Chrysler is unexpectedly preparing to return to the affordable car segment. Last autumn, Stellantis already showcased a concept for a new model called Pronto. It is assumed that the car's price could start in the $20,000 range.
Currently, Chrysler's situation looks almost critical. After the discontinuation of the 300 sedan and the reduction of its lineup, the brand essentially survives on the Pacifica minivan. The company's sales have plummeted by approximately 80% over 20 years – from almost 600,000 vehicles in 2005 to about 125,000 in recent years.
That's why the topic of cheap models has once again become strategic for Stellantis. One Chrysler dealer explicitly stated that the brand used to profit from the Neon, Sundance, Spirit, and other mass-market cars "that people could actually afford." Now the company is trying to win back that audience.
Almost nothing is known about the Pronto yet. But the name itself is intriguing: Chrysler already used the name Pronto for concepts in the late 1990s, which later inspired the PT Cruiser.
The main intrigue is what platform the new model will receive. Stellantis actively uses global architectures and badge engineering between brands. Therefore, the new Chrysler could be related to Jeep, Peugeot, or even European Opel models.
Against the backdrop of rapidly rising car prices, the story looks particularly telling. While many manufacturers are betting on expensive SUVs and premium technologies, Stellantis is essentially admitting: the American market once again needs simple and relatively cheap cars.