Chrysler at 100, Chris Feuell Plots a Comeback with Clarity, and Grit
As Chrysler hits the century mark, CEO Chris Feuell lays out a bold, brutally honest plan to rebuild the American icon.
Why does this matter right now?
Chrysler just turned 100, and yes, there was a celebration, quietly held at the Detroit Yacht Club, fitting for a brand that prefers purpose over pageantry: no parades and no fireworks. Instead, you’ve got Chris Feuell at the helm, calmly dissecting what’s next for Chrysler like a surgeon with a deadline.
“We know who we are,” she told me, cool as you like. “Chrysler still has enormous brand equity. We’re not here to chase volume. We’re here to build something meaningful again.”
Chrysler could’ve faded out gracefully with just one vehicle left in the lineup. But Chris has other plans. She’s romantic about the past, but more importantly, she’s here to make Chrysler relevant again, leaner and sharper.
How does it compare to rivals?
Compare what, exactly? While GM and Ford trip over their own SUV lineups, Chrysler has exactly one product on sale. One. The Pacifica minivan. But Chris isn’t apologizing for it.
“Pacifica gave us a platform to lead in plug-in hybrid tech when others were still talking about it,” she said. “We’ve been quietly building trust.”
The next chapter starts with the Halcyon concept. “This isn’t just a show car,” Chris told me. “It’s the direction. It shows where we’re going, and how fast.”
Where others flood the market with trims, badges, and PR noise, Chrysler wants simplicity. One lineup. One voice. One shot at getting it right.
Who is this for, and who should skip it?
“If you want a Hellcat or something with a muscle badge,” Chris said, “we’ve got other brands for that.” She’s not trying to win drag races. She’s trying to win back trust.
Chrysler’s next wave is for families, professionals, and drivers who don’t want to read a 46-page owner’s manual to pair their phone. “You shouldn’t need an engineering degree to own an EV,” she said.
She’s betting on people who’ve had it with tech overload, dealership confusion, and brands that promise the moon, then deliver an over-the-air update six months late.
What’s the long-term significance?
This isn’t a rebrand. It’s a controlled detonation. Chris inherited a company weighed down by legacy, but light on strategy. That’s changing.
“There’s value in the past,” she said, “but we’re not trapped by it. This is a new Chrysler. Clean sheet. Fresh thinking. Smaller footprint, sharper execution.”
The Halcyon will be the first test. Fully electric, built in North America, and targeting real-world practicality over startup swagger. And there’s more coming—Chris wouldn’t say how many, but made one thing clear.
“These aren’t badge jobs. These are Chrysler vehicles. Designed from the ground up.”
That’s a bold promise in an industry full of broken ones. But if anyone can pull it off, it’s Chris. She’s not here to preserve Chrysler. She’s here to rebuild it—brutally, honestly, and all in.
Like what you’ve read? Stay in the driver’s seat with more insider automotive insights. Follow @NikJMiles and @TestMiles for stories that go beyond the press release.
chrysler, chrysler 100th anniversary, chris feuell, halcyon concept, electric vehicles, ev future, plug-in hybrid, pacifica, 2026 model preview, stellantis, american automakers, auto industry news
