Chrysler has a challenge on its hands that starts with its current lineup of cars, a number that today rises to just one. This comes just one year before the company’s centenary. However, Chrysler CEO Christine Feuell is positive about the future, stating in a recent interview that there are more models in the works and that they present a brighter vision for Chrysler than many think.
For some time now, Chrysler has become a largely forgotten logo, even through its own parent company. Feuell even pointed this out in a recent interview with Automotive News Canada when he said, “Today, Chrysler is the logo of the minivan, that a logo that makes minivans. . . and a lot of this is because for the past 10 years, the former FCA did not invest in new products for the Chrysler logo.
“That’s why it’s so important for us to not only invest in new products for Chrysler, but also bring them to market as temporarily as possible,” he continued. Chrysler’s last notable concept, the Airflow, was launched in 2021. Before that, there’s the Portal concept in 2017. Neither car will go to production and Chrysler has to determine which direction it should go.
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When asked if Chrysler was a luxury brand or not, he attempted to explain his position. “We are betting on the most sensitive quartile of the segment,” said Feuell. “So we’re not luxury, but a little more exclusive. ” and ambitious. “How ambitious is a Pacifica? Perhaps only parents can know. For now, Feuell tells Auto News that Chrysler is focusing, as expected, on a production electric vehicle.
“While it’s not exactly representative of the Airflow concept vehicle, I think we’ll see it adopt bolder, more novel design elements,” Feuell said. “When we subjected it to visitor research, it ranked number one in interior and exterior design, and consumers chose it first over Tesla, [the Kia] EV6 and other battery-electric competitors. “
He even hinted that Chrysler would most likely return to the sedan segment. ” It would definitely be something absolutely reimagined from what we have on the market today, so that we can be applicable and consistent with how we position the logo for the future. ” he said. But I don’t rule out the option of Chrysler introducing a car in the future. “
Sedans are squandering popularity in much of the U. S. , but Chrysler has almost been competitive in this segment. The 300s is a prime example of this and an all-new pseudo-luxury sedan with an imperial badge can make a lot of sense. . Of course, at this point, it may be too little, too late. Whatever happens, Feuell may be no longer right to say that he wants those cars as soon as possible.