After 100 Years, Chrysler Is Basically Dead

Chrysler is a brand most people don’t think much about these days. While this marks 100 years since its founding, and parent company Stellantis is trying to get people to celebrate that, it feels more like a funeral than a birthday party.

Learn why people are panic buying cars.

Really, when you look back on everything Chrysler did over the years, it’s had a good life. Brandt Rosenbusch, an archivist and historian for Stellantis, goes through some of the highlights in a brief video as part of the 100 year celebration.

He notes the first car, the 1924 Chrysler, sat lower than competitors, used a high compression engine, and came equipped with four-wheel hydraulic brakes. It was an innovative yet affordable car for its time.

Even more impactful was the Chrysler Airflow, which was the first to be developed using a wind tunnel, all the way back in the 30s. It also came with a tubular steel frame for excellent structural rigidity, safety, and handling.

Then in the 50s the Chrysler 300 came out, the first production model to exceed 300-horsepower. IT was sophisticated as well as powerful, making a bold statement at a time when American automotive design was on a big upswing.

Of course, Chrysler launched the minivan into existence in 1984. While many mock the segment, it was an innovation that helped American families get around economically.

All those past accomplishments are wonderful. But what is Chrysler today?  

Go to the Chrysler website and just look at the model lineup. There are three minivans: the Pacifica, Pacifica Plug-In Hybrid, and Voyager (a Pacifica with a nose job). That’s it, three essentially identical minivans.

The good news is Chrysler absolutely dominates minivan sales. The bad news is minivans aren’t horribly popular.

Just what is Chrysler CEO Christine Feuell doing about the demise of the brand? Well, she’s talked a lot about taking down Tesla with non-existent Chrysler EVs. She also sat down for a promotional video to talk about all the innovations and technologies Chrysler launched into the market when she wasn’t in charge.

Chrysler has had a good run, but this might be its death rattle.

Image via Stellantis