Chrysler shows dealers a concept for an affordable model
Chrysler’s dealer network has received a preview of a concept that could become the brand’s next affordable model. According to Pennsylvania dealer Dave Kellar, Stellantis presented a concept called Pronto last fall. The price for this model is expected to start at $20,000. Although production has not yet been confirmed, Kellar notes that dealers were also shown similar small and affordable future products for Jeep and Dodge, but without further details.
Read also: Chrysler is already cutting prices on the 2027 Pacifica a month after its debut
“Most dealers made money selling the Neon, Sundance, Acclaim, and Spirit — cars that were affordable and could be paid for in installments,” Kellar told Detroit News. “We’ve moved away from that legacy.”
Newly appointed Chrysler CEO Matt McAlear said Stellantis leadership understands the need to bring cheaper cars back to the lineup, and that this applies not only to Chrysler.
“It’s certainly part of Chrysler’s future, and it’s part of the future of all our brands,” McAlear said. “It’s something we as a company need to work on, and we need to take a hard look at where the industry is going and make sure we’re competitive.”
History of the Pronto name
Interestingly, the name Pronto is not new to Chrysler or FCA. It was previously used for several concepts, including the five-door Plymouth Pronto from 1997 and the three-door Chrysler Pronto Cruizer from 1999. Both concepts foreshadowed the arrival of the PT Cruiser. There was also the 1998 Plymouth Pronto Spyder — a separate development that the company described as an “exotic yet affordable European sports car.”
A brand narrowed to a single model
This proposal comes at a time when Chrysler desperately needs new products. For the past few years, the brand has essentially existed as a “Pacifica company.” For a while, it was joined by the Voyager — a simplified version for fleets and budget-conscious buyers — but that has now been discontinued. The updated 2027 Pacifica remains the only model in the lineup — an entire American brand reduced to a single minivan.
Former Chrysler boss Chris Feuell previously reported that the company would release a mid-size hybrid crossover in 2027 — exactly what a struggling brand needs. Then Feuell left, McAlear took over, and the project was barely mentioned. McAlear does not reveal what exactly is being developed, but emphasizes that affordability matters.
“We have a lot of positive momentum around the brand,” he told Detroit News. “I don’t think there’s any reason for concern. This is something we’ve already discussed with our national dealer council, and we’re excited to present it (on May 21).”
The situation surrounding Chrysler demonstrates a complex transitional period for a brand that was once a pillar of the American auto industry. The focus solely on the Pacifica and the lack of clear plans for new models raise concerns, although management assures it has a positive vision. A return to affordable cars like the Neon or Sundance could be key to revival, but for now, it remains just concepts and promises. The market demands concrete action, and the May presentation will show whether Chrysler can offer more than just words.