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Chrysler

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This article is about the automobile manufacturer owned byStellantis.For the automotive brand with the same name, seeChrysler (brand).For other uses, seeChrysler (disambiguation).
FCA US, LLC
Stellantis North America
Formerly
  • Chrysler Corporation (1925–1998)
  • DaimlerChrysler (1998–2007)
  • Chrysler LLC (2007–2009)
  • Chrysler Group LLC (2009–2014)
  • Fiat Chrysler Automobiles US (2014–2021)
Company typeSubsidiary
IndustryAutomotive
Predecessor
FoundedJune 6, 1925;99 years ago(1925-06-06)
FounderWalter Chrysler
Headquarters1000 Chrysler Drive,
Auburn Hills, Michigan
,
United States
Number of locations
SeeList of Stellantis North America factories
Area served
North America
Key people
  • Carlos Zarlenga (COO)
Brands
Number of employees
81,341 (2023)
SubsidiariesStellantis Canada
Websitehttps:// chrysler
Footnotes / references
[1]

FCA US, LLC,doing business asStellantis North Americaand known historically asChrysler(/ˈkraɪslər/KRY-slər),[2][3]is one of the "Big Three"automobile manufacturersin the United States, headquartered inAuburn Hills, Michigan.It is the American subsidiary of the multinational automotive companyStellantis.Stellantis North America sells vehicles worldwide under theChrysler,Dodge,Jeep,andRamnameplates. It also includesMopar,its automotive parts and accessories division, andSRT,its performance automobile division. The division also distributesAlfa Romeo,FiatandMaserativehicles in North America.

The original Chrysler Corporation was founded in 1925 byWalter Chryslerfrom the remains of theMaxwell Motor Company.In 1998, it merged withDaimler-Benz,which renamed itself DaimlerChrysler but in 2007 sold off its Chrysler stake. The company operated as Chrysler LLC through 2009, then as Chrysler Group LLC. In 2014, it was acquired byFiat S.p.A.;it subsequently operated as a subsidiary of the newFiat Chrysler Automobiles( "FCA" ), then as a subsidiary ofStellantis,the company formed from the 2021 merger of FCA andPSA Group(Peugeot Société Anonyme).

After founding the company, Walter Chrysler used theGeneral Motorsbrand diversification and hierarchystrategy that he had become familiar with when he worked in theBuickdivision at General Motors. He then acquiredFargo Trucksand theDodge Brothers Company,and created thePlymouthandDeSotobrands in 1928. Facing postwar declines in market share, productivity, and profitability, as GM and Ford were growing, Chrysler borrowed $250 million in 1954 fromPrudential Insuranceto pay for expansion and updated car designs.[4][5][6]

Chrysler expanded into Europe by taking control of French, British, and Spanish auto companies in the 1960s;Chrysler Europewas sold in 1978 toPSA Peugeot Citroënfor $1 billion. The company struggled to adapt to changing markets, increased U.S. import competition, and safety andenvironmental regulationin the 1970s. It began an engineering partnership withMitsubishi Motors,and began selling Mitsubishi vehicles branded as Dodge and Plymouth in North America. On the verge of bankruptcy in the late 1970s, it was saved by $1.5 billion in loan guarantees from the U.S. government. New CEOLee Iacoccawas credited with returning the company to profitability in the 1980s. In 1985,Diamond-Star Motorswas created, further expanding the Chrysler-Mitsubishi relationship. In 1987, Chrysler acquiredAmerican Motors Corporation(AMC), which brought the profitableJeep,as well as the newly formedEagle,brands under the Chrysler umbrella. In 1998, Chrysler merged with German automakerDaimler-Benzto formDaimlerChrysler AG;the merger proved contentious with investors. As a result, Chrysler was sold toCerberus Capital Managementand renamed Chrysler LLC in 2007.

Like the other Big Three automobile manufacturers, Chrysler was impacted by theautomotive industry crisis of 2008–2010.The company remained in business through a combination of negotiations with creditors, filing forChapter 11 bankruptcy reorganizationon April 30, 2009, and participating in a bailout from the U.S. government through theTroubled Asset Relief Program.On June 10, 2009, Chrysler emerged from the bankruptcy proceedings with theUnited Auto Workerspension fund,Fiat S.p.A.,and the U.S. and Canadian governments as principal owners. The bankruptcy resulted in Chrysler defaulting on over $4 billion in debts. In May 2011, Chrysler finished repaying its obligations to the U.S. government five years early, although the cost to the American taxpayer was $1.3 billion.

Over the next few years, Fiat S.p.A. gradually acquired the other parties' shares. In January 2014, Fiat acquired the rest of Chrysler from the United Auto Workers retiree health trust, making Chrysler Group a subsidiary of Fiat S.p.A.[7]In May 2014, Fiat Chrysler Automobiles was established by merging Fiat S.p.A. into the company. Chrysler Group LLC remained a subsidiary until December 15, 2014, when it was renamed FCA US LLC, to reflect the Fiat-Chrysler merger.[8]

As a result of the merger betweenFCAandPSA,on 17 January 2021 it became a subsidiary of theStellantis Group.[9][10][11]

History[edit]

Main article:History of Chrysler

1925–1998: Chrysler Corporation[edit]

The Chrysler company was founded by Walter Chrysler on June 6, 1925,[12][13]when theMaxwell Motor Company(est. 1904) was re-organized into the Chrysler Corporation.[14][15]Thecompany was headquarteredin the Detroit enclave ofHighland Park,[16][17][18]where it remained until completing the move to its present Auburn Hills location in 1996.[19]

