Chrysler Could Become Stellantis' New Guinea Pig Brand

1 month, 1 week ago - 10 June 2025, carbuzz

Change may be afoot for the struggling Chrysler sooner than expected, as Stellantis’ chief designer recently suggested the time was right for the American brand to “pivot” and potentially be used as a foundation on which its parent company could “experiment” with future products.

Speaking with Automotive News, Ralph Gilles explained that Chrysler, which celebrates its centenary this year but, sadly, currently produces just one model – the Pacifica minivan – is “ripe for a new chapter.” One that, potentially, could be the base for experimental models for the Stellantis group in a bid to pull consumers away from rival American brands Lincoln and Buick (or “brand-new conquest customers,” as Gilles himself puts it).

“I think it’s time for us to pivot. We’re going to try. We’re going to experiment with the brand. There is an unserved part of our portfolio in our showroom that our dealers have identified that we can maybe serve with Chrysler, so we’re in the process of experimenting.”

- Stellantis design chief Ralph Gilles speaking with Automotive News.

New Lease Of Life For Rudderless Chrysler

Though no further details have been officially shared, the above can only be seen as good news for Chrysler and comes just a few days after Gilles stated that Stellantis is “back on with Chrysler.” Since plans for the brand to go fully electric by 2028 were shelved, Chrysler has been largely rudderless. The final example of the one-time flagship 300 sedan, for example, rolled off the conveyor at the end of 2023, and since then, the only confirmed models set to be produced are a revised Pacifica minivan and a milksop 100th anniversary edition. It is also not yet known whether an all-electric version of the Pacifica, originally due to arrive in 2027 (one year after the model’s 10th birthday), is still on the cards.

The arrival of Antonio Filosa as Stellantis’ new CEO, meanwhile, seems to have rejuvenated interest in a brand that, according to the outgoing Carlos Tavares, only had a few years left to save itself. Indeed, recent speculation that Renault could join the Stellantis group – potentially at the expense of Chrysler – have been shot down once again.

First “Experiment” Could Be Halcyon Concept-Derived Sedan

Gilles’ enthusiasm for the 300 (the STR8 iteration of which he referred to “a beautiful blend of muscle and elegance” in recent interviews with The Drive), plus comments from Chrysler CEO Chris Fuell that two new vehicles are on their way, including a crossover and a sedan, has increased speculation that the first model for the “pivot”-ed Chrysler could be a replacement for the 300 heavily inspired by the Halcyon concept.

A Halcyon-esque production model would almost certainly be built on the same large ‘STLA’ Stellantis platform as the Dodge Charger Daytona, the new Jeep Cherokee, and the Jeep Wagoneer. Though “experimenting” means the brand could incorporate Stellantis’ medium-sized STLA platform as well – currently underpinning the not-for-North America Jeep Compass – it’s likely Chrysler will continue to prioritize premium sedans and crossovers for the North American market as Stellantis looks to carve a distinct niche for Chrysler alongside sister brands Ram, Jeep and Dodge in particular.