For decades, Chrysler has been one of the defining names in American automotive history, standing as a pillar of innovation, design and forwarding thinking. The list of great Chrysler products over the years is truly stunning – everything from the pre-war Chrysler Airflow to 1960s Imperials and the late-great Dodge Viper and Challenger places this brand as having one of the best portfolios out there.
However, in recent years, the company has faced a series of challenges that have raised serious questions about its long-term viability. Now under the Stellantis umbrella, Chrysler remains a diminished brand with only a handful of models, an uncertain product roadmap, and a shrinking market presence. With the launch of the all-electric Dodge Charger, Stellantis is attempting to reinvigorate its American brands, but doubts remain about Chrysler’s place in this new automotive landscape.
Chrysler’s Long Struggle and Brief History
Chrysler has been in survival mode for much of the 21st century. While the company was once known for its engineering prowess and bold styling, it has struggled with financial instability and leadership changes that have hindered long-term strategy. The 2008 financial crisis nearly destroyed Chrysler, leading to a government bailout and a subsequent takeover by Fiat. Under Fiat’s control, Chrysler saw some short-term success, especially with the Jeep and Ram brands, but the Chrysler name itself continued to lose relevance.
In 2021, Fiat Chrysler Automobiles (FCA) merged with PSA Group to form Stellantis, creating the world’s fourth-largest automaker by volume. While the merger benefited European brands like Peugeot and Citroën, Chrysler’s position within this new corporate structure was far from secure. Stellantis CEO Carlos Tavares has emphasized electrification and cost-cutting, but Chrysler remains underdeveloped compared to Stellantis’ more prominent brands.
Chrysler’s Shrinking Line-up and Identity Crisis
Chrysler’s biggest problem is its lack of a competitive line-up. As of 2025, the brand offers only one vehicle: the Pacifica, after the 300 sedan was phased out last year. While the Pacifica has been well-received, minivans represent a shrinking market segment, making it a weak foundation for sustaining an entire brand.
Chrysler’s historic strengths – full-size sedans, muscle cars, and luxury-adjacent models have been eroded by competition and shifting consumer preferences. Dodge has absorbed Chrysler’s performance DNA with the Charger and Challenger, while Jeep and Ram have become Stellantis’ cash cows in North America. Without a clear identity, Chrysler risks becoming an afterthought within its own parent company.
The Dodge Charger’s Electric Future and Its Implications
While Chrysler itself is floundering, one of its former flagship nameplates is undergoing a major transformation. The Dodge Charger, once a symbol of American muscle car heritage, is transitioning into an all-electric model. The new Dodge Charger will be the first electric muscle car from Stellantis, aiming to maintain the Charger’s aggressive styling and high performance in a zero-emission package.
The move to electrification is a necessary one, as Stellantis – like all major automakers – is preparing for a future dominated by EVs. However, it is also a controversial shift. Many die-hard muscle car enthusiasts have been sceptical of an electric Charger, fearing it will lack the character and raw power of its internal combustion predecessors. Stellantis is attempting to address these concerns by developing the "Fratzonic Chambered Exhaust," a system designed to replicate the sound of a V8. It is, however, still just an attempt at replicating the real thing, which will never be authentic and true to the enthusiast spirit.
The success of the electric Charger could have broader implications for Chrysler’s fate. If Dodge thrives in the EV era, it may leave Chrysler even further in the shadows. Chrysler currently has no major EVs in development beyond vague promises of an electric crossover by 2025, making it difficult to see how the brand fits into Stellantis’ electrification strategy.
The Path Forward
Despite the conglomerate’s repeated assurances that Chrysler will not be abandoned, there is little concrete evidence to suggest a meaningful revival is underway. The company has hinted at an electric line-up and concept vehicles like the Chrysler Airflow, but no firm production plans have been confirmed.
To survive, Chrysler needs a dramatic reinvention. Some possible directions for the brand could include becoming Stellantis’ dedicated EV brand, repositioned as the company’s primary electric brand in North America, much like Volkswagen has done with its ID line-up. However, this would require significant investment in new models and battery technology, something Stellantis has so far been reluctant to commit to.
They could, like Jaguar, start focusing on premium vehicles and bring back some mid-20th century aura and compete with brands like Lexus and Mercedes. This would align with Chrysler’s historical identity as a maker of upscale American vehicles, but it would also require a complete redesign of its line-up and significant investments.
Another possible path that has already been trodden by other manufacturers is expanding into SUVs and Crossovers. Given the booming popularity of SUVs, Chrysler could attempt to follow the trend by launching a range of premium crossovers, but the market is already packed with alternatives from Jeep, Cadillac, Lincoln, European and Japanese brands, all of which already have strong footholds in this space.
Will Stellantis Keep Chrysler Alive?
Stellantis has not been shy about cutting underperforming brands in the past. Lancia, once a legendary Italian brand, was reduced to a single model sold only in Italy. There is a real possibility that Chrysler could suffer a similar fate, kept alive in name only but with no real market presence outside of a token offering or two. Ultimately, Chrysler’s survival depends on whether Stellantis is willing to invest in its revival. Given the company’s focus on electrification and cost efficiency, Chrysler must prove that it can be a viable part of this future. If it fails to carve out a distinct niche, it may follow the path of Mercury, Plymouth, and Oldsmobile – once-iconic American brands that faded into irrelevance.
Conclusion
Chrysler is at a crossroads. Once a titan of the American auto industry, it now finds itself struggling for relevance within a corporate structure that prioritizes other brands. While Stellantis is pushing forward with electrification, Chrysler remains largely stagnant. The success of the new Dodge Charger EV will likely influence Chrysler’s fate, but without a clear vision or significant investment, its days as a standalone brand may be numbered.
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