Chrysler had arrived at the ailing Maxwell-Chalmerscompany in the early 1920s, hired to overhaul the company's troubled operations (after a similar rescue job at theWillys-Overland car company).[20]In late 1923, production of the Chalmers automobile was ended.[20]

In January 1924, Walter Chrysler launched the well-received Chrysler automobile. TheChrysler Sixwas designed to provide customers with an advanced, well-engineered car, at an affordable price. Elements of this car are traceable to aprototypewhich had been under development at Willys during Chrysler's tenure[21]The original 1924 Chrysler included a carburetor air filter, high compression engine, full pressure lubrication, and an oil filter, features absent from most autos at the time.[22]Among the innovations in its early years were the first practical mass-produced four-wheel hydraulic brakes, a system nearly completely engineered by Chrysler with patents assigned toLockheed,and rubber engine mounts, called "Floating Power"to reduce vibration. Chrysler also developed a wheel with a ridgedrim,designed to keep a deflated tire from flying off the wheel. This wheel was eventually adopted by the auto industry worldwide.

The Maxwell brand was dropped after the 1925 model year, with the new, lower-priced four-cylinder Chryslers introduced for the 1926 year beingbadge-engineeredMaxwells.[23]The advanced engineering and testing that went into Chrysler Corporation cars helped to push the company to the second-place position in U.S. sales by 1936, which it held until 1949.

In 1928, the Chrysler Corporation began dividing its vehicle offerings by price class and function. ThePlymouthbrand was introduced at the low-priced end of the market (created essentially by once again reworking and rebadging the Chrysler Series 50 four-cylinder model).[23]At the same time, theDeSotobrand was introduced in the medium-price field. Also in 1928, Chrysler bought the Dodge Brothers[24]automobile and truck company and continued the successful Dodge line of automobiles and Fargo range of trucks. By the mid-1930s, the DeSoto and Dodge divisions would trade places in the corporate hierarchy.

1955 Imperial car model, in its first year as a separate make, apart from Chrysler, shown on display at January 1955 Chicago Auto Show

TheImperialname had been used since 1926 but was never a separate make, just the top-of-the-line Chrysler. However, in 1955, the company decided to offer it as its own make/brand and division to better compete with its rivals,LincolnandCadillac.This addition changed the company's traditional four-make lineup to five (in order of price from bottom to top): Plymouth, Dodge, DeSoto, Chrysler, and the now-separate Imperial.[25][26]

In 1954, Chrysler was the exclusive provider of its Hemi engine in theFacel Vega,a Paris coachbuilder that offered their own line of hand-built luxury performance cars, with thePowerFliteandTorqueFlitetransmissions offered. TheFacel Vega Excellencewas a four-door hardtop with rear-hingedcoach doorsthat listed for US$12,800 ($135,175 in 2023 dollars[27]).[28]

1955 Chrysler –Philcoall-transistor car radio – "Breaking News" radio broadcast announcement

On April 28, 1955, Chrysler andPhilcoannounced the development and production of the World's First All-Transistor car radio.[29]The all-transistor car radio, Mopar model 914HR, developed and produced by Chrysler and Philco, was a $150 option on the 1956Imperial automobilemodels. Philco began manufacturing this radio in the fall of 1955 at its Sandusky Ohio plant.[30][31]

On September 28, 1957, Chrysler announced the first production electronic fuel injection (EFI), as an option on some of its new 1958 car models (Chrysler 300D, Dodge D500, DeSoto Adventurer, Plymouth Fury). The first attempt to use this system was by American Motors on the 1957Rambler Rebel.[32][33]Bendix Corporation's Electrojector used a transistor computer brain modulator box, but teething problems onpre-production carsmeant very few cars were made.[34]The EFI system in the Rambler ran fine in warm weather, but suffered hard starting in cooler temperatures and AMC decided not to use this EFI system on its 1957 Rambler Rebel production cars that were sold to the public.[33]Chrysler also used the Bendix "Electrojector" fuel injection system and only around 35 vehicles were built with this option, on its 1958 production-built car models.[35]Owners of EFI Chryslers were so dissatisfied that all but one were retrofitted with carburetors (while that one has been completely restored, with original EFI electronic problems resolved).[citation needed]

TheValiantwas also introduced for the 1960 model year as a distinct brand. In the U.S. market, Valiant was made a model in the Plymouth line for 1961 and the DeSoto make was discontinued in 1961. With those exceptions per applicable year and market, Chrysler's range from lowest to highest price from the 1940s through the 1970s was Valiant, Plymouth, Dodge, DeSoto, Chrysler, and Imperial.[citation needed]

From 1963 through 1969, Chrysler increased its existing stakes to take full control of the FrenchSimca,BritishRootes,and SpanishBarreiroscompanies, merging them intoChrysler Europein 1967. In the 1970s, an engineering partnership was established withMitsubishi Motors,and Chrysler began selling Mitsubishi vehicles branded as Dodge and Plymouth in North America.

