The Chrysler Experiment.
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Chrysler chief designer Ralph Gilles recently mentioned that Stellentis could use Chrysler to experiment with new products. A very vague statement that could almost mean anything. From the wieirdest designs being considerd, to bring back old names and design cues. Or even rebadge other Stellantis models from other European brands and sell them as Chrysler over here.
““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.” Which is what Mr. Gilles told Automotive News.
The “unused part of the portfolio” could be anything since Chrysler only offers a Minivan. No SUV, Crossover or sedan. Nothing.
There have been recent rumors about some of Stelantis’s European models being used as a stopgap to fill Chrysler‘s North American lineup. Especially from the French Brand DS, since others aren’t really offering anything luxurious.
DS was created back in 2009 as a luxury brand as part of the old Peugeot Citroen group. Using the DS name made famous by the great Citroen DS that came out in 1955. These have been very busy-looking designs, to say the least. And not that successful so far.
The DS brand just released the new DS Number 8 sedan. And it is still a rather weird-looking car. I mean, something like this would be quite a shocking new model for Chrysler, and could easily be described as an “experiment”. That’s for sure… ( I also have a personal history of experimenting.)
At 190 inches long, the Number 8 is about 9 inches shorter than the last Chrysler 300. But still a few inches longer than a Mercedes E-Class, so it would not be too small for the US market.
The most interesting thing is its STLA medium platform that easily offers various powertrains, including EVs. With a claimed 470-mile range in the European test cycle.
DS also offers a smaller model, the DS Number 4. Which has been revised for 2025 to look a bit more like the new Number 8. However, this is not based on the new STLA platform and doesn’t offer an EV option.
Of course, if they want to make some money right away, Chrysler dealers need an SUV. There is nothing from DS that fits the bill. But the new Opel Grand has just been redesigned last year and is also based on the STLA medium platform. It is also offered as a PHEV or EV.
However, at just 183 inches, it is quite compact. Just a couple of inches longer than the Toyota RAV4.
These would be quick fixes that would require a new “Chrysler front end” and not much more. However, a true new Chrysler brand identity would still have to be created later.
I personally think the retro-futuristic and older names are the way to go for a new Chrysler Experiment.
What do you think?