Latest news with #Feuell
Yahoo
11-06-2025
- Automotive
- Yahoo
Chrysler to launch 3 new vehicles by 2026 in bid to save struggling brand.
Chrysler to launch 3 new vehicles by 2026 in bid to save struggling brand. originally appeared on Autoblog. When Chrysler threw a party for itself to celebrate its 100th birthday this month, it rolled out an assortment of classic models, from the 1930s-era Airflow sedan to recent concepts like the 2004 ME Four-Twelve and 2022 Halcyon. But there was something missing from the field: new product. The closest the automaker could come was a 'special edition' Pacifica minivan. Chrysler is a brand in trouble. Since the last 300 sedan rolled off the assembly line in December 2023 it has had just one product line in U.S. showrooms: the Pacifica minivan. Plans to bring out a production version of the well-received Airflow concept of a few years back have been scuttled. With sales totaling just 119,389 last year, former Stellantis CEO Carlos Tavares was reportedly questioning whether it might be time to pull the plug on the brand. That's something his successor, Antonio Filosa, will now have to consider. But Chrysler officials insist they're entering their second century from a position of strength, with the brand finally getting ready to start filling up showrooms with new products starting next year. And that Halcyon show car, they told Autoblog, gives us a good sense of what's coming. Ironically, the widely acclaimed Airflow show car may have been too successful for its own good, according to Christine Fuell, Chrysler's CEO. First shown at the 2022 Consumer Electronic Show in Las Vegas, it harkened back to the cutting-edge aerodynamics of the original, production Chrysler Airflow which was built between 1934 and 1937. The all-electric show car was widely expected to go into production about now, but the 'very favorable response' it got from the public was something that actually worried Chrysler executives who questioned whether the design would seem dated by the time it got into production. 'Maybe we're not being innovative and creative enough,' Feuell said during an interview at the Chrysler 100 birthday bash. 'We felt we needed to take more risks,' Feuell said. The Chrysler management team decided to send Stellantis global design chief Ralph Gilles and his team back to the drawing board. For his part, Gilles felt it was fortuitous timing. Airflow was designed to be all-electric. But as the product development team started over, parent Stellantis was just finishing up development on a series of new 'architectures.' The STLA Large platform was designed to be 'multi-energy,' meaning it could use a variety of different powertrain technologies, from conventional internal combustion to battery-electric, and an assortment of 'hybridized' options in between. It was 'perfect for the market,' said Gilles. Now, they just needed to push the design envelope ever further. They did it with Halcyon, a concept that made its debut in February 2024. Like Airflow, the four-door Chrysler Halcyon Concept put a premium on range-extending aerodynamics. But it was designed to push the comfort level with features like its ''air blade' front end literally knifes through the air, reducing turbulence as air flows over the show car's steeply raked windshield. Narrow side mirrors further reduce drag. At highway speeds, Halcyon rides just four inches off the road surface, another aero-enhancing feature. Air curtains reduce turbulence around the front wheels. The show car has been clearly polarizing, though it seems to be growing on reviewers, and the public, according to both Feuell and Gilles. Clearly, the concept pushes things a little too far for most applications to go into production – with features like its rear 'suicide' doors, camera mirrors and a yoke replacing the conventional steering wheel. But the basic design theme is the model for an upcoming wave of new Chrysler products. That will start with a complete makeover of the Pacifica coming in 2026. The new minivan is 'inspired by Halcyon,' said Feuell, noting that Chrysler obviously had to hew to the unique customer needs that define a modern family-mover. But the new Airflow will utilize key design cues from the concept vehicle to deliver greater energy efficiency than the outgoing model. While the CEO wouldn't discuss specific details, she confirmed that the next-gen Pacifica Hybrid package will get an upgrade to its plug-in drive that will yield more than the current PHEV's 32 miles per charge. That will be helped by a planned switch from today's 400-volt electrical system to an 800-volt architecture that should also quicken charging times, several insiders suggested. At least two other new Chrysler products are in the works, said Fuell. 