The Chrysler lineup has undergone significant changes and now features only one new model, a minivan, as production of the 300 sedan ceased along with the Dodge Charger and Challenger last year. Both American brands have seen their portfolios reduced under Stellantis, leading Walter P. Chrysler's great-grandson, Frank B. Rhodes, Jr., to consider purchasing them from the French automaker.
Rhodes created a brief video emphasizing the importance of safeguarding Chrysler and Dodge's future, heavily leaning on nostalgia by showcasing Chrysler's inaugural car from 1926 and its contributions to the US military during World War II. This approach may not appeal to forward-thinking investors.
There is no denying Chrysler Corporation's significant role in American history and innovation, but the automotive industry has evolved since Chrysler's inception almost a century ago, necessitating changes for Chrysler and Dodge. Rhodes is dissatisfied with their current trajectory under Stellantis and fears inadequate attention is being given to Chrysler.
Rhodes's proposal lacks specifics on how he intends to revitalize the Chrysler and Dodge brands by establishing a new Chrysler Corporation. He aims to strike a balance between innovation and tradition, such as introducing hybrid versions of classic models, focusing on high-performance vehicles, and offering more affordable options, echoing Matt McAlear's vision for Dodge.
Rhodes plans to acquire the Chrysler, Dodge, Plymouth, and Mopar brands, along with their operations, facilities, and employees, to form a new Chrysler Corporation, allowing Stellantis a profitable and dignified exit from ownership. He is optimistic that potential investors will recognize the value in reviving these brands, though mere hope and potential are insufficient to cover the costs.
