Chrysler and Dodge face mortal danger under Stellantis. It’s time for change

But before I get to that, a necessary disclaimer: I am the great-grandson of Walter P. Chrysler, the founder of Chrysler. My grandmother, Bernice Chrysler, told me before she passed away in 1979 to do what I could to “keep the engine running.” Although my career has been in furniture making, I have remained deeply involved with Chrysler’s die-hard American fans, serving as the brand’s unofficial ambassador and advocate (video).

In August, I wrote a seventeen-page open letter calling for the Chrysler and Dodge brands to be returned to American hands, addressed to Carlos Tavares and Christine Fueell, the CEOs of Stellantis and the Chrysler brand, respectively.

These once proud American brands have languished under the Netherlands-based Stellantis. I proposed creating a new entity – tentatively called The New Chrysler/Dodge LLC – to take over the Chrysler and Dodge brands. Stellantis rejected this idea and told the Detroit Free Press that it remains committed to each of the fourteen brands in its portfolio, including Jeep, Ram, Dodge and Chrysler, in addition to European brands such as Fiat, Opel, Peugeot and Alfa Romeo.

The brands “were each given a ten-year timeframe to build a profitable and sustainable business,” a company spokesperson told the newspaper. “Like the Jeep and Ram brands, Chrysler and Dodge are leading Stellantis’ clean mobility transformation, taking advantage of the group’s advanced technology and scale. The company does not seek to spin off any of its brands.”

EV obsession, stagnant lineup

But in my opinion, Tavares doesn’t care nearly enough about Chrysler and Dodge. While he enjoys an exorbitant salary that is criticized by investors, he has started cutting costs to the extent that factories are in disrepair, sales are declining and dealers are in dire need of new products.

Stellantis has put Chrysler on a path to an all-electric offering by 2028, a questionable move given broader market trends. Other automakers are turning to hybrid electric vehicles (HEVs) to address the slowdown in the growth of fully electric vehicles (EVs). Many brands recognize that the added costs, limited charging infrastructure and inconvenience of EVs have hindered widespread adoption, leading them to focus on fast-selling hybrids as a more practical solution. Chrysler may have released a plug-in hybrid EV (PHEV) version of the Pacifica minivan, but it appears steadfast in its commitment to an all-electric future, a strategy that could spell doom for the brand.

One of the most discouraging aspects of Chrysler’s recent history is the lack of new products. The brand has not released a completely new vehicle (the Pacifica) since 2017, causing its supply to stagnate. During this period, several promising concept vehicles, such as the Chrysler Airflow, were unveiled and appeared production-ready, but were shelved. These abandoned projects not only wasted valuable resources, but also highlighted the brand’s missed opportunities to remain competitive.

Dodge, in turn, offers both electric and internal combustion engine (ICE) versions of its new products. But even with this balance, the brand seems overly focused on electric vehicles – something its core buyer base doesn’t necessarily want. Dodge buyers have traditionally been lovers of American power and performance, and while electrification is part of the future, the push to switch too quickly threatens to alienate loyal customers.

Chrysler’s upcoming electric crossover, expected to go on sale late next year, will enter a crowded segment where it really needs to stand out to succeed. Chrysler was once known as an innovator and engineering powerhouse, but over the past two decades it has evolved into a company that follows trends rather than sets them. To survive, Chrysler must reclaim its legacy as a brand that stands for luxury and innovation.

For Dodge, the way forward is about expanding its lineup with products that resonate with its American-centric identity. Dodge has excelled with high-performance cars and performance SUVs, but the brand can do a lot more to restore its place in the market. For example, a midsize performance sedan with a smaller, more efficient turbocharged engine would allow Dodge to offer an affordable and attractive alternative to electrification. And by producing the Dodge Hornet in North America – instead of in an Italian Stellantis factory, which is then shipped to the US, as is now the case – and lowering costs, it would make the compact SUV more attractive to buyers who are looking for their first crossover or family car. further broadening Dodge’s appeal.

There is tremendous potential for both Chrysler and Dodge to succeed, but it requires listening to their customer base and focusing on what made these brands iconic. Instead, Stellantis continues to push overpriced products into a high-interest market with questionable build quality due to its outsourcing practices. American buyers in particular crave American-designed and built products, but Stellantis seems to be overlooking this. Without course correction, Chrysler and Dodge risk losing their loyal customer base and their valuable place in the American automotive landscape.

A leader who knows cars

There is a code red situation. Stellantis needs a leader who understands the passion behind these brands – someone who can reignite the spirit of Chrysler and Dodge. Tim Kuniskis, the recently retired CEO of Dodge and Ram, would be the perfect candidate to revamp these brands. For that to happen, however, Stellantis would have to give him the autonomy to run them without the constant pressure of the board’s limitations. Only then can the brands be revived and return to their former glory.

Stellantis needs leadership that understands the American auto market from a car enthusiast’s perspective: someone who can build on the legacy of Chrysler and Dodge and develop vehicles that match what customers here really want. A leader who understands cars, not just balance sheets, can guide these brands back to their roots, making cars people actually want to buy, rather than forcing them into trends they’re not ready for.

Last month, Stellantis made a public announcement about finding a successor for Tavares. This could mean a change in direction – and an opportunity to reinvigorate Chrysler and Dodge.

On the other hand, Tavares recently stated that any Stellantis brand that fails will be delisted. Chrysler employees, wondering when the ax will fall, worry about their jobs. Executives are offered early retirement to save money. Chrysler dealers are in dire need of affordable products to sell.

Since I wrote the open letter, thousands of Chrysler fans have contacted me about bringing the brand back to our country. Next summer, many of them will join me in celebrating the brand’s 100^e anniversary, including in Pennsylvania during a large, nostalgic Chrysler 100 event (video) – Americana at its best. But without action, the future looks bleak.

Read more:

The opinions expressed in Fortune.com commentary pieces are solely the opinions of their authors and do not necessarily reflect the opinions or beliefs of Fortune.