'We need to be in at least three segments for the Chrysler brand to continue to grow and thrive.' That's on top of other potential variants on those three product lines. What Feuell described as 'our first new model in more than 10 years' will be a D-segment crossover also based off the STLA Large – pronounced 'Stella-Large' – platform. Think of products like the Hyundai Santa Fe or BMW X5, among many others, though the Chrysler CEO stressed that the design will 'be a vast departure from the sea of sameness' that has become the norm with today's EVs and crossovers. 'It has to be gorgeous and compelling,' added Gilles, 'a vehicle that ages well.' As for the third Chrysler product, final development is still underway, but the Stellantis brand is clearly aiming for a 'segment-buster' that won't fall into any easy niche. This one very well could come closer to a production version of the Halcyon Concept. There's 'a lot of white space (Chrysler) can serve' that fellow Stellantis brands Jeep, Dodge and Ram 'can't' said Gilles, because of their narrowly defined missions. 'We're looking for the gaps that aren't being served and which may not fall into current segments.' When the Airflow concept first appeared, Chrysler laid out a course that was expected to transform it into an all-electric brand by the end of the decade. As we're seeing across the industry, management is backing away from that commitment, and STLA Large and other new Stellantis platforms give it more flexibility to meet shifting market demands. A year ago, Filosa – then head of the Jeep brand – told me that Stellantis was working up six distinct powertrain technologies: ICE, mild, conventional and plug-in hybrids, range-extenders and pure battery-electric. Future products, he said, would be offered with as many as three of those options. That, said Feuell, is the approach going forward, now that Filosa is running the whole show. The upcoming, Halcyon-based SUV, for one, initially will launch with some sort of hybrid drive package, Feuell revealed, followed by a gas-only model. Later on, Chrysler will add an all-electric package. In the months after Stellantis was formed by the merger of Fiat Chrysler Automobiles and France's Groupe PSA, Tavares insisted the Euro-American automakers had the resources to support all 14 of its global brands. As its sales and earnings tumbled last year, he began having second thoughts. "We cannot afford to have brands that do not make money,' Tavares said during a second-quarter 2024 earnings call. "If they don't make money, we'll shut them down.' Tavares unexpectedly handed in his resignation last December, following a dispute with the Stellantis board over his proposed turnaround plan. Now, with Filosa stepping into his shoes, there's been speculation the new CEO might have to serve as brand executioner. Among the marques most frequently cited are Fiat, Lancia and Chrysler. For her part, Feuell puts on a brave face. 'There's never be one conversation among our executive teams about Chrysler going away,' she said last week, insisting, Filosa 'has been an enthusiastic supporter of Chrysler.' Whether the brand retains the new CEO's support will be put to the test in short order as Chrysler finally starts rolling out its much-needed new products. Chrysler to launch 3 new vehicles by 2026 in bid to save struggling brand. first appeared on Autoblog on Jun 10, 2025 This story was originally reported by Autoblog on Jun 10, 2025, where it first appeared.
Miami Herald
10-06-2025
- Automotive
- Miami Herald
Chrysler to launch 3 new vehicles by 2026 in bid to save struggling brand.
