|Type||Division of Chrysler Group LLC|
|Founded||June 6, 1925|
|Headquarters||Auburn Hills, Michigan, U.S.|
|Key people||Saad Chehab (CEO of Chrysler Brand and Lancia)
Sergio Marchionne (CEO of Chrysler Group LLC)
|Owner(s)||Fiat S.p.A. (61.8%)
United Auto Workers (38.2%)
|Parent||Chrysler Group LLC|
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. Chrysler's positioning of the Chrysler brand towards a mid-price brand caused Chrysler to kill DeSoto after 1961 and merge most DeSoto vehicles into the new Chrysler Newport. After the Imperial brand was dropped in 1975, Chrysler once again became the top brand.
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 in 2001, the Chrysler division marketed everything from economy cars such as the PT Cruiser to the limited production Prowler sports car alongside the brand's traditional upscale models such as the 300 and LHS.
Following Fiat's acquisition of a 20% stake in Chrysler LLC, Fiat set a long-term goal of reviving Chrysler as a full luxury brand to compete again with Cadillac and other luxury brands. 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 2011, the brand's winged emblem was modified, eliminating the historic blue ribbon center which dated from the 1930s, replacing it with a blue-backed "Chrysler" nameplate.
Current Chrysler line-up
The North America Chrysler line-up consists of:
- Chrysler 200 (2011–present)
- Chrysler 300 (1955–1971, 1999–present)
- Chrysler Town & Country (1941–1988, 1990–present)
- Chrysler Ypsilon (2011–present; UK, Ireland and Japan only) (rebadged Lancia Ypsilon)
- Chrysler Delta (2011–present; UK and Ireland only) (rebadged Lancia Delta)
- Chrysler 300 (1999–present; select countries)
- Chrysler Grand Voyager (1988–present; select countries)
Past Chrysler models sold in the United States:
Chrysler's current slogan is "Imported from Detroit", which debuted in early 2011.
- "Saad Chehab: President and Chief Executive Officer - Chrysler Brand, Chrysler Group LLC". Chrysler. Retrieved 2011-11-21.
- "REPORT: Fiat wants Chrysler to be a Cadillac Competitor". autoblog.com. Retrieved 2010-10-07.
- "Lancia, Chrysler to share products". Leftlanenews.com. Retrieved 2010-03-12.
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