Chrysler Mulls Over its EV Transformation Strategy
Under new leadership, Chrysler is undergoing a transformation that extends to the brand’s aesthetic identity. The upcoming Chrysler Airflow concept has undergone several changes, throughout the years, leading many enthusiasts to believe the Airflow would be the automaker’s first all-electric vehicle by 2025. Initially, that was Chrysler’s intention, but the brand is renowned for being adaptable and flexible, setting it apart from its competition. Ralph Filles, Chief Design Officer of Chrysler’s parent company Stellantis, is recognized for exploring numerous interpretations of concept vehicles before choosing a definitive design and this seems to be the case when it comes to Chrysler.
The upcoming two-row crossover from Chrysler is a prime example of Gilles’ approach, showcasing a contemporary design that surpasses the Airflow concept. As for the latest shift in design direction, it stems from the vision of Chrysler CEO Chris Feuell, who was hired to bring new perspectives and a revised playbook to the brand. Under Feuell’s guidance, Chrysler is embracing a more modern aesthetic and redefining its design language for a new era.
“Chris came at it with her perspective which we really enjoyed. She wanted a statement that had literally zero to do with anything you have seen today, even the Airflow concept car. It is evolving in a new direction,” said Gilles.
With Feuell at the helm, the team at Chrysler set out to surpass their own design standards. The outcome exceeded expectations, leaving Gilles, the creative force behind notable vehicles like the Dodge Charger Daytona SRT EV muscle car and the Ram REV electric pickup concepts, particularly exhilarated. This speaks volumes about the impressive nature of the design.
Chrysler’s Airflow concept crossover did well at customer clinics in Los Angeles earlier this year (2023). “So, we know we have a hit on our hands,” Feuell stated. Gilles took things even further, adding: “It blew the doors off. That’s a good sign. And Chrysler is ripe for that. We’ve done it before, we’ve been able to give the brand new, exciting product, so we’re pretty stoked about it.”
While the Airflow concept was initially built on the RU platform currently underpinning the Chrysler Pacifica minivan, the forthcoming production crossover will adopt Chrysler’s STLA Large Platform, specifically designed for electric vehicles. This platform offers a multitude of benefits, including a flat floor design to accommodate the battery placement, improved proportions, enhanced dynamics, and a more advanced electrical architecture. These advantages contribute to the overall excellence of the upcoming crossover’s design and performance.
According to Feuell, the production crossover inherits certain features and aesthetics from the Airflow concept but boasts a more contemporary design both inside and out, with a strong emphasis on cutting-edge technology. It will incorporate several STLA technologies. The upcoming Airflow will offer customers the choice between 400- and 800-Volt systems, enabling fast charging capabilities. Two versions will be available–a standard range and a long-range option, offering a maximum range of up to 400 miles.
Chrysler is determined to be at the forefront of advanced technologies and is eager to adopt new innovations in its vehicles when the timing is right. In the future, this could potentially even include Level 3 autonomous driving capability. The automaker strives for “harmony in motion,” integrating sustainable materials and seamless technology to enhance communication, facilitate mobility management, and increase daily productivity for owners. Accessibility will be of the essence, activated by a simple touch, and designed with a user-friendly interface for optimal operation. Additionally, Chrysler aims to make all these features available at an accessible price point, according to Feuell’s vision.
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Photo Source/Copyright: Stellantis