Chrysler struggled to adapt to the changing environment of the 1970s. When consumer tastes shifted to smaller cars in the early 1970s, particularly after the1973 oil crisis,Chrysler could not meet the demand, although their compact models on the "A" body platform, theDodge DartandPlymouth Valiant,had proven economy and reliability and sold very well. Additional burdens came from increased US import competition, and tougher government regulation of car safety, fuel economy, and emissions. As the smallest of the Big 3 US automakers, Chrysler lacked the financial resources to meet all of these challenges. In 1976, with the demise of the reliable Dart/Valiant, quality control declined. Their replacements, theDodge AspenandPlymouth Volare,were comfortable and had good roadability, but owners soon experienced major reliability problems which crept into other models as well. Engines failed and/or did not run well, and premature rust plagued bodies. In 1978,Lee Iacoccawas brought in to turn the company around, and in 1979 Iacocca sought US government help. Congress later passed theLoan Guarantee Actproviding $1.5 billion in loan guarantees.[36]TheLoan Guarantee Actrequired that Chrysler also obtain $2 billion in concessions or aid from sources outside the federal government, which included interest rate reductions for $650 million of the savings, asset sales of $300 million, local and state tax concessions of $250 million, and wage reductions of about $590 million along with a $50 million stock offering. $180 million was to come from concessions from dealers and suppliers.[37]Also in 1978, Iacocca offloaded the ailing European operation toPSA Peugeot Citroënfor a nominal $1, taking with it the group's substantial losses and debts which had been dragging the rest of the business down.

After a period of plant closures and salary cuts agreed to by both management and the auto unions, the loans were repaid with interest in 1983. In November 1983, theDodge Caravan/Plymouth Voyagerwas introduced, establishing theminivanas a major category, and initiating Chrysler's return to stability.[37][38]

In 1985,Diamond-Star Motorswas created, further expanding the Chrysler-Mitsubishi relationship.

Aerial view of theChrysler World Headquarters and Technology CenterinAuburn Hills, Michigan,completed in 1996. Photo was taken in 2002.

In 1985, Chrysler entered an agreement withAmerican Motors Corporationto produceChrysler M platformrear-drive, as well asDodge Omnisfront wheel drive cars, in AMC'sKenosha, Wisconsin,plant. In 1987, Chrysler acquired the 47% ownership of AMC that was held byRenault.The remaining outstanding shares of AMC were bought on theNYSEby August 5, 1987, making the deal valued somewhere between US$1.7 billion and US$2 billion, depending on how costs were counted.[39]Chrysler CEOLee Iacoccawanted the Jeep brand, particularly theJeep Grand Cherokee (ZJ)that was under development, the new world-class manufacturing plant inBramalea, Ontario,and AMC's engineering and management talent that became critical for Chrysler's future success.[40]Chrysler established theJeep/Eagle divisionas a "specialty" arm to market products distinctly different from theK-car-basedproducts with theEaglecars targeting import buyers.[citation needed]Former AMCdealerssoldJeepvehicles and various new Eagle models, as well as Chrysler products, strengthening the automaker's retail distribution system.

Eurostar,a joint venture between Chrysler andSteyr-Daimler-Puch,began producing theChrysler Voyagerin Austria for European markets in 1992.

1998–2007: DaimlerChrysler[edit]

In 1998, Chrysler and its subsidiaries entered into a partnership dubbed a "merger of equals" with German-basedDaimler-BenzAG, creating the combined entityDaimlerChrysler AG.[41]To the surprise of many stockholders, Daimler acquired Chrysler in a stock swap[42]before Chrysler CEOBob Eatonretired. Under DaimlerChrysler, the company was named DaimlerChrysler Motors Company LLC, with its U.S. operations generally called "DCX". The Eagle brand was retired soon after Chrysler's merger with Daimler-Benz in 1998[43]Jeep became a stand-alone division, and efforts were made to merge the Chrysler and Jeep brands as one sales unit.[44]In 2001, the Plymouth brand was also discontinued.

Eurostar also built theChrysler PT Cruiserin 2001 and 2002. The Austrian venture was sold toMagna Internationalin 2002 and becameMagna Steyr.The Voyager continued in production until 2007, whereas theChrysler 300C,Jeep Grand Cherokee,andJeep Commanderwere also built at the plant from 2005 until 2010.[citation needed]

On May 14, 2007, DaimlerChrysler announced the sale of 80.1% of Chrysler Group to Americanprivate equityfirmCerberus Capital Management,L.P., thereafter known as Chrysler LLC, although Daimler (renamed asDaimler AG) continued to hold a 19.9% stake.[45]

2007–2014: Effects of Great Recession[edit]

The economic collapse during theFinancial crisis of 2007–2008pushed the company to the brink. On April 30, 2009, the automaker filed for Chapter 11 bankruptcy protection to be able to operate as a going concern, while renegotiating its debt structure and other obligations,[46]which resulted in the corporation defaulting on over $4 billion in secured debts.[46]The U.S. government described the company's action as a "prepackaged surgical bankruptcy".[46]

On June 10, 2009, substantially all of Chrysler's assets were sold to "New Chrysler", organized as Chrysler Group LLC. The federal government provided support for the deal with US$8 billion in financing at nearly 21%. Under CEOSergio Marchionne,"World Class Manufacturing" or WCM, a system of thorough manufacturing quality, was introduced and several products were re-launched with quality and luxury.[citation needed]The Ram, Jeep, Dodge, SRT, and Chrysler divisions were separated to focus on their own identity and brand, and 11 major model refreshes occurred in 21 months. The PT Cruiser, Nitro, Liberty and Caliber models (created during DCX) were discontinued. On May 24, 2011, Chrysler repaid its $7.6 billion loans to the United States and Canadian governments.[47][48]The US Treasury, through theTroubled Asset Relief Program(TARP), invested $12.5 billion in Chrysler and recovered $11.2 billion when the company shares were sold in May 2011, resulting in a $1.3 billion loss.[49][50][51][52]On July 21, 2011, Fiat bought the Chrysler shares held by the US Treasury.[53]The purchase made Chrysler foreign-owned again, this time as the luxury division. TheChrysler 300was badged Lancia Thema in some European markets (with additional engine options), giving Lancia a much-needed replacement for its flagship.

