Executives have devised a plan to revive Chrysler sales, which have declined by 80% in two decades.

The heyday of Chrysler appears long gone.

The once-diverse Chrysler Corporation, now a part of the larger Euro-American automaker, has been reduced to only two models, both of which are different versions of the same minivan.

In 2005, the Chrysler brand sold nearly 600,000 vehicles. However, by 2024, it had sold fewer than 125,000 vehicles, resulting in an 80% decline in two decades.

Ed Kim, president and chief analyst of AutoPacific, stated that Chrysler has been underinvested in for many years now.

Stellantis announced in July 2024 that it would evaluate the viability of its brands that were not generating profits.

Frank Rhodes Jr., a descendant of Walter P. Chrysler, who founded the company in 1925, was alarmed.

"Rhodes stated that the CEO mentioned the possibility of selling off underperforming brands, to which he responded, "I've had enough.""

In August, Stellantis agreed to sell the Chrysler and Dodge brands to Rhodes, who planned to form an investor group to purchase them.

But the company said none of its brands are for sale.

"Christine Feuell, Chrysler brand CEO, stated that she believes he was planting a seed or making a suggestion that if the intention was not to invest in Chrysler or Dodge going forward, perhaps another investor group could purchase the brands from Stellantis and ensure their survival. However, she assured that both brands have a bright future in the Stellantis portfolio."

Many times before, rumors have circulated that Chrysler is facing possible extinction.

""The Chrysler brand is not being eliminated and has a bright future, as it is being well invested in," Feuell stated."

In 2026, the Pacifica, a premium minivan option, will receive a refreshed exterior design and new powertrain options.

In 2024, Chrysler will release a large SUV and a coupe or sedan based on the Halcyon concept it unveiled.

Rhodes and other fans of the brand eagerly await the arrival of the product.

"He stated that there are individuals who desire to revive these brands and they must be preserved, as they are an integral part of our American legacy."

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