Chrysler dealers got an early look at a concept for an affordable model. Pricing for the proposed entry-level Chrysler could start in the $20,000s. Stellantis previewed similar affordable products for Jeep and Dodge dealers. Chrysler dealers have already had a look at what could become the brand’s next affordable model. Pennsylvania dealer Dave Kelleher told the Detroit News that Stellantis presented an affordable Chrysler concept called the Pronto last fall, with pricing that could start in the $20,000s. Production is not confirmed, but Kelleher says dealers were also shown similar small and affordable future products for Jeep and Dodge. No further details were disclosed about these models. Read: Chrysler’s Already Slashing 2027 Pacifica Pricing A Month After Its Debut “Most dealers made their money selling Neons and Sundances, and Acclaims and Spirits, cars that were affordable, that you could make payments on,” Kelleher told the Detroit News. “We’ve gotten away from that heritage.” Newly appointed Chrysler CEO Matt McAlear says Stellantis leadership understands the need to bring cheaper cars back into the lineup, and not just at Chrysler.“That’s definitely part of the Chrysler future, and it’s part of all of our brands’ futures,” McAlear said. “It’s something that we know we need to work on as a company, and we need to take a good look at where the industry is going and make sure we’re competitive.” The 1999 Chrysler Pronto Cruizer, 1997 Plymouth Pronto and 1998 Plymouth Pronto Spyder. Interestingly, the Pronto name itself is not new to Chrysler, or FCA, for that matter. We’ve seen it used on several concepts, including the 1997 Plymouth Pronto five-door and the 1999 Chrysler Pronto Cruizer three-door, both of which previewed what would become the PT Cruiser, as well as the 1998 Plymouth Pronto Spyder, an unrelated study for what the company described at the time an “exotic, yet affordable European sports car.” A Brand Down To One Nameplate The pitch lands at a moment when Chrysler badly needs new product. For the past few years, Chrysler has effectively existed as the Pacifica company. The Voyager lingered alongside it for a time, essentially a pared-back version aimed at fleets and budget-conscious buyers, but that has now been dropped. The recently updated 2027 Pacifica stands alone in the lineup, an entire American marque reduced to a single people carrier. The former boss of Chrysler, Chris Feuell, had previously revealed the company would release a midsize hybrid crossover in 2027, exactly the type of vehicle that the ailing brand needs. Then Feuell was out, McAlear was in, and the project has barely come up since. McAlear will not say what is in development, only that affordability matters. “We’ve got a lot of positivity around the brand,” he told The Detroit News. “I don’t think there’s anything to be worried about. It’s some stuff that we’ve already talked with our national dealer council about, and we’re excited to kind of lay that out (on May 21).”
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