CEO Carlos Tavares has confirmed Chrysler has a future.
Chrysler’s existence was in doubt following the merger which includes 13 brands.
All that’s required is finding the storied brand a vision.
There was a time when Chrysler was on par with Cadillac and Lincoln. Back then, it stood for luxury, performance, and technology. So far this century, the brand has lost much of what it once stood for. In fact, under FCA, it was the “people-mover” brand, reflecting its lineup which consists of two minivans and an old somewhat outdated sedan.
Chrysler’s identity may very well be tweaked in the not too distant future. At least, this is what could be understood from Stellantis CEO Carlos Tavares words. As reported by The Detroit News: “Chrysler is one of the three pillars, which represents the foundation of Stellantis. Our mindset is to try to protect ourselves in the future as a matter of respect to all of those who were in the past able to lead this brand to the current outcome. If we are here to talk about it today, it is because before us, many talented people were able to lead us to this point. That is our responsibility.”
Under Stellantis, Chrysler will eventually get its own CEO and with him or her, a new “vision destination” or positioning, and an aim. Every other brand in the lineup for North America has a clear and present purpose: Jeep is the adventure SUV brand, Dodge is all about performance and Ram makes trucks and commercial vans.
Tavares added: “It is an opportunity for us to make the brand rebound. We do not forget that Chrysler was in the past the expression of the automotive American technology, the best technology available at that point in time. Perhaps there is a connection there that we can do and protect ourselves in the future, perhaps using other ideas like autonomous vehicles, zero-emission vehicles, highly connected vehicles. This is something that is still in the works. I don’t think we have concluded anything so far.”