When Chrysler threw a party for itself to celebrate its 100th birthday this month, it rolled out an assortment of classic models, from the 1930s-era Airflow sedan to recent concepts like the 2004 ME Four-Twelve and 2022 Halcyon. But there was something missing from the field: new product. The closest the automaker could come was a "special edition" Pacifica minivan. Chrysler is a brand in trouble. Since the last 300 sedan rolled off the assembly line in December 2023 it has had just one product line in U.S. showrooms: the Pacifica minivan. Plans to bring out a production version of the well-received Airflow concept of a few years back have been scuttled. With sales totaling just 119,389 last year, former Stellantis CEO Carlos Tavares was reportedly questioning whether it might be time to pull the plug on the brand. That's something his successor, Antonio Filosa, will now have to consider. But Chrysler officials insist they're entering their second century from a position of strength, with the brand finally getting ready to start filling up showrooms with new products starting next year. And that Halcyon show car, they told Autoblog, gives us a good sense of what's coming. Ironically, the widely acclaimed Airflow show car may have been too successful for its own good, according to Christine Fuell, Chrysler's CEO. First shown at the 2022 Consumer Electronic Show in Las Vegas, it harkened back to the cutting-edge aerodynamics of the original, production Chrysler Airflow which was built between 1934 and 1937. The all-electric show car was widely expected to go into production about now, but the "very favorable response" it got from the public was something that actually worried Chrysler executives who questioned whether the design would seem dated by the time it got into production. "Maybe we're not being innovative and creative enough," Feuell said during an interview at the Chrysler 100 birthday bash. "We felt we needed to take more risks," Feuell said. The Chrysler management team decided to send Stellantis global design chief Ralph Gilles and his team back to the drawing board. For his part, Gilles felt it was fortuitous timing. Airflow was designed to be all-electric. But as the product development team started over, parent Stellantis was just finishing up development on a series of new "architectures." The STLA Large platform was designed to be "multi-energy," meaning it could use a variety of different powertrain technologies, from conventional internal combustion to battery-electric, and an assortment of "hybridized" options in between. It was "perfect for the market," said Gilles. Now, they just needed to push the design envelope ever further. They did it with Halcyon, a concept that made its debut in February 2024. Like Airflow, the four-door Chrysler Halcyon Concept put a premium on range-extending aerodynamics. But it was designed to push the comfort level with features like its ""air blade" front end literally knifes through the air, reducing turbulence as air flows over the show car's steeply raked windshield. Narrow side mirrors further reduce drag. At highway speeds, Halcyon rides just four inches off the road surface, another aero-enhancing feature. Air curtains reduce turbulence around the front wheels. The show car has been clearly polarizing, though it seems to be growing on reviewers, and the public, according to both Feuell and Gilles. Clearly, the concept pushes things a little too far for most applications to go into production – with features like its rear "suicide" doors, camera mirrors and a yoke replacing the conventional steering wheel. But the basic design theme is the model for an upcoming wave of new Chrysler products. That will start with a complete makeover of the Pacifica coming in 2026. The new minivan is "inspired by Halcyon," said Feuell, noting that Chrysler obviously had to hew to the unique customer needs that define a modern family-mover. But the new Airflow will utilize key design cues from the concept vehicle to deliver greater energy efficiency than the outgoing model. While the CEO wouldn't discuss specific details, she confirmed that the next-gen Pacifica Hybrid package will get an upgrade to its plug-in drive that will yield more than the current PHEV's 32 miles per charge. That will be helped by a planned switch from today's 400-volt electrical system to an 800-volt architecture that should also quicken charging times, several insiders suggested. At least two other new Chrysler products are in the works, said Fuell. "We need to be in at least three segments for the Chrysler brand to continue to grow and thrive." That's on top of other potential variants on those three product lines. What Feuell described as "our first