodge brands to preserve their legacy. Despite these concerns, Chrysler brand CEO Christine Feuell has reassured that Chrysler is not on the chopping block and has a promising future with new models planned, including a refreshed Pacifica minivan, a large SUV, and potentially a coupe or sedan. The article highlights the ongoing challenges and the potential revival efforts for Chrysler, emphasizing its importance in American automotive heritage.

cnbc
January 6, 2025
Stocks
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