Could the Corinthian leather be a thing again? Probably not, but in a series of social media posts celebrating the centennial of the Chrysler brand released in the last few days, their parent company Stellantis is going full Mopar with the nostalgia.
Chrysler has been a walking zombie of a car brand. Right now, it basically only makes one car model, the Chrysler Pacifica and its twin, and less expensive rebadge, the Chrysler Voyager. While the brand seems to be more akin to one of the many struggling malls, where there are only a few struggling stores, Chrysler is part of a lineup of brands that includes Jeep.
Chrysler’s U.S. sales have experienced significant fluctuations over the past five years. In 2020, the brand sold approximately 110,000 vehicles, a decrease from previous years. Sales slightly improved in 2021, reaching around 115,000 units. However, in 2022, Chrysler’s sales declined to about 112,000. The introduction of the Chrysler Pacifica Hybrid accounted for 15% of total Pacifica sales in 2022. In 2023, sales rose to approximately 133,000 units, marking an 18.74% increase from the previous year. Despite this uptick, Chrysler’s sales have decreased by 67% from their 2015 peak of 317,923 units. The busiest post-Iacocca year for Chrysler was 1998, when they sold half a million cars.
The minivan has had an overall revival. In 2024, the Toyota Sienna saw a 12.8% increase in sales, reaching 73,982 units, while the Kia Carnival achieved a 14% rise, selling 49,726 units.
But in a series of social posts, two of which are seen above, the Chrysler brand has gone full into its nostalgia. Their Facebook feed is even showing off the Pentastar, with spiffy photos of the New Yorker and Cordoba. “A century of craftsmanship, echoing through every curve. And every mile tells a story.”
Perhaps most impressive was their post about the Town & Country. Rather impressive. The T&C has been discontinued, but it has a legacy that is longer than the Jeep Grand Wagoneer.
Meanwhile, Dodge has brought back its Fratzog logo, which was used from beginning in 1962. The promo information for their 2026 Durango shows the current logo, which is two lines.
The triangle reportedly dates from when Elwood Engel became chief stylist in November 1961. It was during that era that the Dodge Division sold so many famous cars.
Below, a few views of the old Dodge logos.
Their current lineup is still sparse. The company told Auto News that they were searching for a new chapter. Ralph Gillies, Stellantis’ design chief, said that, ““I think it’s time for us to pivot. We’re going to try. We’re going to experiment with the brand. There is an unserved part of our portfolio in our showroom that our dealers have identified that we can maybe serve with Chrysler, so we’re in the process of experimenting.”
The company showed up at Lime Rock in 2023, but not much happened. Below, a bit of nostalgia.
