Chrysler, one of North America’s most iconic car brands, is in a really tough situation. Stellantis’ entry on the scene has given the American company some oxygen. However, all the machinery must be put in place to carry out an ambitious strategic plan to prevent its disappearance.
Things are not going well at Chrysler. This brand, one of the most iconic and popular in the North American automotive industry, carries a long list of problems that must be solved in a short space of time if a dramatic outcome is not to be achieved. The launch of Stellantis, the new automotive colossus in which the Chrysler firm is integrated, has served to give some oxygen, or rather, room for maneuver.
A change in leadership at Chrysler has recently been announced, another sign that, behind the scenes, numerous changes are taking place with the aim of materializing a change of course. Christine Feuell has been named CEO of Chrysler. An appointment of vital importance to carry out the process of internal revolution that the company needs.
Christine Feuell will be in charge of the resurgence of Chrysler
Feuell is known in the American auto industry as a global marketing strategist for Ford. Last week he assumed his new position under the premise of reviving the brand. Much of the network of official Chrysler dealerships throughout the United States has seen this change in leadership as a sign that Stellantis will give Chrysler the care and investment it needs after years of great uncertainty.
It is important to note that, of the 14 brands brought together under the Stellantis umbrella, Chrysler was the only one without a permanent CEO. Tim Kuniskis held this position temporarily, and now he will focus exclusively on directing the Dodge firm, which is also experiencing its particular process of revolution.
Chrsyler needs new models to improve its sales
The historic brand has seen its sales in the United States 83% between the years 2005 and 2020. In the first half of 2021, 7 Jeep units and 6 RAM units were marketed for every Chrysler registered. These sales figures reflect the problems that have been dragging on. And this makes it possible to link directly with the short product offer.
If we focus exclusively on the United States, the Chrysler range consists of the Chrysler Pacifica, Chrysler 300 and Chrysler Voyager. Besides being very veteran models, none of them is an SUV. Specifically, we have two minivans (Pacifica and Voyager) and a sedan (300). That is why the entry into the scene of Stellantis opens the door to a great offensive of new models.
The latest reports that have seen the light recently suggest that among the new models that Chrysler will introduce includes an electrified crossover that will share a platform with the Dodge Charger. Such a vehicle will allow the brand to significantly expand its potential audience. In addition, it has been noted on several occasions that a good part of the new Chrysler models make use of technology from the defunct PSA.
The having been in a state of lethargy, has made Chrysler lose, to some extent, its own image compared to Dodge, Jeep and RAM. The next launches that the brand makes should be oriented to segments that offer great growth possibilities as well as profits to improve the company’s delicate accounts.