The brand Chrysler was almost on the verge of disappearing from existence but it seems like it’s not the end for the brand yet. On the outskirts of Amsterdam, an event was held, where they discussed the product strategy for Stellantis’ future, a 14-brand empire. The CEO of the company Carlos Tavares spoke at the event saying that Chrysler was former FCA’s emotional pillar. Tavares further said that it was imperative that the brand was given a future and the chance to bounce back. He completed the note by saying that the Chrysler cars looked really gorgeous and that the brand would be re-launched.
Entry Into Electric
The initial models of this brand are expected to be a compact electric crossover titled Airflow. It is said to be competing with brands like Tesla Model Y, Volvo XC40 Recharge, and Ford Mustang Mach-E. Stellantis has named the strategic plan for the company as Dare Forward 2030. Tavares said that Chrysler will go electric by the year 2028. However, the brand’s overall target for America, with respect to all its brands, is to receive 50% of its total sales from light-duty trucks and passenger vehicles by 2030.
Fiat Not a Priority Right Now
There are no plans yet for reviving Fiat in the U.S. yet. Tavares has mentioned that they are yet to devise a strategy that will help the brand get their sales up. There are ideas about how it can be done but they are yet to be formalized. The brand currently only sells its 500X crossover.
In regards to the brand strategy in the U.S., Tavares mentioned that they intend to make investments in their American brands. However, they do not intend to bring in more brands right now to this country. They are happy with what they currently have.