2014–2021: Fiat Chrysler Automobiles[edit]

On January 21, 2014, Fiat bought the remaining shares of Chrysler owned by theVEBAworth $3.65 billion.[54][7]Several days later, the intended reorganization of Fiat and Chrysler under a new holding company,Fiat Chrysler Automobiles,together with a new FCA logo were announced.[55]The most challenging launch for this new company came immediately in January 2014 with a completely redesignedChrysler 200.The vehicle's creation is from the completely integrated company, FCA, executing from a global compact-wide platform.[56][verification needed]

On December 16, 2014, Chrysler Group LLC announced a name change to FCA US LLC.[57][58]

On January 12, 2017, FCA shares traded at the New York Stock Exchange lost value after theEPAaccused FCA US of using emissions cheating software to evade diesel-emissions tests,[59][60][61][62]however the company countered the accusations,[63]and the chairman and CEOSergio Marchionnesternly rejected them.[64]The following day, shares rose as investors played down the effect of the accusations. Analysts gave estimates of potential fines from several hundred million dollars to $4 billion, although the likelihood of a hefty fine was low.[65]SeniorUnited States SenatorBill Nelsonurged theFTCto look into possible deceptive marketing of the company's diesel-powered SUVs. Shares dropped 2.2% after the announcement.[66][67]FCA US would in 2022, plead guilty to a criminal charge of conspiring to defraud the US, to wire fraud, and to violate the Clean Air Act.[68][69]

On July 21, 2018, Sergio Marchionne stepped down as chairman and CEO for health reasons, and was replaced by John Elkann and Michael Manley, respectively.[70]

As a result of ending domestic production of more fuel-efficient passenger automobiles such as the Dodge Dart and Chrysler 200 sedans, FCA US elected to pay $77 million in fines for violating the anti-backsliding provision offuel economy standardsset under theEnergy Independence and Security Act of 2007for its model year 2016 fleet.[71][72]It was again fined for the 2017 model year for not meeting the minimum domestic passenger car standard. FCA described the $79 million civil penalty as "not expected to have a material impact on its business."[73]

As part of a January 2019 settlement, Fiat Chrysler was to recall and repair approximately 100,000 automobiles equipped with a 3.0-liter V6EcoDieselengine having a prohibiteddefeat device,pay $311 million in total civil penalties to US regulators andCARB,pay $72.5 million for state civil penalties, implement corporate governance reforms, and pay $33.5 million to mitigate excess pollution. The company was also to pay affected consumers up to $280 million and offer extended warranties on such vehicles worth $105 million. The total value of the settlement was about $800 million, though FCA did not admit liability, and it did not resolve an ongoing criminal investigation.[74]

In February 2024, Chrysler unveiled a concept for its first electric vehicle, theChrysler Halcyon,a battery-electric sedan.[75]

Logo evolution[edit]

Further information:History of Chrysler § Logos
  • 1925–1955
    1925–1955
  • 1955–1962
    1955–1962
  • 1962–1998
    1962–1998
  • 1998–2007[n1 1]
    1998–2007[n1 1]
  • 2007–2014
    2007–2014
  • 2014–2021[n1 2]
    2014–2021[n1 2]
  • 2021–present[n1 3]
    2021–present[n1 3]
Notes
  1. ^DaimlerChryslerlogo
  2. ^Fiat Chrysler Automobileslogo
  3. ^Stellantislogo

Corporate governance[edit]

Chrysler Houselandmark executive offices in theDetroit Financial District

As of 2022,management positions of Stellantis North America include:[76]

Board of directors[edit]

  • Carlos Zarlenga, COO (since February 2024)
  • Richard Palmer, CFO

Management team[edit]

  • Jeffrey Kommor: head of US sales
  • Lottie Holland: head of diversity, inclusion, and engagement, FCA - North America
  • Bruno Cattori: president and CEO, FCA Mexico, S.A. de C.V.
  • Mark Champine: head of quality, FCA - North America
  • Mark Chernoby: chief technical compliance officer, Stellantis N.V.
  • Martin Horneck: head of purchasing and supply chain management, FCA - North America
  • Mamatha Chamarthi: chief information officer, FCA - North America and Asia Pacific
  • Marissa Hunter: head of marketing
  • Philip Langley: head of network development, FCA - North America
  • Ralph Gilles: head of design
  • Michael Resha: head of manufacturing, FCA - North America
  • Roger "Shane" Karr: head of external affairs, FCA - North America
  • Michael J. Keegan: chief audit; sustainability and compliance officer
  • Timothy Kuniskis: brand chief executive officer, Dodge and, Ram Trucks
  • Christine Feuell: brand chief executive officer, Chrysler
  • Jim Morisson: head of Jeep brand, FCA - North America
  • João Laranjo: chief financial officer, FCA - North America
  • Michael Bly: head of global propulsion systems, Stellantis N.V.
  • Jeffrey P. Lux: head of transmission powertrain, FCA - North America
  • Chris Pardi: general counsel and corporate secretary, FCA - North America
  • Barbara J. Pilarski: head of business development, FCA - North America
  • Carlos Zarlenga: chief operating officer
  • Scott Thiele: head of portfolio planning, FCA - North America; head of global long-range plan coordination
  • Joseph Veltri: head of investor relations
  • Rob Wichman: ad interim head of product development, FCA - North America
  • Larry Dominique: senior vice president, Alfa Romeo - North America
  • Christopher G. Fields: vice president, U.S. employee relations

