Why Chrysler’s EV blueprint was destined to fail

Chrysler is in need of a plan, something resembling anything. News recently broke that Chrysler was putting its immediate EV plans on hold, putting its deadline to go fully electric by 2028 up in the air. According to MoparInsiders, a memo to suppliers of the C6X (codename for the Airflow electric SUV) was leaked, stating that “any spending associated with this program should be suspended immediately.”

While this is by no means conclusive for Chrysler’s long-term EV plans, it does not look promising because nothing concrete about its future seems to be in sight. Here are four reasons why Chrysler’s EV plan would never work if they did end up deciding to pursue it.

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#1: Chrysler’s only remaining model is a minivan

Yes, minivans sell because they’re needed, but it’s not a segment anyone would categorize as “hot” the way trucks and SUVs are. Sadly, Chrysler now only has one model, and there’s nothing concrete in terms of new models on the horizon.

Fortunately, the Pacifica sold the most units in the segment in 2024, largely because it offers a plug-in hybrid powertrain, all-wheel drive, and Stow ‘n’ Go seating (for gas-only models), which allows the second-row seats to fold conveniently into the floor. Those are its bragging rights, and that’s not good.

The Pacifica is now the elder statesman in the minivan segment, which isn’t a badge of honor if you consider that it’s been around in the same form since 2017, with only a mild refresh back in 2021. It’s easily upstaged by everyone else in the segment, including the Honda Odyssey, Toyota Sienna, Kia Carnival, and now the all-electric Volkswagen ID.Buzz.

The last vehicle Chrysler retired was the antiquated 300 sedan that hadn’t been redesigned since 2011, and the one before that was the mediocre 200 sedan that died in 2017.

The brand has “added” a second vehicle this year, but it’s not exactly a standalone model. It’s essentially a rebadged base model Pacifica, touted as the Voyager, that costs less and looks the same. This is not big news, folks. As a result, Chrysler isn’t exactly at the forefront of car buyers’ minds.

Most thriving brands offer a range of vehicle segments rather than a single model. If you’re going to go all in with electric, but nobody thinks about your brand in the first place, you’ll be hard-pressed to draw in buyers in large volumes. Out of sight, out of mind, as they say.

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#2: The EV competition is no joke

Even if Chrysler was able to launch a production EV this year, it would be swimming upstream against the likes of Tesla, Ford, GM, Hyundai, and Honda. The Airflow concept debuted at CES in 2022, and it looked almost production-ready. Part wagon, part SUV, and very sleek, the Airflow showed us that Chrysler might be able to redefine itself after a decade of mediocrity. 

Based on Chrysler’s new STLA Medium EV platform, the Airflow would use new battery tech for a purported 400+ mile range and come with all-wheel drive, allowing it to compete with the Tesla Model Y and the Ford Mustang Mach-E. Unfortunately, Chrysler put all of its eggs in one basket, and the EV market has cooled, evidenced by numerous automakers making changes to their once tsunami-like EV plans.

Moreover, brands like Ford, Hyundai, and Honda have already proven themselves in the EV arena, and those brands are bringing more models into the fray. It’s not only Tesla that would put an electric Chrysler on the ropes, but models like the upcoming Hyundai IONIQ 9, Lincoln Star, and the Ford Explorer Electric could prove to be too much competition for a Chrysler electric SUV that the world hasn’t seen yet. That momentum is real, while Chrysler’s mettle in this fight hasn’t even shown itself.

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#3: Chrysler’s sister brand, Jeep, already has two electric SUVs in the works

An upcoming Chrysler electric SUV might end up getting cannibalized by its sister brands, Jeep and Dodge. You’ve gotta figure that Jeep’s upcoming electric Recon and Wagoneer S will run circles around any potential Chrysler electric SUV in terms of popularity.

They will already have a leg up because they’re coming later this year. The Wagoneer S is a done deal, and spy shots of the Recon look pretty promising. We don’t so much as have a whiff of what a future Chrysler electric SUV model looks like.

Jeep might be struggling in light of the overall Stellantis sales crisis, but the brand remains at the forefront of buyers’ minds. As they say, there’s no such thing as bad publicity. The worst curse would be not being talked about at all, which is where Chrysler finds themselves these days.

#4: There’s nothing significant on the horizon

It appears that Chrysler has nothing truly earth-shattering planned for this year. Yes, the brand has confirmed that a refreshed Pacifica is on the way in 2026, but that’s still a ways off. While the Pacifica is the best-selling minivan, it’s on the decline. The model’s sales dropped about 11 percent in 2024 compared to the previous year, so the trend isn’t positive.

According to Green Car Reports, Chrysler CEO Christine Feuell confirmed that the brand will introduce a new crossover SUV and a Halcyon concept-based car, but we’re talking a year or more from now to see anything meaningful for a brand that’s fading in sales and the minds of car buyers.

The Halcyon is a rakish electric sports coupe that’s too niche to appeal to a wide swath of potential buyers. It might be important as a halo car, but it certainly won’t move the sales needle up very much. Even the niche Halycon-based car would be quite a bit later to the party than the electric Dodge Charger already hitting showrooms.

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Final thoughts

As much as we would love for Chrysler to not just survive but thrive, our hopes aren’t high. Had they introduced even a couple of brand-new or newly redesigned models, they might be able to weather the cooldown of the current EV market.

They allowed their models to die, though, and they weren’t great to begin with. The PT Cruiser and the Sebring don’t even elicit good memories, and the 200, 300, and Town & Country weren’t that much better. The brand had better pull off a serious magic trick soon if it’s going to have any chance of success. 

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