new model in more than 10 years" will be a D-segment crossover also based off the STLA Large – pronounced "Stella-Large" – platform. Think of products like the Hyundai Santa Fe or BMW X5, among many others, though the Chrysler CEO stressed that the design will "be a vast departure from the sea of sameness" that has become the norm with today's EVs and crossovers. "It has to be gorgeous and compelling," added Gilles, "a vehicle that ages well." As for the third Chrysler product, final development is still underway, but the Stellantis brand is clearly aiming for a "segment-buster" that won't fall into any easy niche. This one very well could come closer to a production version of the Halcyon Concept. There's "a lot of white space (Chrysler) can serve" that fellow Stellantis brands Jeep, Dodge and Ram "can't" said Gilles, because of their narrowly defined missions. "We're looking for the gaps that aren't being served and which may not fall into current segments." When the Airflow concept first appeared, Chrysler laid out a course that was expected to transform it into an all-electric brand by the end of the decade. As we're seeing across the industry, management is backing away from that commitment, and STLA Large and other new Stellantis platforms give it more flexibility to meet shifting market demands. A year ago, Filosa – then head of the Jeep brand – told me that Stellantis was working up six distinct powertrain technologies: ICE, mild, conventional and plug-in hybrids, range-extenders and pure battery-electric. Future products, he said, would be offered with as many as three of those options. That, said Feuell, is the approach going forward, now that Filosa is running the whole show. The upcoming, Halcyon-based SUV, for one, initially will launch with some sort of hybrid drive package, Feuell revealed, followed by a gas-only model. Later on, Chrysler will add an all-electric package. In the months after Stellantis was formed by the merger of Fiat Chrysler Automobiles and France's Groupe PSA, Tavares insisted the Euro-American automakers had the resources to support all 14 of its global brands. As its sales and earnings tumbled last year, he began having second thoughts. "We cannot afford to have brands that do not make money," Tavares said during a second-quarter 2024 earnings call. "If they don't make money, we'll shut them down." Tavares unexpectedly handed in his resignation last December, following a dispute with the Stellantis board over his proposed turnaround plan. Now, with Filosa stepping into his shoes, there's been speculation the new CEO might have to serve as brand executioner. Among the marques most frequently cited are Fiat, Lancia and Chrysler. For her part, Feuell puts on a brave face. "There's never be one conversation among our executive teams about Chrysler going away," she said last week, insisting, Filosa "has been an enthusiastic supporter of Chrysler." Whether the brand retains the new CEO's support will be put to the test in short order as Chrysler finally starts rolling out its much-needed new products. Copyright 2025 The Arena Group, Inc. All Rights Reserved.
USA Today
05-06-2025
- Automotive
- USA Today
Chrysler CEO discusses future of brand as it approaches 100th birthday
Chrysler CEO discusses future of brand as it approaches 100th birthday Show Caption Hide Caption Stellantis: The automaker's history, legacy Explore the history of Stellantis, the automotive giant formed in 2021 through the merger of Fiat Chrysler Automobiles and PSA Group. Chrysler was incorporated on June 6, 1925. Chrysler's future has been in question, but the brand CEO says new vehicles are on the way. Chris Feuell has heard speculation about the future of Chrysler before. The CEO of the brand that is on the edge of its 100th anniversary has been asked about this periodically since she took the helm in 2021. Chrysler, which once stood on its own as a member of the Detroit Three, is one of numerous brands within Stellantis. Feuell's response to that speculation is forward-looking even as it acknowledges a reality. 'The question about Chrysler's future and viability is one that seems to come up in various news articles on a weekly basis,' she said. 'That has not come up once in my conversations with Antonio or others in the leadership team. I understand the curiosity regarding: Can a company really sustain 14 brands? It's lot of mouths to feed, and that is true, but for Chrysler there is a belief in our positioning strategy.' 