Chrysler United States of America

Chrysler United States of America

Chrysler U.S.


June 6, 1925; 92 years ago
Walter P. Chrysler

Auburn Hills, Michigan, U.S.


FCA US LLC also known as Fiat Chrysler or Chrysler is the American subsidiary of Fiat Chrysler Automobiles N.V., an Italian controlled automobile manufacturer registered in the Netherlands with headquarters in London, U.K., for tax purposes. FCA US is one of the "Big Three" American automobile manufacturers. FCA US has its headquarters situated in Auburn Hills, Michigan.  FCA US sells vehicles worldwide under its flagship Chrysler brand, as well as the Dodge, Jeep, and Ram Trucks.

Chrysler Corporation was founded by Walter Chrysler  in 1925 from the remains of the Maxwell Motor Company. He enlarged the company in 1928 with the acquisition of Fargo Trucks and Dodge Brothers, and the creation of the Plymouth and DeSoto brands. The key people of the company Sergio Marchionne is the Chairman and CEO of the company. In 1998, Chrysler merged with German automaker Daimler-Benz AG to form DaimlerChrysler; the merger proved contentious with investors.



Walter Chrysler (1875–1940) founded the Chrysler company on June 6, 1925,  when the Maxwell Motor Company (est. 1904) was re-organized into the Chrysler Corporation. In the early 1920s Walter Chrysler had arrived at the ailing Maxwell-Chalmers company. He was hired to overhaul the company's troubled operations. Production of the Chalmers automobile was ended in late 1923. In 1928, the Chrysler Corporation started dividing its vehicle offerings by price class and function. The Plymouth brand was launched at the low-priced end of the market.

The Imperial name had been used since 1926, but was never a separate make, just the top-of-the-line Chrysler. In 1955, the company decided to spin it off as its own make and division to better compete with its rivals, Lincoln and Cadillac. On September 28, 1957, Chrysler had declared the first production electronic fuel injection (EFI), as an option on some of its new 1958 car models (Chrysler 300D, Dodge D500, DeSoto Adventurer, Plymouth Fury). In 1985, Diamond-Star Motors was formed, further increasing the Chrysler-Mitsubishi relationship. In 1987, Chrysler purchased American Motors Corporation (AMC), which brought the profitable Jeep brand under the Chrysler umbrella.

In 1998, Chrysler and its subsidiaries entered into a partnership dubbed a "merger of equals" with German-based Daimler-Benz AG, created DaimlerChrysler AG. Eurostar also manufactured the Chrysler PT Cruiser in 2001 and 2002. The Voyager continued in production until 2007, whereas the Chrysler 300C, Jeep Grand Cherokee and Jeep Commander were also manufactured at the plant from 2005 to 2010.

The 2010 Jeep Grand Cherokee very soon developed into the most awarded SUV - Ever. The Ram, Jeep, Dodge, SRT and Chrysler divisions were separated to focus on their own identity and brand. On January 1, 2014, Fiat announced it would be acquiring the remaining shares of Chrysler owned by the VEBA. The deal was completed on January 21, 2014. Several days later, the intended reorganization of Fiat and Chrysler under a new holding company, Fiat Chrysler Automobiles, together with a new FCA logo were announced. The most challenging launch for this new company came immediately in January 2014 with a completely redesigned Chrysler 200.


Sales and marketing

United States sales

Chrysler is the smallest of the "Big Three" U.S. automakers (Chrysler Group LLC, Ford Motor Company, and General Motors). In 2013 Chrysler sold 1,800,368 vehicles, 9% up from 2012, and fourth largest in sales behind GM, Ford and Toyota. It is reported that Chrysler was heavy on fleet sales in 2010, hitting as high as 56 percent of total sales in February of that year. However, the company hopes to reduce its fleet sales to the industry average in 2011 with a renewed product lineup.


Global sales

Chrysler is the world's 11th largest vehicle manufacturer as ranked by OICA in 2012. The Total production of Chrysler vehicle was about 2.37 million that year, up from 1.58 million in 2010.



Lifetime powertrain warranty

In 2007, Chrysler started to offer vehicle lifetime powertrain warranty for the first registered owner or retail lessee. Covered vehicles excluded SRT models, Diesel vehicles, Sprinter models, Ram Chassis Cab, Hybrid System components (including transmission), and certain fleet vehicles. The warranty is non-transferable. After Chrysler's restructuring, the warranty program was changed by five-year/100,000 mile transferrable warranty for 2010 or later vehicles.


Lancia co-branding

Chrysler plans for Lancia to codevelop products, with some vehicles being shared. Olivier Francois, Lancia's CEO, was appointed to the Chrysler division in October 2009. Francois plans to reestablish the Chrysler brand as an upscale brand.


Ram trucks

In October 2009, Dodge's car and truck lines were divided, with the name "Dodge" being used for cars, minivans and crossovers and "Ram" for light- and medium-duty trucks and other commercial-use vehicles.


Product line

Chrysler: Luxury sedans, convertibles, and minivans

Dodge: Passenger, performance cars, minivans, crossovers and SUVs

Ram: Trucks and commercial vehicles

Jeep: Off-road vehicles, SUVs and crossovers



Mopar: Replacement parts for Chrysler-built vehicles, as well as a brand for dealer service and customer service operations.

Mopar Performance: a subdivision providing performance aftermarket parts for Chrysler-built vehicles.




In 2010, Fiat Auto was planning to sell seven of its vehicles in the U.S. by 2014, while Fiat-controlled Chrysler Group was to supply nine models to sell under Fiat brands in the European market, according to a five-year plan rolled out on April 21, 2010 in Turin, Italy, by Fiat and Chrysler CEO Sergio Marchionne. Chrysler-built compact and full-size SUVs going on sale in 2012 and 2014, respectively, in both European and North American markets.


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