Great-Grandson Of Chrysler, Frank B. Rhodes Wants To Save The Brand

Rhodes speaks passionately about his great-grandfather’s brand in a YouTube video. He talks about the brand’s early days, almost a century ago, but also about Chrysler’s role during World War II and the perceived technological advantage the brand often had. The message is clear to some extent: Chrysler is a brand America can be proud of, and Chrysler is a brand America must preserve. “This is American history, and we can’t let it go away,” Rhodes says.

The appeal undoubtedly comes partly in response to the rumours that the large French/Italian/American Stellantis concern, now the owner of Chrysler, is a bit fed up with unprofitable brands. This is understandably causing some itching among Chrysler enthusiasts because the Chrysler brand is currently not one of Stellantis’ crown jewels. Especially after the disappearance of the Chrysler 300, the brand is actually on a pilot light, with a range that only consists of the ‘minivan’ Pacifica. Dodge, part of Chrysler since 1928, is doing somewhat better with new Charger models, but according to Rhodes’ letter, it is also not getting the attention it deserves. Stellantis, he claims, does not have sufficient connections with the American market and should therefore actually divest the American branch. In this way, the American Chrysler brands, including Jeep and Ram, will once again be in truly American hands and, as far as Rhodes is concerned, they can return to their glory days. At the same time, Stellantis, according to Rhodes, will avoid losing face and can concentrate on the many brands that would remain after such a transaction.

Stellantis has not (yet) responded to the proposal.

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