Larry Printz: Can Chrysler Survive Its 100th Year?

Perhaps you weren't aware, but Chrysler marked its 100th anniversary last month.

Certainly, unless you're looking into buying a 2025 Chrysler Voyager or Pacifica minivan, you might not have considered the brand very often. In 2024, Chrysler managed to sell 124,684 vehicles, which were primarily Pacifica and Voyager models, along with a few remaining 300 sedans that are no longer being made. This represents an 80.8% drop compared to the 649,293 cars the company sold in 2005, when their range featured the Concorde, Crossfire, PT Cruiser, Sebring, 300, Pacifica, and Town & Country.

There are many individuals who hold the Chrysler 300 in high regard. However, when they visit the dealership, all they find is a family-oriented vehicle displayed inside. The model requires a revival. A significant change is necessary for anyone, regardless of their background, to recognize that it continues to be available," states Sam Fiorani, vice president of global vehicle forecasting at AutoForecast Solutions LLC. "Customers perceive Chrysler solely as a manufacturer of minivans.

That makes sense. With Lee Iacocca as CEO at Chrysler Corporation, the automaker developed the minivan based on the basic K-Car framework in 1983, significantly influencing residential areas. Now, this is essentially what's left of the brand in car dealerships. This realization hasn’t escaped Stellantis, Chrysler’s holding company. "When considering the past 50 years, it transitioned from a luxury label, to an upper-midrange mass-market brand, then to just a mid-range one, finally becoming known for minivans," Fiorani stated. "It has declined considerably."

Certainly, the company and brand that once formed the core of Detroit's "Big Three" has now become just a minor mention in advertising. The initial Chrysler vehicle came out in 1924 from the Maxwell Motor Company, with Walter Chrysler serving as Chairperson of the Board. He then restructured the automobile manufacturer into the Chrysler Corporation in June 1925, positioning it as an affordable brand aimed at moving upward in the market.

A century later, Chrysler remains uncertain.

To demonstrate its effectiveness, Chrysler showcased its top-quality vehicles to journalists, ranging from the 1924 Chrysler Six up to the 2005 Chrysler 300 SRT-8. Additionally present was its upcoming concept, the 2024 Chrysler Halcyon.

The Halcyon embodies the future direction of the Chrysler brand," stated Ralph Gilles, head of design for Chrysler, Dodge, Jeep, Ram, Maserati, and Fiat. "We have been extremely enthusiastic exploring various ideas, as there is an aspect of the Chrysler brand that none of our other brands possess.

However, Gilles understands that Chrysler cannot assume its presence is guaranteed.

We aren't entitled to compete simply because we've existed for a century. A completely new group of car consumers has no knowledge of us. They’ve spent their entire lives glued to their phones, and now they’re entering the market for cars. It’s high time to examine things closely and offer something renewed. To them, this represents a clean slate. Therefore, I believe a new customer emerges each moment, and another reaches adulthood with buying power constantly. We are seeking that ideal untapped area—a vehicle that connects different segments. We don’t wish to enter an overcrowded category filled with fierce competitors; instead, we aim to discover our distinct niche as we did previously.

Gilles along with other Chrysler leaders maintain that new models from Chrysler will return, particularly following the selection of Antonio Filosa as the newly appointed CEO at Stellantis in June. A seasoned employee with 25 years of experience within the organization, Filosa has previously held the role of Chief Operating Officer for the Americas at Stellantis. "I have known Antonio for quite some time. We have collaborated over many years," Gilles remarked. "He recognizes and appreciates the importance of introducing new products without allowing showrooms to become outdated. He strongly supports maintaining an up-to-date lineup. Additionally, his enthusiasm is something I truly admire."

Nevertheless, despite the significant visual transformations throughout Chrysler's history, it lacks distinctive design elements that define a Chrysler. Although this allows the brand's designers considerable flexibility to pursue new styles, they must also satisfy current customers. This idea hasn’t escaped Gilles, who gained recognition for designing the 2005 Chrysler 300—a powerful vehicle dressed in a Brooks Brothers suit. This car has become the brand's most legendary model and continues to appeal to Chrysler enthusiasts. "Many people own one. They’re still around and active, and they'd really like another one. We haven't forgotten that. Therefore, I believe we have a great deal of reflection ahead of us as a company."

However, the company admits that three new Chryslers are currently under development, which include a newly designed Pacifica minivan, an unannounced SUV, and a third model that is still in progress. Still, one aspect appears certain. Although Chrysler's future lies in the glowing screen of software upgrades instead of traditional instruments like an oil temperature gauge, somewhere within its codebase, there remains a lingering presence. It's 1925 once more, with Walter still sitting beside him as a passenger.