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SA's 5 cheapest new cars NOT made in India or China
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Chrysler celebrates 100 years with its coolest cars, while execs anticipate brand's future
Happy birthday, Chrysler! On Wednesday, June 4, the automaker celebrated 100 years in the car business. In those years, Chrysler was one of the brands to power Detroit through the auto industry's heyday. Along the way, it engineered hundreds of vehicles, ranging from wacky concept cars to the family focused Pacifica minivan. Chrysler brought 21 of the coolest and wackiest of its vehicles to Belle Isle for members of the news media to test-drive around the island. Among them was a 1926 B70 prototype, driven way back then by Chrysler's founder, Walter P. Chrysler, himself. Several iterations of the popular 300 sedan — originally pitched as a muscle car for bankers — looped around Belle Isle. Two wood-plated cars — a LeBaron and a 1948 Town & Country -- were on scene, and the star of the show was one of the nine remaining Chrysler Turbine Cars: a sleek, space-age two-door car with a jet engine under the hood. The Turbine Car runs on gasoline, vodka, perfume or anything else that burns. For this event, Chrysler historians ran the vehicle on kerosene. The Turbine Car was smooth and powerful, and it sounded like taxiing in an airplane while driving. The rotund 1996 Town & Country, too, was a surprisingly pleasant drive. The 1934 Airflow Sedan, though, had an inconvenient turn radius and a massive steering wheel, but any sweat broken while wrestling a turn was cooled off by a breeze through the windshield, which flipped open like any other window on the car. Speeding: Everyone speeds on Detroit's Lodge Freeway. But there's a reason for the 55-mph limit. Brandt Rosenbusch, Stellantis' manager of historical services, said hauling all of Chrysler's most notable vehicles out to Belle Isle wasn't easy. Most of them don't ever drive on public roads, he said. "You can see how beautiful these cars are, so we make a rule not to drive them on public roads," Rosenbusch said, noting that Chrysler's anniversary was a rare and meaningful exception to the rule. Chrysler runs in Rosenbusch's blood. His grandfather worked at the Chrysler tank plant during Detroit's time as the Arsenal of Democracy. Rosenbusch's fatherinterned with Chrysler's design studios and worked in public relations for the company for several decades. A year after his dad retired, Rosenbusch carried the torch and took a job with the automaker in 1990. "My whole life has been Chrysler," he said. The celebration of the brand's 100 years raised questions about what the next 100 years might look like for an automaker that has been in flux since filing for bankruptcy in 2009. After a series of mergers and product line shrinkages, Chrysler currently offers one vehicle in the Pacifica. An article by Free Press auto critic Mark Phelan recently suggested the next Stellantis CEO consider ending Chrysler, adding to the din of others who scoff at an automaker that offers only minivans. Chrysler's future: Chrysler CEO discusses future of brand as it approaches 100th birthday Chris Feuell, the CEO of Chrysler, said the brand isn't going anywhere. The Pacifica is due for a revamp, she said, and for the first time in a decade, there is a new Chrysler vehicle coming. "In 2027, we will launch our first new product in more than 10 years, and that will be a desized crossover," Feuell said. Feuell doubled down on what she has previously told the Free Press, saying that the new Stellantis CEO, Antonio Filosa, is committed to keeping the Chrysler name in the international company's vast profile. "I am so thrilled to have Antonio Filosa at the helm now, leading the company," Feuell said. "He is a true fan of Chrysler and is 100% behind supporting continued investment." For the historian Rosenbusch, continuing the legacy of Chrysler is more than sentimentality — it's about preserving what makes Detroit great. "Every company is international now, but our heart and soul is really here," Rosenbusch said while flanked by a century's worth of Chrysler vehicles. "Detroit is Chrysler, and Chrysler is a part of Detroit." Liam Rappleye covers Stellantis and the UAW at the Detroit Free Press. Contact him: LRappleye@ This article originally appeared on Detroit Free Press: Chrysler celebrates 100 years of history, while looking to the future Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data