Chrysler isn’t at its best coming out of quarantine, and we sympathize. Lots of us put on or lost more weight than we’d like. Picked up some bad habits. Became a bit antisocial.
Chrysler is nearly 100 years old and has, at its best, been one of the largest and most successful companies on the planet. Today, it builds just three models – the aging 300 sedan alongside the Pacifica and Voyager minivans. Understandably, some buyers have shied away, worried about the brand’s future. We’ve all got that friend we’re a little worried about after quarantine. For car shoppers, it’s Chrysler.
Sometimes, all a friend needs is a little support. And here it comes for Chrysler.
New Parent Company Gives Reprieve
Parent company Stellantis (the result of a recent merger that brought together 14 brands under one umbrella) is giving Chrysler and other struggling nameplates a solid decade to find new motivation and get back into shape.
“We’re giving each [brand] a chance, giving each a time window of 10 years and giving funding for 10 years to do a core model strategy,” said CEO Carlos Tavares. “The CEOs need to be clear in brand promise, customers, targets, and brand communications.”
Ten years is a lifetime in the automotive industry. It’s essentially two product cycles — enough time for an automaker to reinvent itself and come up with an all-new lineup of products and a new brand identity.
Technology-Focused Future?
Cousins Jeep and Dodge have clear signature styles. Chrysler … could use one.
Chrysler could build that brand identity around technology. The company has been working closely with Waymo, the autonomous-driving subsidiary of Google’s parent company Alphabet. Waymo tests its technologies in Chrysler Pacifica minivans.
Chrysler siblings Fiat and Alfa Romeo are equally in need of new focus. While overall industry sales soaring and most automakers struggling to build cars fast enough, the two brands have an oversupply of unsold cars. Fiat is down to just one model in the U.S. — the 500X (though past models like the 500L and 124 Spider may still be on dealer lots).
Buyers Can Breathe Easier
Car shoppers have heard rumors of Chrysler’s demise for years. But the company has been given the support it needs to get back into shape. Buyers considering a Chrysler product should take some comfort — your local dealership will probably be there to support your new car for as long as you need it. And it may have something much more exciting to sell you in a few years.
