What explains the collapse of the Chrysler brand since 2005?
- The Chrysler brand has seen its production volume drop from 815,000 vehicles in 2005 to 88,000 in 2021, representing a 90% drop in sixteen years. What explains this collapse?
- In 2005, the Chrysler brand, which had again become a luxury brand competing with Lincoln (Ford) and Cadillac (GM) since the disappearance of the Imperial brand in 1975, had been part of the DaimlerChrysler group since 1998, the date of the merger of the Daimler and Chrysler. The Chrysler group was then made up of the Plymouth, Dodge, Jeep and Chrysler brands. At that time, the Chrysler brand offered the Sebring and 300 sedans, the Voyager and Town&Country minivans, as well as original models such as the Pacifica station wagon, the Crossfire convertible and the small PT Cruiser minivan, making seven models in total.
- In 2007, Daimler separates from Chrysler and the American manufacturer must then rely on itself to survive, which will be difficult when the subprime crisis intervenes in 2009. The manufacturer goes bankrupt and is bought in 2011 by the Italian Fiat. The Chrysler range is reduced to three models: the 300 sedan, the Town&Country minivan and the 200 compact sedan which replaces the Sebring, the latter model using an Alfa-Romeo platform. Production fell to 300,000 units in 2011.
- The following years will be marked by a total lack of interest from Fiat management for the survival of the Chrysler brand, which favors the development of the Jeep brand (belonging to the group since 1987) which better meets the growing demand for SUVs. This is how Chrysler lost the 200 sedan in 2016 and its range froze around the 300 sedan and the Pacifica minivan which succeeded the Town & Country. In 2021, Chrysler production fell to 88,000 units.
Contact us: info@inovev.com