Chrysler Founder’s Great Grandson Wants to Save the Brand Along With Dodge
Chrysler is going through an existential crisis right now, with nothing but minivans in its portfolio. You can bet it was one of the brands that Stellantis recently threatened to axe if they don’t turn things around.
Outraged by the lack of support from the automaker, Frank B. Rhodes, Jr., the great grandson of Chrysler founder Walter P. Chrysler, has come up with a proposal to save the storied brand along with Dodge. The transition to electric vehicles also doesn’t sit well with him.
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“We understand the importance of embracing new technologies and meeting global demands for sustainability,” Rhodes wrote in a letter to Stellantis CEO Carlos Tavares and Chrysler boss Christine Feuell. “However, we must not lose sight of the heritage and unique appeal of Chrysler and Dodge that have defined these brands for decades.”
His views and ideas are largely found in the following video that was posted online:
Basically, Rhodes is proposing to create a new company called “THE NEW CHRYSLER/DODGE, LLC.” that would maintain the distinctiveness of the Chrysler and Dodge brands while integrating new technologies, striking a balance between innovation and tradition, and “ensuring that our customers see us as a brand that respects its roots while embracing the future.”
The goal is to “bring these iconic American brands back under American control” and in the process restore their heritage and independence, “allowing them to thrive with a renewed focus on their American roots,” Rhodes explains. For example, one of his wishes is to introduce “hybrid versions of classic models that could serve as a bridge between the past and the future.”
Affordability is also an issue that he wants to address. “With high interest rates and climbing vehicle prices, it’s crucial to offer options that are accessible to our customers,” Rhodes points out. “Our aim is to have a range of vehicles that cater to different budget levels without compromising on quality or performance.”
Walter P. Chrysler’s great grandson is openly seeking investors and calling on the loyal community of Chrysler and Dodge enthusiasts and employees to save the brands. Will it work? Time will tell, we guess. Let’s first see if Tavares and company react to the plan. By the way, Chrysler will turn 100 next year and a celebration is scheduled to take place during the Carlisle Chrysler Nationals from July 11-13, 2025.
UPDATE: Stellantis has responded with the following statement: "Stellantis acknowledges the interest in its North American brands and reaffirms the Company's commitment to its entire portfolio of 14 powerful, iconic brands, which were each given a 10-year timeframe to build a profitable and sustainable business. Like the Jeep and Ram brands, Chrysler and Dodge are at the forefront of Stellantis’ transformation to clean mobility, benefitting from the Group's cutting-edge technology and scale. The Company is not pursuing splitting off any of its brands."