Sales and marketing[edit]

United States sales[edit]

Chrysler is the smallest of the "Big Three" U.S. automakers (Stellantis North America,Ford Motor Company,andGeneral Motors). In 2020, FCA US sold just over 1.8 million vehicles.[citation needed]

Global sales[edit]

Chrysler was the world's 11th largest vehicle manufacturer as ranked by OICA in 2012.[77]Total Chrysler vehicle production was about 2.37 million that year. The company has since become a wholly-owned subsidiary and no longer reports global sales.

Marketing[edit]

Lifetime powertrain warranty[edit]

In 2007, Chrysler began to offer vehicle lifetime powertrain warranty for the first registered owner or retail lessee.[78]The deal covered owner or lessee in U.S., Puerto Rico, and the Virgin Islands, for 2009 model year vehicles, and 2006, 2007, and 2008 model year vehicles purchased on or after July 26, 2007. Covered vehicles excluded SRT models, Diesel vehicles, Sprinter models, Ram Chassis Cab, Hybrid System components (including transmission), and certain fleet vehicles. The warranty is non-transferable.[79]After Chrysler's restructuring, the warranty program was replaced by five-year/100,000 mile transferable warranty for 2010 or later vehicles.[80]

"Let's Refuel America"[edit]

In 2008, as a response to customer feedback citing the prospect of rising gas prices as a top concern, Chrysler launched the "Let's Refuel America" incentive campaign, which guaranteed new-car buyers a gasoline price of $2.99 for three years.[81]With the U.S. purchase of eligible Chrysler, Jeep, and Dodge vehicles, customers could enroll in the program and receive a gas card that immediately lowers their gas price to $2.99 a gallon, and keeps it there for the three years.

Lancia co-branding[edit]

Chrysler plans forLanciato codevelop products, with some vehicles being shared. Olivier Francois, Lancia's CEO, was appointed to theChryslerdivision in October 2009. Francois plans to reestablish the Chrysler brand as an upscale brand.[82]

Ram trucks[edit]

In October 2009, Dodge's car and truck lines were separated, with the name "Dodge" being used for cars, minivans, and crossovers and "Ram" for light- and medium-duty trucks and other commercial-use vehicles.[83]

Calendar year U.S. Chrysler sales %Chg/yr.
1999[84] 2,638,561
2000 2,522,695 Decrease4.4%
2001[85] 2,273,208 Decrease9.9%
2002[86] 2,205,446 Decrease3%
2003 2,127,451 Decrease3.5%
2004[87] 2,206,024 Increase3.7%
2005[87] 2,304,833 Increase4.5%
2006[88] 2,142,505 Decrease7%
2007[88] 2,076,650 Decrease3.1%
2008[89] 1,453,122 Decrease30%
2009[90] 931,402 Decrease36%
2010[citation needed] 1,085,211 Increase17%
2011[citation needed] 1,369,114 Increase26%
2012[citation needed] 1,651,787 Increase21%
2013[citation needed] 1,800,368 Increase9%
2014[91] 2,090,639 Increase16%
2015[92] 2,243,907 Increase7%
2016[93] 2,244,315 Increase0.0%
2017[94] 2,059,376 Decrease0.8%
2018[95] 2,235,204 Increase8.5%
2019[96] 2,203,663 Decrease1.4%
2020[97] 1,820,636 Decrease17.4%
2021[98] 1,777,394 Decrease2.4%
2022[99] 1,547,076 Decrease13.0%
2023[100] 1,527,090 Decrease1.3%

"Imported From Detroit"[edit]

In 2011, Chrysler unveiled their "Imported From Detroit" campaign with ads featuring Detroit rapperEminem,one of whichaired during the Super Bowl. The campaign highlighted the rejuvenation of the entire product lineup, which included the new, redesigned, and repackaged 2011 model year 200 sedans and 200 convertibles, the Chrysler 300 sedan, and the Chrysler Town & Country minivan.[101][102]As part of the campaign, Chrysler sold a line of clothing items featuring theMonument to Joe Louis,with proceeds being funneled to Detroit-area charities, including the Boys and Girls Clubs of Southeast Michigan, Habitat for Humanity Detroit and the Marshall Mathers Foundation.[103]

In March 2011, Chrysler Group LLC filed a lawsuit against Moda Group LLC (owner of Pure Detroit clothing retailer) for copying and selling merchandise with the "Imported from Detroit" slogan.[104]Chrysler claimed it had notified defendant of its pending trademark application February 14, but the defendant argued Chrysler had not secured a trademark for the "Imported From Detroit" phrase. On June 18, 2011, U.S. District Judge Arthur Tarnow ruled that Chrysler's request did not show that it would suffer irreparable harm or that it had a strong likelihood of winning its case. Therefore, Pure Detroit's owner, Detroit retailer Moda Group LLC, can continue selling its "Imported from Detroit" products. Tarnow also noted that Chrysler does not have a trademark on "Imported from Detroit" and rejected the automaker's argument that trademark law is not applicable to the case.[105][106]In March 2012, Chrysler Group LLC and Pure Detroit agreed to a March 27 mediation to try to settle the lawsuit over the clothing company's use of "Imported from Detroit" slogan.[107]Pure Detroit stated that Chrysler has made false claims about the origins of three vehicles - Chrysler 200, Chrysler 300 and Chrysler Town & Country - none of which are built in Detroit. Pure Detroit also said that Chrysler's Imported From Detroit merchandise is not being made in Detroit.[citation needed]In 2012 Chrysler and Pure Detroit came to an undisclosed settlement.[108]

