‘Very, very cool’ — Chrysler rebirth focus on innovation, sleek design

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Through its history Chrysler has been known as an engineer’s car company for its many innovations and willingness to take new pathways.

And as the company name celebrates its 100th anniversary, Stellantis’s chief design officer in North America, Ralph Gilles, promises the brand’s rebirth will live up to Walter Chrysler’s vision.

Though currently limited to producing just the Chrysler Pacifica, Grand Caravan and Voyager minivans at Stellantis’s Windsor Assembly Plant, Gilles said rumours of the brand’s demise are unfounded.

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“Absolutely, there’s no two ways about it,” said Gilles when asked if the brand had a future.

“What’s happened over the last 10 years, I’d say we’ve doubled down on our other brands in terms of underscoring their personalities.

“What that’s done is taken those brands away from the core market and they’ve become more specialized.

“Dodge is a muscle car, very sporty. Jeep is off-road and RAM is trucks. That leaves Chrysler more room than it’s ever had to take care of the rest.”

Gilles told the Star that the company is deep into design work and engaging with the public, especially younger groups, on what they want to see in the brand.

While hesitant to give away too many state secrets on future designs, Gilles said the core of what the company is working on now is based on Walter P. Chrysler’s pillars of offering affordable, luxurious vehicles with innovative engineering and standout design that deliver an enjoyable driving performance.

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Gilles said elements of the futuristic Halcyon Concept car, with its sleek aerodynamic design, flexible interior arrangements and ultra-high-tech systems will first surface in the significant Pacifica refresh coming in 2026.

“I’d say Chrysler is not afraid of experimenting,” said Gilles, who oversees design for Chrysler, Dodge, Jeep, Ram, Maserati and FIAT (Latin America).

“We’re about to push that. You can see that with what we’re doing with the Halcyon.

“How sleek can a Chrysler be? How aerodynamic can we get the machine to be and still be super-functional?”

Chrysler CEO Christine Feuell was a little more liberal in divulging details of the brand’s future, confirming there’d also be a new two-row crossover launched in 2027. Feuell feels there’s a place for a new Chrysler car in a market dominated by SUVs and pickup trucks.

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With Dodge, RAM and Jeep focused on specialized segments, Gilles said he feels that leaves Chrysler a huge market to target.

“They’re people who don’t want to burn tires,” Gilles said. “They don’t want to go off-road and they don’t haul anything. That’s a lot of people.

“I’d say 60 per cent of the American and Canadian market is an opportunity for Chrysler, if not the global market.”

Gilles said there also has been a resurgence in buyer interest in the minivan segment in 2025. Sales in May were up 30 per cent in the month-over-month comparison and Feuell confirmed future orders are very strong for both retail and fleet sales.

Chrysler topped the sales charts in the minivan segment in 2024, selling nearly 40,000 more vehicles than second-place Honda (80,293).

“We’re finding there’s a new generation of customers that don’t have the apprehension about driving a minivan,” said Gilles. He feels the minivan tops the list of Chrysler’s many innovations in the auto industry.

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“They love the function of it. That new generation of kids, Gen Z, is very practical. They want value: ‘How much can I get out of my dollar?’”

Before moving onto a refreshed Pacifica in 2026, Chrysler is launching a special edition Pacifica to commemorate the company’s founding 100 years ago this month. Orders for the special edition Pacifica can be placed later this month.

“We’re adding a sport flair to it,” Gilles said.

“Combining a lot of otherwise separate options into one package. Very much a value proposition.

“It’s the first time we’ve used that satin carbon finish on the wheels. It really has a smart athletic look to it.

“We’re targeting a younger family or even someone who doesn’t have kids that likes a lot of space that’s very, very cool.”

Dwaddell@postmedia.com

Twitter.com/winstarwaddell

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