New Chrysler “sub-$30,000” Pronto Could Completely Reinvent the Brand

Apparently, Chrysler is working on an all-new model called the “Pronto.” In a surprising move, the company already showed prototypes of the new car at a dealer meeting a few months ago. The best part is that Stellantis is apparently not killing the Chrysler brand after all. That alone is encouraging news for longtime fans who feared the historic American nameplate was slowly disappearing from the market altogether.

However, the Pronto is rumored to cost under $30,000, which is very interesting. That would position Chrysler as more of a mainstream brand, like Toyota, Honda, or Kia, instead of a near-luxury nameplate. In a way, that’s exactly what Chrysler was for decades under Lee Iacocca. These cars were never really more expensive than the competition, yet often looked and felt slightly more upscale and distinctive than mainstream rivals.

Let’s hope Stellantis can find an interesting design language for Chrysler’s rebirth. Something that looks at least a bit more upscale than the usual sedan or crossover. The illustration on top shows a fairly compact crossover that could ride on the STLA Medium platform and offer ICE, hybrid, or EV powertrains, just like the many models Stellantis already sells in Europe. That flexibility alone could make the new Chrysler far more competitive than previous attempts.

The second illustration looks more like a sedan, similar to the recent Peugeot 408. A Chrysler model with its own styling could theoretically share platforms and powertrains with the Peugeot. If done properly, this could produce a very sleek and modern American sedan with a far more premium appearance than current mainstream offerings.

No matter what happens, let’s hope Chrysler gets its own identity. Not just a European Stellantis model with a Chrysler badge slapped on it. Especially in such a competitive segment where styling and personality matter more than ever before.

Just about a year ago, Chrysler’s previous CEO was still talking about a new EV SUV. Most people assumed it would basically be a Chrysler version of the Jeep Wagoneer S. It would actually seem pretty easy to pivot that vehicle into a hybrid instead of a full EV. Especially since next-generation Alfa Romeo models are now expected to offer PHEV versions instead of going EV-only. However, the sub-$30,000 price reportedly mentioned at the dealer meeting probably points to a completely different vehicle. Certainly not something based on the $60,000 Jeep.

There’s still no word on the new Chrysler’s shape, whether it’s a crossover, SUV, or sedan. Plans seem to change every year at Chrysler. Whatever it ends up being, the new model was probably designed and engineered pretty quickly, which raises the possibility that it could be heavily based on a Peugeot or Opel product. That would be a bit unfortunate, especially if Chrysler loses the personality and proportions that once made the brand feel uniquely American.

Another possibility, especially for a more affordable model, would be a Chrysler-ized version of a Chinese Leapmotor product. Stellantis is already selling some Leapmotor models in Europe, and they’re actually competing against other Stellantis brands there. That strategy may sound strange, but it could help Chrysler return to the market much faster than developing an entirely new vehicle from scratch.

A U.S.-built redesign of the Leapmotor B05 compact model could give Chrysler a much-needed new entry relatively quickly. If priced aggressively and styled properly, it could become the brand’s first genuinely competitive mainstream product in many years.

However, the new B05 is, at least so far, only available as an EV. And I don’t think Chrysler will launch an EV only model anytime soon.

What would you like to see as the new Chrysler Pronto?