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Rumor: Plans for a Chrysler re-launch

by David Zatz on

Word from insiders is that FCA is planning a Chrysler resurgence — which should come as no surprise after years of Super Bowl ads that played on America’s heart-strings in an emotional appeal to “import from Detroit.” These ads transformed Chrysler from being a basket case to a point of pride for many buyers, though the public perception is likely still fairly poor.


The official investors’ presentations already note the Chrysler 100, 200, and 300, with a planned minivan and possible Pacifica-like, minivan-based large crossover, which would be an obvious choice given the burgeoning market. This would be different from Durango or Wagoneer in its intent: Durango is a rear wheel drive SUV, Wagoneer will be off-road oriented at least in Trailhawk trim (and also rear wheel drive), but a Chrysler crossover would be front/all wheel drive and not intended for towing or offroad use. This would allow it to be lighter and lower to the ground.

Chrysler will essentially be re-re-launched, and while the brand is not expected to become a direct competitor for Cadillac or BMW, it will attempt to command more premium pricing than it does now. A possible full line is being hinted at, according to one insider, with a clear set of rules guiding designers, engineers, and planners.

The new Chrysler will reportedly be simple, elegant, and consistent, with an attempt to be unique as well. Whether the brand can carry through remains to be seen.

David Zatz founded Allpar in 1998 (based on a site he had begun in 1993-94), after years of writing reviews for retail trades. He has been quoted by the New York Times, the Daily Telegraph, the Detroit News, and USA Today. Before making Allpar a full-time career, he was a consultant in organizational psychology. You can reach him by using our contact form (much preferred) or by calling (313) 766-2304

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