Hear me out (and honestly someone should just make me the CEO of FCA at this point).
FCA has a very diverse portfolio of vehicles. We’ve got: Fiat, Chrysler, Dodge, Jeep, RAM, Alfa Romeo, and Maserati as the main categories here in the states (Fiat is basically almost dead here, though).
But I feel FCA seems a bit lost right now. I feel their American lineups are all over the place, and this is my idea / opinion on how they should be doing it.
I feel Dodge is in an alright spot right now. I believe they should be the “sportier” mainstream offering of the group. I feel the Chrysler Pacifica should’ve never been rebranded under Chrysler, and it should’ve been kept in the Dodge family under the Grand Caravan (or new name). As long as they update the Journey, Charger/Challenger, and Durango they should be good. The platforms for all except the Journey are still competitive, but they desperately need newly designed interiors.
RAM and Jeep are fine where they’re at right now, with very well selling and saturated vehicles. Still waiting on the Grand Wagoneer.
Alfa Romeo and Maserati are okay as well, but both could use a bit of work in advertising since they don’t sell as much as the competition (Mercedes/BMW/Audi/Lexus). Still waiting on a Giulia Coupe and larger SUV from Alfa as well.
Chrysler is just a shit show right now. I don’t even want to discuss the current lineup, actually, because there IS NO LINEUP.
What I think FCA should’ve been doing all along is rebranding the Chrysler division as a full fledged luxury car brand to compete against newer Cadillac, Lincoln, Mercedes, Lexus, etc.
I know this is what Alfa Romeo and Maserati are for, but those are still foreign brands. Here in the US, out of the big 3, only 2 have luxury divisions.
If FCA spent time and money for R&D and designed some very luxurious vehicles, I feel it could really easily be a hit. The current 300 is already viewed as an “almost luxury” vehicle in certain areas, but it’s still extremely outdated. BUT, the boxy and retro design (with updates) could still be a good seller.
I know sedan sales are falling and crossovers are rising, but I feel they should also bring in a smaller luxury RWD sedan like the 200 again, but I could see why they wouldn’t consider this because of the small profit margins. If they could make a BMW 3 series competitor (literally redesign the Giulia and give it a ‘Chrysler fine tuned’ twist to it, it would be a solid competitor). Fine, we’ll skip it.
They could put out a badass couple of crossovers that could easily compete with other ones out in the market. As long as they’re decently quick (without that DISGUSTING 9-speed ZF) and ride very smooth & quiet with an extremely luxurious interior, they’d be an easy hit as well, although the crossover segment is VERY overcrowded. They should also bring back the Aspen to compete against something like the new Lincoln Aviator.
Also, a full fledged and sized luxury SUV would be great. I know we’re still waiting for a “Grand Wagoneer” from Jeep, but c’mon it’s been YEARS. But at the same time, that car under Jeep was already claimed to be competing against Range Rover, so I’m not sure if it’d be a good idea to make it under the Chrysler brand at the same time. Maybe they could use the platform from the Grand Wagoneer but aim it to compete against the Lincoln Navigator / Cadillac Escalade? And make the Grand Wagoneer a more luxurious off roader? Idk.
Ugh. I just have so many ideas and high hopes for FCA, but I know none of this will happen. They’re just too late to the game. Like they really don’t have any hybrids or EV’s besides the Pacifica yet…
I’m not an FCA fanboy, but growing up with a lot of family working and retiring through Chrysler, it leaves a special place in my heart. I do want to see them succeed, but it just seems they’re not dividing enough attention amongst all the divisions of brands in their portfolio.
I feel they’re waiting way too long to get things moving, and even Chrysler has had an awful history in the early 2000’s that it’d take a lot of reimaging to get them competitive.
Just my wandering thoughts.