Stellantis Unveils Affordable Chrysler Concept for Dealers, Pricing Under $25K

Chrysler dealers recently received a first look at a concept for an entry-level model that could redefine the brand’s future. The proposed vehicle, tentatively priced in the low $20,000s, marks a potential return to Chrysler’s roots in affordable transportation.

Stellantis also previewed comparable affordable concepts for Jeep and Dodge dealers, though no further details were disclosed about these models.

Chrysler’s Pronto Concept: A Blast from the Past

Pennsylvania dealer Dave Kelleher, speaking to The Detroit News, revealed that Stellantis presented an affordable Chrysler concept called the Pronto last fall. The name is not unfamiliar to the brand—Chrysler and its predecessor, FCA, have used it in the past:

• 1997 Plymouth Pronto five-door concept
• 1998 Plymouth Pronto Spyder concept, described as an “exotic, yet affordable European sports car”
• 1999 Chrysler Pronto Cruizer three-door concept, which later influenced the PT Cruiser

“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.”

Chrysler’s Leadership Acknowledges the Need for Affordable Models

Newly appointed Chrysler CEO Matt McAlear emphasized the urgency of reintroducing budget-friendly vehicles across Stellantis brands. “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.”

Chrysler’s Struggle: A Brand Reduced to One Model

Chrysler’s lineup has dwindled significantly in recent years. The brand, once home to multiple models, now relies almost entirely on the Pacifica. The Voyager, a stripped-down version aimed at fleets and budget buyers, has been discontinued, leaving the Pacifica as Chrysler’s sole offering.

Former Chrysler CEO Chris Feuell had previously hinted at a 2027 midsize hybrid crossover, a move that could have revitalized the brand. However, with McAlear now at the helm, details about future projects remain scarce. “We’ve got a lot of positivity around the brand,” McAlear 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).”