Chrysler is on the verge of becoming a 'test case.'

      Chrysler Halcyon Concept Stellantis

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      According to Ralph Gilles, design chief at Stellantis, Chrysler is "ripe for a new chapter." He shared this perspective with Automotive News during an interview at the automaker’s centenary celebration.

      With a century of history behind Chrysler, Gilles noted that “it’s time for us to pivot” and declared “we’re going to experiment with the brand.”

      At present, Chrysler has only one model available: the Chrysler Pacifica minivan. You could say the automaker’s prospects can only improve from here.

      Gilles, as an executive at the company, recognized the current circumstances, stating the brand aims to attract “a brand-new conquest customer,” referring to those who switch from competing brands.

      Chrysler Portal Concept FCA US LLC

      Exploring New Territory

      Chrysler had plans to transform into an all-electric brand by 2028, but the future appears to be shifting.

      Development of an electric crossover, initially thought to be unrelated to the Airflow concept but looking almost production-ready, was paused in January. It remains uncertain if or when this project will resume. The electric mid-size crossover, expected to be based on the new STLA Large platform—which also supports the Jeep Wagoneer S electric SUV—was scheduled to debut in 2025.

      In November, Chrysler CEO Chris Feuell informed The Drive that the Chrysler Pacifica minivan would undergo a refresh in 2026. This means that the next release from Chrysler could very well be an updated version of its existing minivan within a year. The refresh will incorporate design elements from the Chrysler Halcyon concept, which was unveiled in 2024. This concept featured a striking four-door coupe design with coach doors. The refresh appears to be progressing and is on track.

      It was anticipated that the Pacifica refresh would likely be followed by an electric version in 2027. However, it is currently unclear if the electric Pacifica remains on course or when it will be launched. At the time, the executive did not clarify whether the current plug-in hybrid Pacifica would continue or if a range-extended version similar to the Ram Charger EREV pickup would be produced. Given recent changes in Ram’s lineup—the return of the Hemi V8, the advancement of the Ramcharger launch, and the delayed electric Ram Rev—it’s possible that the electric Pacifica might not debut in 2027 as initially expected.

      Feuell stated to The Drive on Monday, “Chrysler’s future vehicle lineup is going down the multi-energy path, which includes ICE, Hybrid and BEV. The Chrysler Pacifica offers ICE and PHEV, and we intend to ensure that future offerings deliver on a multi-energy strategy that best meets the needs of our customers and their usage requirements for the vehicles.”

      Future Focus on Aerodynamics and Efficiency

      Currently, Chrysler’s sole remaining product emphasizes one primary aspect: function.

      Gilles expressed that while the future is focused on aerodynamics, it must also prioritize functionality. The automaker aims to encourage consumer affection for lower vehicles due to their superior efficiency. “We’re trying to get people to appreciate, understand, and fall in love again with lowriders,” stated the design executive.

      Gaining insight into Chrysler’s future may require understanding its past and the tastes of its executives. At the close of 2023, the last Hemi-powered Chrysler 300C was produced. Earlier in 2023, an electric successor to the Chrysler 300 was reportedly presented to dealers. This EV is believed to be built on the STLA Large electric platform, which also serves as the foundation for the Jeep Wagoneer S and the Dodge Charger Daytona.

      When asked about his favorite vehicle, Gilles mentioned, “Without question, the 2006 300C SRT8. Just a beautiful blend of muscle and elegance,” highlighting his attachment to it.

      However, Gilles asserted that Chrysler’s hallmark has consistently revolved around value for money. “It is the value for money, the prestige for money, the presence for money. That’s what I want to be about going forward.” While this value proposition is commendable, it remains uncertain, aside from a refreshed Pacifica and possibly an electric version, what other offerings Chrysler has in store to fulfill this value. Perhaps this is part of the overall experimentation?

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      Note: This story was updated with a comment from Chrysler CEO Chris Feuell.