Chrysler'sJefferson North Assembly,which makes the Jeep Grand Cherokee and Dodge Durango, is the only car manufacturing plant of any company remaining entirely in Detroit (General Motors operates a plant that is partly in Detroit and partly in Hamtramck).[109]

In 2011, Eminem settled a lawsuit againstAudialleging the defendant had ripped off the Chrysler 300 Super Bowl commercial in theAudi A6Avant ad.[110]

"Halftime in America"[edit]

Main article:Halftime in America

Again in 2012, Chrysler advertised during theSuper Bowl.Its two-minute February 5, 2012Super Bowl XLVIadvertisement was titled "Halftime in America". The ad drew criticism from several leading U.S.conservatives,who suggested that its messaging implied that PresidentBarack Obamadeserved a second term and, as such, was political payback for Obama's support for the federal bailout of the company.[111]Asked about the criticism in a60 Minutesinterview withSteve Kroft,Sergio Marchionne responded "just to rectify the record I paid back the loans at 19.7% Interest. I don't think I committed to do to a commercial on top of that" and characterized theRepublicanreaction as "unnecessary and out of place".[112]

America's Import[edit]

In 2014, Chrysler started using a new slogan, "America's Import" in ads introducing their all-new 2015 Chrysler 200,[113]targeting foreign automakers from Germany to Japan with such ads (German performance and Japanese quality), and at the ending of selected ads, the advertisement will say, "We Built This", indicating being built in America, instead of overseas.

Slogans[edit]

  • Engineered to be Great Cars(1998–2001)
  • Drive = Love(2002–2004)
  • Inspiration comes standard(2004–2007)
  • Engineered Beautifully(2007–mid 2010)[114]
  • Imported From Detroit(2011–2014)[115][116]
  • America's Import(2014–2016)[113]

Product line[edit]

Chrysler Uconnect[edit]

First introduced as MyGig, Chrysler Uconnect is a system that brings interactive ability to the in-car radio and telemetric-like controls to car settings.[citation needed]As of mid-2015, it was installed in hundreds of thousands of Fiat Chrysler vehicles.[117]It connects to the Internet via the mobile network ofAT&T,providing the car with its own IP address.[117]Internet connectivity using any Chrysler, Dodge, Jeep or Ram vehicle, via a Wi-Fi "hot-spot", is also available viaUconnect Web.According to Chrysler LLC, the hotspot range extends approximately 100 feet (30 m) from the vehicle in all directions, and combines both Wi-Fi andSprint's 3Gcellular connectivity.[citation needed]Uconnect is available on several current[when?]and was available on several discontinued Chrysler models including the current Dodge Dart,Chrysler 300,Aspen,Sebring,Town and Country,Dodge Avenger,Caliber,Grand Caravan,Challenger,Charger,Journey,Nitro,andRam.[118]

In July 2015, IT security researchers announced a severe security flaw assumed to affect every Chrysler vehicle with Uconnect produced from late 2013 to early 2015.[117]It allows hackers to gain access to the car over the Internet, and in the case of aJeep Cherokeewas demonstrated to enable an attacker to take control not just of the radio, A/C, and windshield wipers, but also of the car's steering, brakes andtransmission.[117]Chrysler published apatchthat car owners can download and install via a USB stick, or have a car dealer install for them.[117]

Brands[edit]

Current and former brands of Stellantis North America:

Current[edit]

Origin Brand Estab. Added Notes
US Chrysler 1925 1925
US Dodge 1900 1928
US Jeep 1943 1987
US Mopar[n 1] 1937 1937
US Ram 2010 2010 Previously Ram Truck Division (of Chrysler).

Former[edit]

