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No one wants their family name to be tarnished. This sentiment echoes for Frank B. Rhodes, a descendant of Chrysler, who believes Stellantis is disrespecting his great-grandfather’s legacy. Despite his earnest proposal to acquire Chrysler, Dodge, and Mopar from Stellantis, his overture has been met with a curt rejection.
The controversy began on August 26. In reality, tensions have been brewing long before that date—especially for Stellantis. Carlos Tavares took the helm as CEO in 2021 when Fiat Chrysler and PSA Group merged to create the 14-brand automotive powerhouse. However, Stellantis now seems overextended.
With some brand leaders advocating for a reduction in the lineup, Tavares has escalated matters by publicly criticizing underperforming brands and even hinting at their possible termination. Although he has since modified his statements, the impact on company morale has likely been significant, particularly in light of recent buyout offers and the layoff of 2,450 workers at Detroit-area plants due to the discontinuation of the Ram 1500 Classic.
In steps Rhodes, determined to preserve his automotive heritage. His great-grandfather, Walter P. Chrysler, had four children, two sons and two daughters, with Bernice, his second daughter, being Rhodes’ grandmother. It appears that Rhodes is the only living great-grandchild of Walter P. He has a strong passion and pride for his family’s legacy. According to Automotive News, he has attempted to intervene in the past, even trying to halt the Stellantis merger.
This time, Rhodes put together a 17-page proposal addressed to Tavares, which was shared on Mopar Insiders. In his letter, he acknowledges his minimal stake in Stellantis meant to stay informed. He also highlights the necessity to refocus on innovation, rejuvenate customer interest, and reaffirm Chrysler’s American identity. Notably, he did not disclose any financial backing for such a significant acquisition. Rhodes appears to be primarily a furniture maker based on his personal website, which bears a copyright from 2013. While much can change in a decade, is it enough to acquire major car brands?
Rhodes also created a YouTube video to amplify his heartfelt appeal. The six-minute video features Rhodes passionately expressing what Chrysler signifies to him and society, juxtaposed with a dynamic, fast-paced montage showcasing Chrysler’s 99-year history.
In a segment of the video, Rhodes walks through a garage filled with memorabilia surrounding the company. He prominently features a 1926 Chrysler E80 Imperial, emphasizing its authentically preserved condition, including the original paint, upholstery, and engine. “It’s a work of art,” he remarks. “I want to showcase the quality Chrysler once represented, and I am extremely proud of this company’s achievements. I don’t want to see it disappear.”
Is Rhodes taking aim at the current state of Chrysler? Definitely. However, it seems Stellantis is unfazed by his sentiments. Instead of responding directly to Rhodes, the company issued a press release.
“Stellantis acknowledges the interest in its North American brands and reaffirms the Company’s commitment to its entire portfolio of 14 powerful, iconic brands, which were each given a 10-year timeframe to build a profitable and sustainable business,” the statement dated August 30 indicated. “Like the Jeep and Ram brands, Chrysler and Dodge are at the forefront of Stellantis’ transformation to clean mobility, benefitting from the group’s cutting-edge technology and scale. The Company is not pursuing splitting off any of its brands.”
Rhodes expressed disappointment, not just in the rejection, but more so regarding the manner of communication. “Since I submitted my proposal to Carlos Tavares and [Chrysler and Ram CEO] Christine Feuell, I anticipated a direct response from them. Instead, I learned of their comments through my media contacts.”
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