'Antonio' is Antonio Filosa, the newly named Stellantis CEO, who was still chief operating officer for the Americas and chief quality officer at the company when Feuell spoke to the Free Press on May 23. Will the Chrysler 300 inspire a new vehicle? Chrysler's legacy is real, but the brand name today is limited to minivans, a segment that the company started with the 1984 model year. Feuell, who noted a lack of investment in the brand for two decades, reiterated that Chrysler will launch a crossover vehicle, but that's now set for 2027 (it's expected to be shown in 2026) rather than this year. The Pacifica minivan is also due for a refresh early next year. A vehicle 'inspired by' the futuristic-looking Halcyon concept car, unveiled early last year, is planned, although Feuell didn't offer a date. The vehicle would be an answer to the customers and dealers who want to see a return of the discontinued 300 sedan, but it's not clear that's what the vehicle would be called. 'I believe the car segment is ripe for growth and resurgence,' Feuell said. She described a 'high level of confidence in our road map and ability to launch these products.' Plans for the entire portfolio to go all electric have been scrapped in favor of 'multienergy' options. The crossover will launch as a hybrid with the capability to go electric, she said. But Chrysler's automotive heritage also warrants attention, according to Feuell. In case you missed it: Ford has some pretty famous cars stored in a new fleet. Here's a peek at some 'There are very few brands or companies that have had the strength or horsepower to last 100 years,' she said. In the months ahead, a number of celebrations are planned for the Chrysler 100th, including an event with journalists at Belle Isle that promises to highlight more than 20 historic Chrysler concept and production vehicles. And significantly for Chrysler fans, the Carlisle Chrysler Nationals in Pennsylvania July 11-13 is expected to showcase a narrated parade of Chrysler-related vehicles, memorabilia, including Walter P. Chrysler's toolbox, and meet-and-greets with Frank Rhodes, who is Chrysler's great-grandson, and other automotive notables. Rhodes has long been an advocate for preserving the brand and boosting its profile. He was concerned about its future prior to the merger of Fiat Chrysler Automobiles and Peugeot maker PSA Group that created Stellantis in 2021, and he's remained so. A commitment from Filosa He caused a stir last year with a proposal to save Chrysler and Dodge with U.S. ownership, prompting a statement of commitment from the company. More recently, following a Free Press article by auto reviewer Mark Phelan suggesting the next Stellantis CEO consider axing Chrysler, Rhodes reached out to express his concerns to Filosa. Rhodes was pleased to share that the response he received from Filosa noted that 'Chris and I are just as committed to Chrysler's future as you are, and we have great plans in place to support Chrysler's future. Stay tuned!' Rhodes recalled what his grandmother, Bernice Chrysler Garbisch, told him before she died in 1979 that he should do what he can to 'keep the engine running.' It's a request he's tried to honor. Rhodes, a furniture-maker in Maryland, has long argued that Chrysler should be able to thrive with the right investment and vehicle offerings. It was overshadowed, for instance, when Fiat Chrysler Automobiles, then-led by Sergio Marchionne, elevated brands like Alfa Romeo and Fiat instead. Rhodes said he understands the leaders of what by then had become an international company had that right, but 'Chrysler's been here a long time' even though it's 'burned through' a few of its 'nine lives.' Those would probably include a 2008 bankruptcy and 1979 government bailout. But Chrysler also has quite a heritage from its incorporation "from the assets of the Maxwell Motor Co." on June 6, 1925. Among its innovations and vehicles, the company highlighted a few this year ahead of the New York International Auto Show, including: 1924 Chrysler Six, 'a light, powerful vehicle equipped with a groundbreaking L-head six-cylinder engine and four-wheel hydraulic brakes — an uncommon feature in the 1920s.' 1934 Chrysler Airflow, 'the first production vehicle designed in a wind tunnel, in a new facility built by Chrysler at its Highland Park, Michigan, headquarters. Wind tunnel testing inspired the Airflow's modified teardrop shape and resulted in a vehicle that represented future design and engineering advances.' The Hemi engine, which dates to 1951 and the Chrysler Firepower V-8. The Chrysler 300 in 1955 was 'one of the first muscle cars … The hardtop contained a 300-horsepower HEMI V-8, with solid valve lifters and dual four-barrel carburetors, the most powerful full-size car in the world.' Chrysler's innovations over the years are the kinds of things that Bill Adams Jr., president of the WPC Club (named for Walter P. Chrysler) noted when he was asked about