Chrysler is the premium marque of its parent manufacturer, Fiat Chrysler Automobiles (FCA). Fiat Chrysler Automobiles was formed in 2014 through the merger of Europe-based Fiat and Chrysler, one of Detroit’s ‘Big Three’ automakers and iconic symbol of the American automotive industry.
Chrysler struggled to compete with Chevrolet and Ford brands and, as a result, tried to shift from luxury to mainstream. However, this migration into new segments led to falling sales in 2019. Consumer staisfaction with the brand is declining and is among the lowest in the United States. The brand is virtually exclusively available in North America. Chrysler's parent company, FCA, owns some of the more popular brands in the United States: Jeep, Ram and Dodge. Altogether, the manufacturer sells around one in every eight vehicles in the United States.
FCA is merging with Groupe PSA in a 50-50 move. This new entity should be formed in early 2021 and will become the fourth largest producer of automobiles in the world. The move provides the new corporation, which will be called Stellantis, with the resources to invest in new technologies, staying relevant as the automotive industry moves towards self-driving and electric vehicles. PSA had previously acquired Chrysler’s European operations in 1979 but the descendants of the brand also became obsolete by the mid-90s.
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