The heir to the Chrysler family wants to buy the car brand back from Stellantis

The great-grandson of the Chrysler founder asks Stellantis STLA and CEO Carlos Tavares to return the brands back to American ownership.

IN A open letter to Tavares this week, Frank B. Rhodes Jr. proposed purchasing the brands — including all operations, facilities and employees — through a newly formed company called “The New Chrysler/Dodge LLC.” The new firm will then launch an “aggressive design and renewal plan” to develop a “Phoenix-like” revival.

“I’d love to see jobs saved, grown and iconic brands revitalized and truly proud American ownership, so I’d plan for all employees, dealers and brand enthusiasts to look forward to new and exciting cars rather than models tired and uninspired. still remaining in the Chrysler/Dodge brand portfolio,” Rhodes wrote.

It is unclear whether Rhodes has secured the necessary financing to purchase the brands, which would certainly be an expensive undertaking. Rhodes said he only has a “symbolic position” in Stellantis, although he has been a brand ambassador for 45 years.

Although Stellantis has indicated it would be open to cutting certain brands based on poor performance, much of that attention has been – publicly – focused on Maseratiwho has had problems this year. But the firm has said it has no intention of making such a sale and he highlighted his commitment to all 14 brands in its portfolio.

“If they don’t make money, we’ll shut them down” Tavares said last month. “We can’t afford to have brands that don’t make money.”

One video posted by a Chrysler club in Tennessee, Rhodes emphasized Chrysler’s heritage and talked about his vision to revitalize the brand in America. Although Chrysler’s first car was introduced in 1924, next June will mark 100 years since the company was officially created.

He also expressed frustration with Stellantis executives, including Tavares and CEO Chrsyler Christine Fewell.

“I cannot fully express the deep disappointment that I, and all current and former Chrysler owners, feel at the lack of variety and innovation in the Chrysler and Dodge plates to which we have been loyal,” Rhodes wrote to Tavares, listing a number of problems. he has with Stellantis the treatment of brands.