the company's significance. He pointed to Chrysler's role as an engineering company focused on innovation. Chrysler has faced many odds over the years. In response, 'they've made bold moves in the industry, and it has worked out for them,' Adams said, suggesting that Chrysler is once again at such a juncture. The WPC Club has about 4,000 members/enthusiasts. Adams, who's based in Oakdale, California, called it a social club interested in preserving the history of the many brands associated with Chrysler over the years. "If Chrysler doesn't make it, the legacy's going to be left to us enthusiasts to keep it alive," he said. Contact Eric D. Lawrence: elawrence@ Become a subscriber. Submit a letter to the editor at
Yahoo
05-06-2025
- Automotive
- Yahoo
Chrysler CEO discusses future of brand as it approaches 100th birthday
Chris Feuell has heard speculation about the future of Chrysler before. The CEO of the brand that is on the edge of its 100th anniversary has been asked about this periodically since she took the helm in 2021. Chrysler, which once stood on its own as a member of the Detroit Three, is one of numerous brands within Stellantis. Feuell's response to that speculation is forward-looking even as it acknowledges a reality. 'The question about Chrysler's future and viability is one that seems to come up in various news articles on a weekly basis,' she said. 'That has not come up once in my conversations with Antonio or others in the leadership team. I understand the curiosity regarding: Can a company really sustain 14 brands? It's lot of mouths to feed, and that is true, but for Chrysler there is a belief in our positioning strategy.' 'Antonio' is Antonio Filosa, the newly named Stellantis CEO, who was still chief operating officer for the Americas and chief quality officer at the company when Feuell spoke to the Free Press on May 23. Chrysler's legacy is real, but the brand name today is limited to minivans, a segment that the company started with the 1984 model year. Feuell, who noted a lack of investment in the brand for two decades, reiterated that Chrysler will launch a crossover vehicle, but that's now set for 2027 (it's expected to be shown in 2026) rather than this year. The Pacifica minivan is also due for a refresh early next year. A vehicle 'inspired by' the futuristic-looking Halcyon concept car, unveiled early last year, is planned, although Feuell didn't offer a date. The vehicle would be an answer to the customers and dealers who want to see a return of the discontinued 300 sedan, but it's not clear that's what the vehicle would be called. 'I believe the car segment is ripe for growth and resurgence,' Feuell said. She described a 'high level of confidence in our road map and ability to launch these products.' Plans for the entire portfolio to go all electric have been scrapped in favor of 'multienergy' options. The crossover will launch as a hybrid with the capability to go electric, she said. But Chrysler's automotive heritage also warrants attention, according to Feuell. In case you missed it: Ford has some pretty famous cars stored in a new fleet. Here's a peek at some 'There are very few brands or companies that have had the strength or horsepower to last 100 years,' she said. In the months ahead, a number of celebrations are planned for the Chrysler 100th, including an event with journalists at Belle Isle that promises to highlight more than 20 historic Chrysler concept and production vehicles. And significantly for Chrysler fans, the Carlisle Chrysler Nationals in Pennsylvania July 11-13 is expected to showcase a narrated parade of Chrysler-related vehicles, memorabilia, including Walter P. Chrysler's toolbox, and meet-and-greets with Frank Rhodes, who is Chrysler's great-grandson, and other automotive notables. Rhodes has long been an advocate for preserving the brand and boosting its profile. He was concerned about its future prior to the merger of Fiat Chrysler Automobiles and Peugeot maker PSA Group that created Stellantis in 2021, and he's remained so. He caused a stir last year with a proposal to save Chrysler and Dodge with U.S. ownership, prompting a statement of commitment from the company. More recently, following a Free Press article by auto reviewer Mark Phelan suggesting the next Stellantis CEO consider axing Chrysler, Rhodes reached out to express his concerns to Filosa. Rhodes was pleased to share that the response he received from Filosa noted that 'Chris and I are just as committed to Chrysler's future as you are, and we have great plans in place to support Chrysler's future. Stay tuned!' Rhodes recalled what his grandmother, Bernice Chrysler Garbisch, told him before she died in 1979 that he should do what he can to 