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Chrysler May Hang Around as a Mobility Brand

Chrysler May Hang Around as a Mobility Brand

Last week Fiat Chrysler Automobiles spilled its guts with its new five-year plan. While rumors suggested the company may announce the minimization or elimination of the Chrysler brand, that didn’t happen. Instead, there was simply no mention of Dodge or Chrysler at the event.

Despite the silence, neither brand is apparently dying. A new report from AutoCar suggests the Chrysler name will hang around for specific duty: as a mobility brand.  It’s a specific role for the brand that actually makes some sense given FCA’s tie-up with Alphabet’s Waymo self-driving car project.

FCA and Waymo have announced plans for FCA to provide up to 62,000 Chrysler Pacifica models as Waymo ramps up its own self-driving ride sharing program. Waymo alone may be enough of a customer to justify Chrysler’s continued existence.

FCA CEO Sergio Marchionne made a brief mention of the two U.S. brands during the five-year plan rollout.

“Dodge needs to continue the particular space as a performance brand, and we need to continue to build on that core skill. The minivan business space will be filled by Chrysler, filling the mobility solution in the US market.”

“Those two brands are not in question but they’re local NAFTA brands, and need to be developed for local market conditions. Our view is that 70 percent of the US market is already non-sedan, so to try and build traditional sedans is not helpful. Brands like Dodge can play a role there because of their performance heritage.”

Today’s Chrysler brand is comprised of only the 300 sedan and Pacifica minivan. Marchionne has hinted that even the 300 may not return when its Dodge siblings, the Charger and Challenger, are remodeled.

 





 

About Nick Saporito

AutoVerdict Senior Editor Nick Saporito began writing about cars at age 13. Nick ran a couple of automotive enthusiast sites for several years, before taking some time off to focus on his career and education. By day he's a marketing executive in the telecom world and by night he hangs out here at AV. You'll find him focusing on tech, design and the industry's future.
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 One Comment

  1. Jun 13, 2018 at 3:03 am

    Does anyone know how flexible the Giorgio platform is? I assume it's expensive but does it have the capacity to grow?

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 Latest Forum Messages
  1. Andrew_L
    CobaltSSKing
    So FCA isn’t putting any more money into developing Chrysler and they need to still find a new platform for the dodge cars. Though they plan to update the existing platform yet again.


    A platform that's been around since the dawn of time.
    CobaltSSKing
    So FCA isn’t putting any more money into developing Chrysler and they need to still find a new platform for the dodge cars. Though they plan to update the existing platform yet again.
    Andrew_L
    Tone
    I recall that, but they never had the mainstream product. The Pacifica is more expensive -- at least in terms of base price -- than the Grand Caravan it replaces. And the 300 wasn't really a mainstream car; that's the Charger's role in base form. So, brand-wise, they are kind of in a grey area which could easily be defined by rolling out the right product.

    It does help that the Pacifica received pretty decent reviews, is competitive in its segment, and is still reasonably new.


    That's very true. But 300 isn't going to be around much longer from what it sounds like.
    Dequindre
    That's an interesting idea.
    Tone
    Andrew_L
    That's if they move Chrysler back to the premium segment last update on that was that Chrysler was a mainstream brand to compete with Ford, Honda, and Toyota.


    I recall that, but they never had the mainstream product. The Pacifica is more expensive -- at least in terms of base price -- than the Grand Caravan it replaces. And the 300 wasn't really a mainstream car; that's the Charger's role in base form. So, brand-wise, they are kind of in a grey area which could easily be defined by rolling out the right product.

    It does help that the Pacifica received pretty decent reviews, is competitive in its segment, and is still reasonably new.
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