Origin Brand Estab. Chrysler
Years 		Fate
US American Motors 1954 1987–1988 Defunct, succeeded by theEaglebrand[119]
US Chrysler Amplex[n 2] 1932 1932–1988 Sold to ICM Industries
US Graham Brothers 1916 1928-1929 discontinued and trucks continued under Dodge and Fargo- Passenger car division continued independently as Graham-Paige
US Chrysler Marine[n 3] 1927 1927–1980 Discontinued
US DeSoto[n 4] 1928 1928–1961 Models consolidated and replaced by Chrysler Newport.
US Eagle[n 5] 1988 1988–1998 Discontinued
US Fargo 1913 1913–1972 Discontinued[n 6]
US Global Electric Motorcars 1992 1998–2011 Sold toPolaris Industries
US Imperial 1955 1955–1983 Discontinued
US Plymouth 1928 1928–2001 Discontinued, all unique/incoming models integrated into Chrysler Line up.
US Valiant 1959 1959–1976 Discontinued[n 7]
ITA Lamborghini 1963 1987–1994 Sold to Mycom / V'Power Corp.[121]
SPA Barreiros 1954 1969–1978 Discontinued, became part of Chrysler Europe
FRA Simca 1934 1967–1970 Discontinued, became part of Chrysler Europe
FRA Matra 1964 1970–1979 Joint venture; stake acquired byPeugeot
UK Humber 1887 1967–1976 Discontinued, became part of Chrysler Europe
UK Commer 1905 1967–1979 Discontinued, became part of Chrysler Europe
UK Karrier 1908 1967–1979 Discontinued, became part of Chrysler Europe
UK Hillman 1907 1967–1976 Discontinued, became part of Chrysler Europe
UK Sunbeam 1905 1967–1976 Discontinued, became part of Chrysler Europe
UK Singer 1875 1967–1970 Discontinued, became part of Chrysler Europe
Notes
  1. ^Replacement parts for Chrysler-built vehicles, as well as a brand for dealer service and customer service operations. It includes "Mopar Performance", a subdivision providing performance aftermarket parts for Chrysler-built vehicles.
  2. ^Division that manufactured bearings and gears.
  3. ^Division that built inboard, outboard engines, and various types of boats.[citation needed]
  4. ^Desoto trucks were built and sold by Chrysler in Turkey until 1978, after which Askam took over the Turkish rights to the marque.
  5. ^Name derived from theAMC Eaglemodel after Chrysler took over American Motors in 1987.
  6. ^Replaced by Plymouth Trucks in the US in 1937 and folded into the Dodge Division after 1972 in Canada.[120]
  7. ^The Valiant was introduced in 1960 as a separate Chrysler brand, then was incorporated into the Plymouth line in the US starting in 1961.

Brand predecessors[edit]

Maxwell-Chalmers[edit]

  • Maxwell(1904–1926), US; new models renamed Chrysler and Plymouth
  • Chalmers(1908–1923) US for luxury cars; merged with Maxwell in 1922

United States Motor Company[edit]

(1908–1913); reorganized and folded into Maxwell[citation needed]

Chrysler Corporation[edit]

  • Graham Brothers(1916–1929) US; acquired byThe Dodge Brothers Companyin 1925 with the passenger car division split to form Graham-Paige and folded into Dodge after Chrysler's ownership
  • Fargo(1913-1935) US, (1920–1972) Canada for trucks and vans; replaced by Plymouth Trucks in the US in 1937 and folded into the Dodge Division after 1972 in Canada[124]

Rootes Group[edit]

(1913-1971), UK; minority interest purchased by Chrysler in 1964, progressively taking controlling interest in 1967, renamed Chrysler Europe in 1971

American Motors Corporation[edit]

(1954–1988), US; purchased by Chrysler and renamed Jeep-Eagle Division

  • AMC (Brand), (1967-1987) US; rebranded Eagle
  • Hudson(1909–1957), US
    • Aerocar(1905-1908) US; Brand discontinued and Reorganized into Hudson Motors
    • Essex(1918–1933), US; Folded into the main Hudson line
    • Terraplane(1932–1938), US
  • Nash(1917–1957), US
    • Jeffery(1903-1917), US; line dissolved and renamed Nash in 1915
    • LaFayette(1919–1940) US; folded into Nash
    • Ajax(1925–1926), US
    • Mitchell(1903-1923), US; purchased and renamed Ajax
  • Rambler(1900–1914; 1950–1969), US
  • Metropolitan(1959–1962), US[citation needed]
  • AM GeneralUS 1970–1983; the former contract division of AMC

Kaiser Motors Corporation[edit]

  • Kaiser (1946–1955) US for entry level;[125][126][127]renamed Willys-Kaiser Motors, then to Kaiser-Jeep Corporation, purchased by AMC in 1970
  • Frazer(1946–1951) US for entry level luxury; discontinued models incorporated in Kaiser

Graham-Paige[edit]

(1927–1947), mid-priced cars; purchased byHenry Kaiserand reorganized into Kaiser-Frazer Motors

Willys-Overland Motors[edit]

(1912-1963) US; acquired byKaiser Motors,laterKaiser Jeep,then by AMC in 1970

Environmental initiatives[edit]

In 1979, Chrysler, in cooperation with theUnited States Department of Energy,produced an experimentalbattery electric vehicle,theChrysler ETV-1.

In 1992, Chrysler developed theDodge EPICconcept minivan. In 1993, Chrysler sold a limited-production electric minivan called theTEVan;only 56 were produced, mostly forelectric utilities.A second generation, the EPIC (unrelated to the concept), was released in 1997 and discontinued in 1999.[128]

Chrysler once owned theGlobal Electric Motorcarscompany, building low-speedneighborhood electric vehicles,but sold GEM toPolaris Industriesin 2011.

In September 2007, Chrysler establishedENVI,an in-house organization focused onelectric-drive vehiclesand related technologies which was disbanded by late 2009.[129]In August 2009, Chrysler took US$70 million in grants from the U.S. Department of Energy to develop a test fleet of 220hybridpickup trucks and minivans.

