Chrysler has been a heavyweight in the automotive industry for nearly a century. Its ability to create muscle cars that symbolized passion skyrocketed Chrysler's fame over the years. Despite being a long-time player in the automotive industry, the Michigan-based carmaker is yet to make a substantial impact in the EV market. However, whether jumping on the bandwagon or realizing there's a piece of cake for everyone, Chrysler has finally announced its entry into the EV market with the successor of the iconic 300! Here's what the chapter might look like!

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The Solid Reputation To Be Carried Forward

A parked 1970 Chrysler Hurst 300
Mecum Auctions
Front view of a 1970 Chrysler Hurst 300

Since its inception in 1925, Chrysler has undergone various changes in its name and now operating under the parent company - Stellantis North America aka FCA U.S. The company has never failed to establish itself as one of the most innovative and successful car brands in the world. It created coupes that oozed sheer regalness which were also affordable as compared to an Audi or a Mercedes muscle car. Over the years, Chrysler continued to produce cars that were ahead of their time via subsidiaries Dodge, Jeep, Mopar, and Ram. There are many examples like the Dodge Charger and Challenger that shows their prowess in understanding technology and customer needs.

Despite having an impressive track record when it comes to producing successful cars over the years, Chrysler has been facing challenges due to increased competition from other car manufacturers. However, it has managed to stay relevant by focusing on creating high-quality vehicles with modern designs. While foraying into EVs may be new territory for the company, there's no doubt that they have what it takes to compete in this rapidly changing market. But they have miles to travel before establishing themselves among EV consumers. Carrying the same legacy forward could be a daunting task for Chrysler.

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The "Not-So-Easy" Transition

2022 Chrysler Airflow Concept
Chrysler
A 2022 Chrysler Airflow Concept car driving down the road.

Chrysler has made impressive strides in the ICE automobile market. However, questions regarding its continued success and legacy still linger. The company's vision states it is committing to producing electric vehicles and is moving toward an all-electric lineup by 2028. A recent announcement has been made regarding the launch of a new all-electric sedan in 2025. Chrysler's parent company - Stellantis - has clear goals for moving away from ICE engines.

The company could set a solid foot in the EV market if it takes significant first steps in market penetration, which won't be a cakewalk. Chrysler's attempt to be a significant player in the EV market from being one of the most successful ICE carmakers is without any doubt a mammoth transition. Stellantis will have to rewire itself right from top to bottom. From R & D department to the marketing team, the novel EV players might have to comb through each department and get it ready for the electric consumers. In a way, Stellantis and Chrysler are preparing themselves for a new beginning. Building something from scratch, again!

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A Bit Late To The Party, Perhaps?

Side view of a white Chrysler Airflow Concept
Chrysler
A side shot of a white Chrysler Airflow EV concept car.

While Chrysler's entry into the EV market is exciting, there are some reasons why it may not succeed as an EV maker. The lack of experience in this field can be a major disadvantage, especially when competing with established players like Tesla, Ford, and Rivian. Chrysler often held an edge over its competitors when it came to pricing factors. However, it cannot be the case when it comes to the EV market. Homegrown EV makers Tesla, Chevy, and Ford are reaping sales with vehicles that provide impressive ranges and fitting prices. Tesla's Model 3 and Model Y are already in the market with Ford offering a neck-to-neck battle with its flagship Mustang Mach-E. Not to forget, this is an ongoing battle and Chrysler is at least two years away from getting themselves to the starting line.

Moreover, there's rising competition for Chrysler in the form of Chevrolet. With Equinox set to be launched the next year, Chevy has already taken over Ford as the second-best EV seller in the U.S. behind Tesla. Chrysler must also overcome the issue of range anxiety that many potential buyers have when considering electric cars. The 300 EV needs to have enough range to make it a viable option for long journeys without requiring frequent charging stops. Pricing will play a crucial role in determining the success of Chrysler's EV venture. Mass-market brands like Nissan and Chevrolet have already set relatively affordable prices for their electric offerings, it remains to be seen whether Chrysler can compete on price while still delivering quality products. To ensure success as an EV maker, Chrysler must prioritize innovation and sustainability. This means investing heavily in research and development to create cutting-edge technology that sets them apart from its competitors like Tesla, Ford, and Rivian. Nonetheless, it remains to be seen how well can Chrysler fare despite being late to the party.

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Bold Move To Kickstart With The 300 EV

2023 Chrysler 300s rear
Chrysler
Shot of the 2023 Chrysler 300s' rear

In an attempt to catch up, Chrysler is planning to launch its first EV which could be a successor to the 300. Keeping the grandeur of its design in mind, the automaker has introduced its Airflow EV concept. It is an SUV crossover that will resonate with the design future of the brand. In its own words, the company claims "This is what the future looks like". The new model is expected to feature cutting-edge technology such as advanced driver assistance systems and autonomous driving capabilities, making it a strong contender in the luxury sedan market. But, with U.S. consumers opting for SUVs, compact SUVs, and pickup trucks, Chrysler is making a bold move with its full-sized sedan. The company also revealed they are targeting younger buyers with their first EV launch. This seems to make less sense as young car owners seldom incline sedans. To conclude, Chrysler could have planned better, especially after deciding to join the market so late considering its reputation. The rest? Perhaps we will know by 2025.