'keep the engine running.' It's a request he's tried to honor. Rhodes, a furniture-maker in Maryland, has long argued that Chrysler should be able to thrive with the right investment and vehicle offerings. It was overshadowed, for instance, when Fiat Chrysler Automobiles, then-led by Sergio Marchionne, elevated brands like Alfa Romeo and Fiat instead. Rhodes said he understands the leaders of what by then had become an international company had that right, but 'Chrysler's been here a long time' even though it's 'burned through' a few of its 'nine lives.' Those would probably include a 2008 bankruptcy and 1979 government bailout. But Chrysler also has quite a heritage from its incorporation "from the assets of the Maxwell Motor Co." on June 6, 1925. Among its innovations and vehicles, the company highlighted a few this year ahead of the New York International Auto Show, including: 1924 Chrysler Six, 'a light, powerful vehicle equipped with a groundbreaking L-head six-cylinder engine and four-wheel hydraulic brakes — an uncommon feature in the 1920s.' 1934 Chrysler Airflow, 'the first production vehicle designed in a wind tunnel, in a new facility built by Chrysler at its Highland Park, Michigan, headquarters. Wind tunnel testing inspired the Airflow's modified teardrop shape and resulted in a vehicle that represented future design and engineering advances.' The Hemi engine, which dates to 1951 and the Chrysler Firepower V-8. The Chrysler 300 in 1955 was 'one of the first muscle cars … The hardtop contained a 300-horsepower HEMI V-8, with solid valve lifters and dual four-barrel carburetors, the most powerful full-size car in the world.' Chrysler's innovations over the years are the kinds of things that Bill Adams Jr., president of the WPC Club (named for Walter P. Chrysler) noted when he was asked about the company's significance. He pointed to Chrysler's role as an engineering company focused on innovation. Chrysler has faced many odds over the years. In response, 'they've made bold moves in the industry, and it has worked out for them,' Adams said, suggesting that Chrysler is once again at such a juncture. The WPC Club has about 4,000 members/enthusiasts. Adams, who's based in Oakdale, California, called it a social club interested in preserving the history of the many brands associated with Chrysler over the years. "If Chrysler doesn't make it, the legacy's going to be left to us enthusiasts to keep it alive," he said. Contact Eric D. Lawrence: elawrence@ Become a subscriber. Submit a letter to the editor at This article originally appeared on Detroit Free Press: Chrysler CEO discusses future of brand as it approaches 100th birthday Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Yahoo
05-06-2025
- Automotive
- Yahoo
Chrysler CEO discusses future of brand as it approaches 100th birthday
Chris Feuell has heard speculation about the future of Chrysler before. The CEO of the brand that is on the edge of its 100th anniversary has been asked about this periodically since she took the helm in 2021. Chrysler, which once stood on its own as a member of the Detroit Three, is one of numerous brands within Stellantis. Feuell's response to that speculation is forward-looking even as it acknowledges a reality. 'The question about Chrysler's future and viability is one that seems to come up in various news articles on a weekly basis,' she said. 'That has not come up once in my conversations with Antonio or others in the leadership team. I understand the curiosity regarding: Can a company really sustain 14 brands? It's lot of mouths to feed, and that is true, but for Chrysler there is a belief in our positioning strategy.' 'Antonio' is Antonio Filosa, the newly named Stellantis CEO, who was still chief operating officer for the Americas and chief quality officer at the company when Feuell spoke to the Free Press on May 23. Chrysler's legacy is real, but the brand name today is limited to minivans, a segment that the company started with the 1984 model year. Feuell, who noted a lack of investment in the brand for two decades, reiterated that Chrysler will launch a crossover vehicle, but that's now set for 2027 (it's expected to be shown in 2026) rather than this year. The Pacifica minivan is also due for a refresh early next year. A vehicle 'inspired by' the futuristic-looking Halcyon concept car, unveiled early last year, is planned, although Feuell didn't offer a date. The vehicle would be an answer to the customers and dealers who want to see a return of the discontinued 300 sedan, but it's not clear that's what the vehicle would be called. 