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Concept
Chrysler
Summary
Stellantis North America, officially FCA US, LLC and formerly Chrysler Corporation (ˈkraɪslər ), is one of the "Detroit Three" automobile manufacturers in the United States, headquartered in Auburn Hills, Michigan. It is the American subsidiary of the multinational automotive company Stellantis. In addition to the Chrysler brand, Stellantis North America sells vehicles worldwide under the Dodge, Jeep, and Ram nameplates. It also includes Mopar, its automotive parts and accessories division, and SRT, its performance automobile division.
The original Chrysler Corporation was founded in 1925 by Walter Chrysler from the remains of the Maxwell Motor Company. It was acquired by Daimler-Benz, which in 1998, renamed itself DaimlerChrysler. After Daimler divested Chrysler in 2007, the company operated as Chrysler LLC (2007–2009), and Chrysler Group LLC (2009–2014) before being acquired by Fiat S.p.A. and becoming a subsidiary of the newly formed Fiat Chrysler Automobiles ("FCA") in 2014. Chrysler in 2021 is a subsidiary of Stellantis, the company formed from the merger between FCA and PSA Group (Peugeot Société Anonyme) in 2021.
After founding the company, Walter Chrysler used the General Motors brand diversification and hierarchy strategy that he had become familiar with when he worked in the Buick division at General Motors. He then acquired Fargo Trucks and the Dodge Brothers Company, and created the Plymouth and DeSoto brands in 1928. Facing postwar declines in market share, productivity, and profitability, as GM and Ford were growing, Chrysler borrowed 1 billion. The company struggled to adapt to changing markets, increased U.S. import competition, and safety and environmental regulation in the 1970s.
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