- Chrysler (division)
Chrysler Type Division of Chrysler Industry Automotive Founded June 6, 1925 Headquarters Auburn Hills, Michigan, U.S. Key people Olivier Francois (CEO of Chrysler Brand and Lancia)
Sergio Marchionne (CEO of Chrysler Group LLC)
Products Automobiles Parent Chrysler Group LLC Website chrysler.com
Chrysler is the flagship brand of Chrysler Group LLC, named after founder Walter P. Chrysler.
The Chrysler brand was originally a premium luxury position competing with Cadillac and Lincoln, owned respectively by Chrysler Group's Detroit rivals, General Motors and Ford Motor Company. Chrysler was the top brand in the portfolio of what was then known as Chrysler Corporation, led by its top model, the Imperial. After the corporation decided to spin Imperial off as a separate brand in 1955 to better compete with Cadillac and Lincoln, Chrysler became the corporation's number two brand, but still offered luxury and near luxury products. After the Imperial brand was dropped in 1975, Chrysler once again became the top brand, with range of products competing with both luxury and near luxury brands such as Buick.
During the 1980s the Chrysler division expanded its product line and target markets by marketing upscale versions of the Chrysler K platform. The Chrysler brand took on a similar role as Oldsmobile, Buick, or Mercury by offering entry-level luxury cars of various types and sizes. After the Plymouth line of cars (which were sold in car dealerships alongside the Chrysler brand) were discontinued, the Chrysler division marketed everything from economy cars such as the PT Cruiser to the Prowler sports car alongside the brand's traditional upscale models such as the 300C.
Following Fiat's acquisition of a 20% stake in Chrysler LLC, Fiat set a long-term goal of differentiating the Chrysler brand from Dodge by remaking Chrysler into a full luxury brand to compete again with Cadillac and Lincoln. The company stated in October 2009 that future plans for Chrysler brand vehicles include closer cooperation and shared development between Chrysler and Lancia, an upscale Italian automaker within the Fiat Group. In April 2011, Chrysler announced that its plans to market the Lancia Ypsilon in the U.S. under the Chrysler brand is unlikely due to the U.S. launch of the similar Fiat 500, while the plan to sell a Chrysler-branded Lancia Delta in the U.S. is said to be "under review". In 2011, the brand's winged emblem was modified, eliminating the historic blue ribbon center which dated from the 1930, replacing with a blue backed "Chrysler" nameplate.
Current Chrysler line-up
The current Chrysler line-up consists of:
- Chrysler Ypsilon (2011-present; UK and Ireland only) (rebadged Lancia Ypsilon)
- Chrysler Delta (2011-present; UK and Ireland only) (rebadged Lancia Delta)
- Chrysler 200 (2011–present)
- Chrysler 300 (2005–present)
- Town & Country (1941-1988, 1990–present)
Past Chrysler models sold in the United States*:
*Note: if a vehicle was sold in different size classes over its lifetime, the most recent is listed
- ^ "REPORT: Fiat wants Chrysler to be a Cadillac Competitor". autoblog.com. http://www.autoblog.com/2009/09/21/report-fiat-wants-chrysler-to-be-a-cadillac-competitor/. Retrieved 2010-10-07.
- ^ "Lancia, Chrysler to share products". Leftlanenews.com. http://www.leftlanenews.com/lancia-chrysler-to-share-products.html. Retrieved 2010-03-12.
- ^ Berkowitz, Justin (2011-04-21). "Chrysler Cancels B-segment Car for U.S., Chrysler-Badged Civic Rival Now Very Unlikely". Car and Driver. http://blog.caranddriver.com/chrysler-cancels-b-segment-car-for-u-s-chrysler-badged-civic-rival-now-very-unlikely/. Retrieved 2011-08-13.
Chrysler timeline, 1970–present Type 1970s 1980s 1990s 2000s 2010s 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 Compact LeBaron PT Cruiser Town & Country Town & Country Mid-size LeBaron (2-dr) Sebring (2-dr) Sebring (2-dr) LeBaron conv. Sebring conv. Sebring conv. Sebring conv. 200 conv. E-Class LeBaron GTS LeBaron (4-dr) Cirrus Sebring (4-dr) Sebring (4-dr) 200 (4-dr) LeBaron Fifth Avenue New Yorker Full-size Newport Newport Fifth Avenue Concorde Concorde 300 300 New Yorker New Yorker New Yorker New Yorker New Yorker 300M Town & Country Imperial LHS LHS Sports Laser Conquest Prowler Crossfire Crossover SUV Pacifica SUV Aspen Minivan TEVan Voyager Voyager Town & Country Town & Country Town & Country Town & Country Town & Country Limousine Executive Personal luxury Cordoba Imperial GT TC See also: List of Chrysler vehicles Chrysler vehicles CurrentCars HistoricCars
150 · 160 · 180 · 2-Litre · 300 series · Chrysler 300 · 300M · Airflow · Airstream · Alpine · Avenger · Centura · Charger · Chrysler · Cirrus · Concorde · Conquest · Cordoba · Crossfire · Daytona · Drifter · Dynasty · E-Class · ES · Executive · Fifth Avenue · Galant · Horizon · Hunter · Imperial · Imperial Parade Phaeton · Intrepid · Lancer · Laser · LeBaron · LHS · Neon · Newport · New Yorker · Phantom · Plainsman · Prowler · PT Cruiser · Regal · Royal · Royal (Australia) · Saratoga · Scorpion · Sebring · Sigma · Spirit · Stratus · Sunbeam · TC by Maserati · Touring · Town and Country · Turbine Car · Valiant · Valiant Charger · Valiant Galant · Valiant Lancer · Valiant Pacer · Valiant Volare · VIP · Viper · Vision · Wayfarer · WindsorVans / SUVs
ConceptCars Chrysler MarquesCurrentDefunctAMC (1966–1988) · Commer (1905–1979) · Barreiros (1959–1978) · DeSoto (1928–1961) · Eagle (1988–1998) · Fargo (1920–1972) · Hillman (1907–1976) · Humber (1898–1975) · Imperial (1955–1975, 1981–1983) · Karrier (1908–1977) · Plymouth (1928–2001) · Singer (1905–1970) · Simca (1934–1977) · Sunbeam (1901–1976) · Valiant (1960–1966) Divisions and
Joint ventures and
People Places Products Other Fiat S.p.A. automotive brands Retail brands Major interests Defunct marques
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