Chrysler is currently facing an existential crisis, with nothing but minivans in its portfolio, so it can rest assured that it was one of the brands Stellantis recently threatened to shut down if they don’t change things.
Frank B. Rhodes Jr., the great-grandson of Chrysler founder Walter P. Chrysler, is outraged by the lack of support from the automaker and has now put forward a proposal to save the traditional brand together with Dodge. He also does not like the transition to electric vehicles.
“We understand the importance of embracing new technologies and meeting global sustainability demands,” Rhodes wrote in a letter to Stellantis CEO Carlos Tavares and Chrysler CEO Christine Feuell. “However, we must not lose sight of the heritage and unique appeal of Chrysler and Dodge that have distinguished these brands for decades.”
His views and ideas are largely reflected in the following video, which has been posted online:
Essentially, Rhodes is proposing the creation of a new company called “THE NEW CHRYSLER/DODGE, LLC.” The company would preserve the distinctiveness of the Chrysler and Dodge brands while integrating new technologies, balancing innovation with tradition, and “ensuring that our customers see us as a brand that respects its roots while looking to the future.”
The goal is to “bring these iconic American brands back under American control” while restoring their heritage and independence, “to allow them to thrive with a renewed focus on their American roots,” Rhodes explains. One of his wishes, for example, is to “introduce hybrid versions of classic models that could serve as a bridge between the past and the future.”
Photo: Antoine Joubert
Affordability is also an issue he wants to address. “With interest rates high and vehicle prices rising, it is crucial to offer our customers affordable options,” Rhodes stresses. “Our goal is to offer a range of vehicles to suit different budgets without compromising on quality or performance.”
The great-grandson of Walter P. Chrysler is openly seeking investors and calling on the loyal community of Chrysler and Dodge fans and employees to save the brands. Will it work? We suspect time will tell. Let’s wait and see if Tavares and his company respond to the plan.
By the way, Chrysler will be 100 years old next year and a celebration is scheduled to take place during the Carlisle Chrysler Nationals from July 11-13, 2025.