The first hybrid models, theChrysler Aspenhybrid and theDodge Durangohybrid, were discontinued a few months after production in 2008,[130]sharing their GM-designed hybrid technology with GM, Daimler and BMW.[131]

Chrysler was on the Advisory Council of thePHEV Research Center,and undertook a government sponsored demonstration project with Ram and minivan vehicles.[132]

In 2012, FCA CEO Sergio Marchionne stated that Chrysler and Fiat planned to focus primarily on alternative fuels, such ascompressed natural gasandDiesel,instead of hybrid and electric drivetrains for their consumer products.[133]

Fiat Chrysler bought a total of 8.2 million megagrams of U.S.greenhouse gas emissioncredits from competitors includingToyota,Honda,TeslaandNissanfor the 2010, 2011, 2013, and 2014 model years.[134]It had the worst fleet average fuel economy among major manufacturers selling in the US from model years 2012–2022.[135]

Chrysler Defense[edit]

See also:General Dynamics Land Systems

The dedicated tank building division of Chrysler, this division was founded as the Chrysler Tank division in 1940, originally with the intention of providing another production line for theM2 Medium Tank,so that the U.S. Army could more rapidly build up its inventory of the type. Its first plant was theDetroit Arsenal Tank Plant.When the M2A1 was unexpectedly declared obsolete in August of the same year, plans were altered (though not without considerable difficulty) to produce theM3 Grantinstead, primarily for the British as part of the United States under the counter support for Great Britain against Nazi Germany (the U.S. not yet being formally in the war), with the balance of the revised order going to the U.S. Army as theLee.After December 1941 and the United States' entry into the war against the Axis powers, the Tank division rapidly expanded, with new facilities such as theTank Arsenal Proving Groundat (then)Utica, Michigan.It also quickly widened the range of products it was developing and producing, including theM4 Sherman tankand theChrysler A57 multibanktank engine.

Special programs[edit]

During World War II, essentially all of Chrysler's facilities were devoted to building military vehicles (theJeepbrand came later, after Chrysler acquiredAmerican Motors Corporation).[136]They were also designing V12 and V16 hemi-engines producing 2,500 hp (1,864 kW; 2,535 PS) for airplanes, but they did not make it into production asjetswere developed and were seen as the future for air travel.[citation needed]During the 1950sCold Warperiod, Chryslermade air raid sirenspowered by its Hemi V-8 engines.

Radar antennas[edit]

When theRadiation LaboratoryatMITwas established in 1941 to developmicrowave radars,one of the first projects resulted in theSCR-584,the most widely recognized radar system of the war era. This system included aparabolic antennasix feet in diameter that was mechanically aimed in a helical pattern (round and round as well as up and down).

One of Chrysler's most significant contributions to the war effort was in radar technology. For the final production design of this antenna and its highly complex drive mechanism, the Army'sSignal Corps Laboratoriesturned to Chrysler's Central Engineering Office. There, the parabola was changed from aluminum to steel, allowing production to form using standard automotive presses. To keep weight down, 6,000 equally spaced holes were drilled in the face (this had no effect on the radiation pattern). The drive mechanism was completely redesigned, using technology derived from Chrysler's research in automotive gears and differentials. The changes resulted in improved performance, reduced weight, and easier maintenance. A large portion of the Dodge plant was used in building 1,500 of the SCR-584 antennas as well as the vans used in the systems.[137][138]

Aircraft[edit]

Missiles[edit]

In April 1950, the U.S. Army established the Ordnance Guided Missile Center (OGMC) atRedstone Arsenal,adjacent toHuntsville, Alabama.To form OGMC, over 1,000 civilian and military personnel were transferred fromFort Bliss, Texas.Included was a group of German scientists and engineers led byWernher von Braun;this group had been brought to America underProject Paperclip.OGMC designed the Army's firstshort-range ballistic missile,thePGM-11 Redstone,based on the WWII GermanV-2missile. Chrysler established the Missile Division to serve as the Redstone prime contractor, setting up an engineering operation in Huntsville and for production obtaining use from the U.S. Navy of a large plant inSterling Heights, Michigan.The Redstone was in active service from 1958 until 1964; it was also the first missile to test-launch a livenuclear weapon,first detonated in a 1958 test in the South Pacific.[139]

Working together, the Missile Division and von Braun's team greatly increased the capability of the Redstone, resulting in thePGM-19 Jupiter,amedium-range ballistic missile.In May 1959, a Jupiter missile launched two small monkeys into space in anose cone;this was America's first successful flight and recovery of live space payloads. Responsibility for deploying Jupiter missiles was transferred from the Army to the Air Force; armed withnuclear warheads,they were first deployed inItalyandTurkeyduring the early 1960s.[140]

Space boosters[edit]

In July 1959,NASAchose theRedstone missileas the basis for theMercury-Redstone Launch Vehicleto be used for suborbital test flights of theProject Mercuryspacecraft. Three uncrewed MRLV launch attempts were made between November 1960 and March 1961, two of which were successful. The MRLV successfully launched the chimpanzeeHam,and astronautsAlan ShepardandGus Grissomon three suborbital flights in January, May, and July 1961, respectively.

America's more ambitious crewed space travel plans included the design of theSaturn seriesof heavy-lift launch vehicles by a team headed byWernher von Braun.Chrysler's Huntsville operation, then designated the Space Division, becameMarshall Space Flight Center's prime contractor for the first stage of theSaturn IandSaturn IBversions. The design was based on a cluster of Redstone andJupiterfuel tanks and Chrysler built it for theApollo programin theMichoud Assembly Facilityin East New Orleans, one of the largest manufacturing plants in the world. Between October 1961 and July 1975, NASA used ten Saturn Is and nine Saturn IBs for suborbital and orbital flights, all of which were successful;[141]Chrysler missiles and boosters never suffered a launch failure.[citation needed]The division was also a subcontractor which modified one of themobile launcher platformsfor use with the Saturn IB rockets using Saturn V infrastructure.

See also[edit]

Countries[edit]

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