Can Halcyon Concept Signal a Chrysler Revival?

Stellantis gives its Chrysler brand a boost, releasing an image of an all-electric, autonomous concept car.

The Chrysler Halcyon Concept “creates a level of serenity that fully represents the Halcyon name. The Halcyon showcases innovative and sustainable mobility solutions that embrace technology and offer value to customers while delivering harmony in motion,” says Christine Feuell, Chrysler brand CEO. “The Chrysler Halcyon Concept brings to life a fully electric tomorrow through new technology suites from Stellantis that integrate with simple and pure aerodynamic design and a seamless, connected and immersive cockpit experience.”

The flowery design language aside, the concept foreshadows the enormous challenge the 100-year-old brand will face when it launches its first 100% battery-electric vehicle in 2025.

Some of the highlights of Halcyon: STLA Brain (Over-the-Air updates), SmartCockpit (AI-based applications to deliver features and services such as navigation, voice assistance and an e-commerce marketplace), AutoDrive (developed with BMW, offers Level 2, 2+ and 3 autonomous-driving capabilities which will be continuously upgraded through OTA updates.)

The Halcyon also has a butterfly-hinged canopy; 95% sustainable interior materials, including Chrysler wing logos constructed from crushed and recycled music CDs; retracting Stow ’n Go rear seating; Dynamic Wireless Power Transfer (DWPT) technology to wirelessly recharge the vehicle as it travels, allowing for the possibility of unlimited range; and 800V lithium-sulfur batteries, resulting in an estimated 60% lower carbon footprint than today’s best-in-class batteries.

Halcyon is an infusion of freshness to a brand that has been bereft of new products. The only vehicle currently in the brand lineup is the Pacifica minivan, and the less expensive version called the Voyager, a model name last used when the former owner of Chrysler, DaimlerChrysler, killed off the entire Plymouth brand including the Plymouth Voyager minivan.

Stellantis discontinued the Chrysler 300 sedan in 2023.

Transitioning the Chrysler brand into the era of electrification and autonomous driving will be a steep challenge. The brand has been long neglected and has no real historic strengths outside of minivans that most customers can remember. Chrysler Pacifica sold 120,000 units in 2023, according to Wards Intelligence data.

Chrysler brand buyers in the U.S. are typically aged between 55 and 64, according to Motorandwheels.com, with men making up 58% of customers. Most Chrysler buyers have a high school education or above, and the largest group by income is in the $50,000-to-$75,000 range.

To succeed with electric vehicles, Stellantis will have to attract more college-educated and higher-income customers, which should prove to be a tall order given the increasing competition for EV owners among both legacy carmakers and start-ups.