- Frank B. Rhodes, Jr., wants to create a new Chrysler Corporation, proposing himself as a leader.
- His goal is to save Chrysler, Dodge, Ram, and Jeep, criticizing Stellantis for mismanagement.
- Rhodes made an open call to investors and workers for their support in creating the new entity.
Many Americans disagree with the way that Stellantis has treated Chrysler in recent years, reducing its lineup to the, now discontinued, 300 sedan and the Pacifica minivan. Frank B. Rhodes, Jr., the great grandson of Walter P. Chrysler who founded the Chrysler Corporation in 1925, stepped in with a rather ambitious proposal, calling investors and workers to collectively save the iconic brand alongside Dodge, Ram, and Jeep.
In a short video and a letter, Rhodes highlighted the importance of Chrysler in the American automotive history, and shared his views about the current state of the automaker. The Chrysler heir proposed himself as a leader for a “much-needed” change, asking the support of investors and workers for taking control of the brand ahead of its 100th anniversary next year.
More: We Asked You Which Stellantis Brands Should Die, These Are Your Picks
In an open letter to the people shared by Mopar Insiders, Rhodes wrote: “The Chrysler brand, once a symbol of innovation and American ingenuity, is now at risk of fading into obscurity due to what I believe are poor decisions and mismanagement by its current owners, Stellantis.”
Rhodes accused Stellantis for being “out of touch” with the American market, allowing Chrysler sales to decline and delaying new product launches. He believes that the automotive giant is risking the livelihoods of Chrysler dealers and workers, while spending millions for the salary of its CEO.
According to Rhodes’ letter, the current management at Stellantis “cannot give Chrysler the necessary attention” due to overseeing more than 15 different brands. He admitted of having hope when Christine Feuell was appointed the new Chrysler CEO four years ago, but noticed that Chrysler products kept “being pushed further down the priority list” in favor of “slow-selling brands like Fiat, Alfa Romeo, and Maserati“.
Rhodes also mentions BYD’s potential entry in the US market as an even greater threat for the local automotive industry due to the influx of cheap cars from China.
Despite the shortcomings, the Chrysler heir is confident that “investors will see the potential in resurrecting this historic brand”. His goal is to convince Stellantis to offload all of its American brands to “a company that truly cares about their future”, creating an “American-owned” Chrysler Corporation. The new entity would have Chrysler, Dodge, Jeep, and Ram under its umbrella and would focus “not only on profits but also on the people who build these cars”, with workers becoming part-owners.
Rhodes sent another 17-page letter to the Stellantis CEO, Carlos Tavares, and the Chrysler CEO, Christine Feuell. There, he highlighted the most important innovations in the history of Chrysler, expressing his “deep disappointment” for the current state of the brand. The letter concludes with an invitation to a “confidential discussion”, so he can outline his plan to the Stellantis top executives.
Despite Frank B. Rhodes, Jr.’s good intentions, it is hard to believe that such a proposal could ever have an impact on a multinational corporation behemoth like Stellantis. Tavares has not expressed any interested in parting ways with their American brands, and even if he did, a potential buyout would likely require astronomical funds. In any case, it will be interesting to see if the Chrysler heir’s proposal gains any traction ahead of Chrysler’s 100th anniversary celebrations next year.