'I believe the car segment is ripe for growth and resurgence,' Feuell said. She described a 'high level of confidence in our road map and ability to launch these products.' Plans for the entire portfolio to go all electric have been scrapped in favor of 'multienergy' options. The crossover will launch as a hybrid with the capability to go electric, she said. But Chrysler's automotive heritage also warrants attention, according to Feuell. In case you missed it: Ford has some pretty famous cars stored in a new fleet. Here's a peek at some 'There are very few brands or companies that have had the strength or horsepower to last 100 years,' she said. In the months ahead, a number of celebrations are planned for the Chrysler 100th, including an event with journalists at Belle Isle that promises to highlight more than 20 historic Chrysler concept and production vehicles. And significantly for Chrysler fans, the Carlisle Chrysler Nationals in Pennsylvania July 11-13 is expected to showcase a narrated parade of Chrysler-related vehicles, memorabilia, including Walter P. Chrysler's toolbox, and meet-and-greets with Frank Rhodes, who is Chrysler's great-grandson, and other automotive notables. Rhodes has long been an advocate for preserving the brand and boosting its profile. He was concerned about its future prior to the merger of Fiat Chrysler Automobiles and Peugeot maker PSA Group that created Stellantis in 2021, and he's remained so. He caused a stir last year with a proposal to save Chrysler and Dodge with U.S. ownership, prompting a statement of commitment from the company. More recently, following a Free Press article by auto reviewer Mark Phelan suggesting the next Stellantis CEO consider axing Chrysler, Rhodes reached out to express his concerns to Filosa. Rhodes was pleased to share that the response he received from Filosa noted that 'Chris and I are just as committed to Chrysler's future as you are, and we have great plans in place to support Chrysler's future. Stay tuned!' Rhodes recalled what his grandmother, Bernice Chrysler Garbisch, told him before she died in 1979 that he should do what he can to 'keep the engine running.' It's a request he's tried to honor. Rhodes, a furniture-maker in Maryland, has long argued that Chrysler should be able to thrive with the right investment and vehicle offerings. It was overshadowed, for instance, when Fiat Chrysler Automobiles, then-led by Sergio Marchionne, elevated brands like Alfa Romeo and Fiat instead. Rhodes said he understands the leaders of what by then had become an international company had that right, but 'Chrysler's been here a long time' even though it's 'burned through' a few of its 'nine lives.' Those would probably include a 2008 bankruptcy and 1979 government bailout. But Chrysler also has quite a heritage from its incorporation "from the assets of the Maxwell Motor Co." on June 6, 1925. Among its innovations and vehicles, the company highlighted a few this year ahead of the New York International Auto Show, including: 1924 Chrysler Six, 'a light, powerful vehicle equipped with a groundbreaking L-head six-cylinder engine and four-wheel hydraulic brakes — an uncommon feature in the 1920s.' 1934 Chrysler Airflow, 'the first production vehicle designed in a wind tunnel, in a new facility built by Chrysler at its Highland Park, Michigan, headquarters. Wind tunnel testing inspired the Airflow's modified teardrop shape and resulted in a vehicle that represented future design and engineering advances.' The Hemi engine, which dates to 1951 and the Chrysler Firepower V-8. The Chrysler 300 in 1955 was 'one of the first muscle cars … The hardtop contained a 300-horsepower HEMI V-8, with solid valve lifters and dual four-barrel carburetors, the most powerful full-size car in the world.' Chrysler's innovations over the years are the kinds of things that Bill Adams Jr., president of the WPC Club (named for Walter P. Chrysler) noted when he was asked about the company's significance. He pointed to Chrysler's role as an engineering company focused on innovation. Chrysler has faced many odds over the years. In response, 'they've made bold moves in the industry, and it has worked out for them,' Adams said, suggesting that Chrysler is once again at such a juncture. The WPC Club has about 4,000 members/enthusiasts. Adams, who's based in Oakdale, California, called it a social club interested in preserving the history of the many brands associated with Chrysler over the years. "If Chrysler doesn't make it, the legacy's going to be left to us enthusiasts to keep it alive," he said. Contact Eric D. Lawrence: elawrence@ Become a subscriber. Submit a letter to the editor at This article originally appeared on Detroit Free Press: Chrysler CEO discusses future of brand as it approaches 100th birthday Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
