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While I think DS's design language fits Chrysler well, I think they should embrace a formal design language similar to Rolls Royce. They can use the DS4, DS7 and DS9 as design references, and then mix in some of their 50's and 60's styling with it. They need a competitive small hatchback, large sedan and large SUV. They should either use real names they've had before (Concorde, Aspen, Airflow, etc.) or create new ones. Names, no numbers- like Lincoln is doing, (and I think Cadillac is following). Chrysler needs to be positioned against Cadillac and Lincoln. This means that unlike the Germans, the ride of a Chrysler should be soft and pillowy.

Lincolns are sometimes criticized for riding too soft, but some people like it.

Just my opinion, but I would make Chrysler the king of range. Similar to how Dodge is the king of horsepower. (600, 700, 800+ miles of range for Chrysler models).

On my Behance page, I made a full, but now that I think about it: kind of crowded new lineup for them.

[Sorted by smallest to largest:]

Feel free to let me know which of these you would cut out if you feel they aren't necessary (or add anything I didn't think of)

1. A PT Cruiser revival based on the 2014 DS Devine Concept. This time would ride slightly higher up. [STLA SMALL]

2. A Crossfire based on the DS4. [STLA MEDIUM]

3. A Pacifica based Crossover that covers two size categories known as the Sigma... [STLA MEDIUM]

4. A DS7 based Aspen [STLA MEDIUM]

5. My interpretation of the new Airflow hatchback. [STLA LARGE]

6. An all new Chrysler Concorde midsize liftback slightly bigger than the largest midsize sedan in the class (Subaru Legacy- I believe). [STLA LARGE]

7. and Sigma+. [STLA LARGE]

8. An all new Pacifica based off the Grand Cherokee L's styling. [STLA LARGE]

9. Large Imperial sedan. [STLA LARGE]

10. Midsize SUV based of the Grand Cherokee L called the Newport. [STLA FRAME]

11. Plush Large SUV called the Atlantic [STLA FRAME]

They don't need 11 vehicles (almost what Mercedes has, maybe more!) just considering all the segment sizes.

My thinking behind the Sigma/Sigma+ was taking the minivan, turning it into a traditional car that more people would be interested in, and making it as aerodynamic as possible.
 

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Base the design language on the 1998 Concorde.

DS looks like it has Japanese noses and the rear overhangs are too short.

Make the whole range FWD/AWD on STLA Medium and STLA Small

Not enough models in your list, you don't have a Laser and LeBaron Coupe. Way too many RWD based models, RWD is only 9% of sales in the US.
Oops I didn't mention drivetrain. Maybe they could be re-engineered to accommodate a flat passenger and cargo floor? Because that's what I think the Chrysler models should focus on.
 

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"Not enough models in your list, you don't have a Laser and LeBaron Coupe. Way too many RWD based models, RWD is only 9% of sales in the US."

I would bring back a modern version of the ME Four Twelve and revive either the Conquest or Drifter names for an EV supercar.
 

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Conquest was a Mitsubishi model name, and it has the conquistador baggage. Drifter was never a US Chrysler model, and it suggests a RWD 4 cylinder Japanese car in the US. So neither is a good choice.
Those were the only names from Chrysler I felt were "super" enough.

Well, they also had a Thunderbolt concept that would be cool in production.

As for the LeBaron, maybe I would do it in limited production per year to keep it niche and desirable.
 

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So the main idea for Chrysler's future is to look backwards? The brand is in trouble then as nostalgia won't carry you forward for long.
Not exactly. In names, and a few design aspects only. Unless there could be a new language for Chrysler.

The future is in fresh product that draws influence from, I'd say, 1920s, or maybe 50/60s styles and themes adjusted for modern design, addressing build quality and reliability, as well as achieves outstanding electric range and has lots of room for people. Mostly upright designs, or those that prioritize interior space.

The key would be to heavily address build and long term quality, and to maximize EV range and passenger/cargo room.
 

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And if you think "well, reliability was never their thing anyway",

They can certainly learn if they have the drive to. Maybe study Toyota's hybrid/EV systems, combined with what's been making their older Dodge/RAM trucks so dependable?
 

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Model S is a $95,000 car with range of around 400 miles.
You've got two problems:
1) It's still along way to 600 miles you targeted, so you need 50% more battery (actually more because you've then got to caay all that battery weight around)
2) People are unlikely to pay $95,000 (or probably more) for an electric Chrysler Concorde.
The Lucid Air almost looks like it's trying to be both a Chrysler and a Lincoln.

Stellantis could pull it off, but they need to get very serious about build quality.
 

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In the meantime while they are working on getting Chrysler high range models, they can look to how cars like the Hyundai Elantra and Honda Accord get 37 and 33 mpg without being EVs or hybrids, and then use DS for design inspiration.
 
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