The Chrysler Group, once comprised of four brands – Chrysler, Dodge, Jeep, and Ram – is no more. It is now part of Stellantis North America, a division that also includes Italian makes Fiat and Alfa Romeo. Stellantis, formed in 2021 thanks to merger of Fiat Chrysler and Peugeot, operates 14 brands. The four US brands are performing below potential, with at least one at high risk of cancellation. Recently, Stellantis made some administrative changes that could revive the US operation. Time is critical though because customers won’t settle for less.
Back and Forth
We won’t cover all the details for why the U.S. operations is struggling. Let’s just say electrification and brand neglect are up there.
This summer, Stellantis appointed a new CEO, Antonio Filosa. Almost immediately he named Tim Kuniskis as head of American brands, North America marketing and retail strategy, a move widely perceived as breathing new life into the four American brands.
Kuniskis has held multiple leadership roles at Stellantis, including CEO of Dodge and Ram, where he oversaw product strategies that emphasized performance and extended the market life of older models. Notably, his recent appointment comes as the company seeks to regain market share and improve dealer relations. Kuniskis is also tasked with overseeing the return of the SRT performance division, signaling a shift toward a more unified approach to product development and brand positioning across the company’s U.S. portfolio.
Winning Strategies
It is the opinion of this writer that the once-named Chrysler Group can and should be saved. The process won’t be easy nor will it come cheaply. Here are a few suggestions for creating a winning strategy:
Combine Dodge and Ram
Separating Ram from Dodge in 2011 proved ill-timed, as the market began shifting toward SUVs and pickups. The Dodge Dart compact sedan was short-lived, and now only the Charger and Durango remain after the Challenger’s discontinuation. Reuniting Ram with Dodge would restore valuable brand strength.
For Dodge to succeed, it must follow Chevrolet’s lead by offering a complete lineup of cars, trucks, and SUVs. Reuniting with Ram would strengthen its portfolio. Introducing a midsize pickup and adding another performance model alongside the new Charger would further boost the brand’s chances of long-term success.
Overhaul Jeep
What is the Jeep brand? These days, that is almost hard to nail down, as the brand offers much more than the traditional Wrangler 4×4 or the capable Grand Cherokee SUV. For the sake of chasing market share, the brand expanded to include models ranging from the diminutive Renegade to the vast Grand Wagoneer.
The small Renegade is gone, a new Cherokee returns, while the Compass soldiers on. Jeep needs an image overhaul, one that does not try to be something for everyone. Its profitability rests on the upper part of the market, with the lower tier models simply tarnishing the Jeep name. Reskin the Compass and Cherokee and sell them as Dodge models.
Saving Chrysler
Poor Chrysler. The brand turned 100 in 2025 and there is nothing to celebrate, except maybe at the Gilmore Car Museum. What’s left of this once premium brand is one model expressed in three minivan names: Pacifica, Pacifica Hybrid, and Voyager.
Chrysler most likely will keep the minivan as it maintains a decent share of the market. Importantly, an update is needed though as it has been around since 2017.
We believe Chrysler should return to its premium roots, losing its more recent mainstream status. An all-new sedan that shares its underpinnings with the new Dodge Charger is an affordable way to get started. Inject some SRT blood into this model and it could find its place in the market.
On the utility vehicle front, a new model based on the next generation Dodge Durango would give Chrysler a strong alternative to the Buick Enclave and Mazda CX-90. And if Chrysler is so bold, reskin the Jeep Grand Wagoneer to sell its own SUV, giving the brand three models to build on.
Chrysler Group Miscellany
Stellantis is not likely to ditch its EV quest, but it must modify it sharply for the US market. This means more hybrids and fewer all-electric models. Once the technologies improve substantially (vehicle range) and the costs lower, Stellantis might find a way to introduce a fully electric model or two.
The path forward for Stellantis’ American brands will be a rough go, especially as competitors set the pace. Consequentially, injecting SRT vitality across the brands might breathe new life into old marques.
Implementing these and other changes is expected to cost the company billions of dollars, and will provide insight into Stellantis’s approach to meeting American consumer preferences.
See Also — What We Know About the Stellantis Hurricane Engine
