During the 2030 strategy presentation, Carlos Tavares pointed to the many Stellantis brands as a major asset. He noted that car prices range from 6,000 to 200,000+ euros, and described each brand with one or two words. The former Chrysler brands are bolded.
- Alfa Romeo: Sportiness
- Chrysler: Ingenious
- Citroën: Care
- Dodge: Muscle
- DS: Art of Travel
- Fiat: Dolce Vita
- Jeep: Freedom
- Lancia: Elegance
- Opel/Vauxhall: German Energy
- Peugeot: Allure
- Ram: Courage
The use of “courage” for Ram should be interesting as time goes on; while “ingenious” is a good sign for Chrysler. If nothing else, it would like the first 1924 Chrysler to the next 2024 Chrysler.
Figuring out the ramifications of these labels should be interesting. Only a few are obvious to those outside the corporate headquarters.

David Zatz started what was to become the world’s biggest Mopar site (Allpar) in 1994. After a chemo-induced 2007-2010 break, during which he wrote car books covering Vipers, minivans, and Jeeps, he returned with Patrick Rall to create StellPower.com for daily news, and to set up MoTales for mo’ tales (Chrysler history and “permanent” car and truck pages). He most recently wrote Century of Chrysler, a 100-year retrospective on the marque.
Discover more from Stellpower - that Mopar news site
Subscribe to get the latest posts sent to your email.