Late last year, we heard that Chrysler was planning a radical revival that would include a new sedan, new crossovers, and something that would cost less than $30,000. Now, Pennsylvania dealer Dave Kelleher has told the Detroit News that, last fall, Stellantis showed its dealers an affordable Chrysler concept that would be priced in the $20,000s. The concept reportedly had the name Pronto, which was used on several concepts in the late 1990s, including one that would ultimately become the PT Cruiser. What’s more, Kelleher says that similar small, affordable future products were shown for Dodge and Jeep. However, don’t get too excited just yet.
Stellantis Is Gauging Brand Interest
Chrysler
None of the products mentioned by Kelleher has been confirmed for production, and images or other information about these vehicles were not shared, but it sounds like Stellantis is testing the waters after a tough 2025, looking for ways to right the ship and regain ground where it’s lost market share. Kelleher told the Detroit News that Chrysler has lost its way, and dealers have noticed. “Most dealers made their money selling Neons and Sundances, and Acclaims and Spirits, cars that were affordable […],” he said. “We’ve gotten away from that heritage.” With the news of this cheap concept being shown to dealers, as well as recent comments indicating that Chrysler is exploring new ideas for future sedans, it seems that Stellantis is as committed to the brand as its executives have been saying, despite the marque only having one product, the Pacifica, currently on sale.
Chrysler CEO Knows Affordability Is Key
Chrysler
Recently appointed Chrysler CEO Matt McAlear acknowledged the need to offer affordable products, saying that this is “part of all our brands’ futures,” and adding, “It’s something that we know we need to work on as a company, and we need to take a good look at where the industry is going and make sure we’re competitive.” He also told the publication that leadership at Chrysler is seeing “a lot of positivity around the brand” before teasing more details to come before the end of the month: “It’s some stuff that we’ve already talked with our national dealer council about, and we’re excited to kind of lay that out [on May 21].” That’s a reference to the Stellantis investor gathering in Auburn Hills, where it’s believed that CEO Antonio Filosa will outline the company’s future strategy and also detail what the future looks like for each of the conglomerate’s 14 brands.
Autoblog’s Take
Related: Chrysler Pacifica Could Become an Off-Roader You Can Actually Buy
Until we hear what Filosa says next week, all we can do is guess, but it certainly sounds like Chrysler has a future. Ram and Jeep may be the priorities for Stellantis, but we expect Chrysler to play its own role. As long as Stellantis doesn’t overinvest in unpopular technologies and is able to keep costs down, Chrysler has a shot at becoming one of America’s biggest brands again. To that end, a midsize hybrid crossover must surely be near the top of the agenda. We’ll know more on May 21.
