Opinion: Chrysler Doesn't Have to Die

There's been rumors swirling that Chrysler may be hanging on by a thread since really its hardly a full brand anymore. In the U.S., Chrysler only has the 300, which is extremely old now, and the Pacifica minivan, which Chrysler is milking into 3 different models: the Pacifica, Pacifica Plug-In Hybrid and Voyager. Considering how complete Chrysler's lineup was in the 2000s, this is sad... And the pending FCA merger with PSA as Stellantis is not helping Chrysler's future. Buick's lineup was in a similar position in 2009 - they made only the LaCrosse, Enclave and Lucerne. But Buick rebounded to have a full lineup just a few years later and is now focusing on SUVs in today's market. In my opinion, Chrysler doesn't have to die. Here's what I'm thinking...

Chrysler needs a new Aspen
with their current design language.

Chrysler's lineup is missing one key thing: CROSSOVERS! Its been several years since the 200 sedan left the lineup and sedans aren't even hot like that anymore. Clearly SUVs are the answer. And what I'm not quite sure about is that its not like FCA didn't have the platforms or vehicles to give Chrysler a crossover before now. They could've made a compact Chrysler crossover based off of the Jeep Cherokee's platform, or even a new midsize SUV based off of the Durango (which they already did in the 2000s - the Aspen... just revive the name!). In reality, Chrysler's future should be relatively bright, not bleak, because the Stellantis merger will give FCA access to even more global platforms to make new Chrysler vehicles. Imagine a Peugeot-based entry-level luxury crossover as a Chrysler! I think that'd be cool, and that's the demographic space I honestly believe Chrysler needs to be playing in to be playing in for success moving forward (along with a dose of electrification, for good measure).

I hate to hear about car brands potentially being on the chopping block. Its part of what has motivated me to become a market analyst in the automotive industry. I'm hoping that Chrysler and all of FCA's current brands, like Dodge as well, get a fair shake after the FCA-PSA merger is complete.

UPDATE 2/15/21: Stellantis says that all of the brands under its portfolio will get a shot at being successful. However, that must not include the SRT performance division, because word is that SRT has been disbanded by Stellantis.

Copyright © 2021 Adam's Autos, All Rights Reserved.