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How the Brands Were Born

A brief history from FCA US

January 20, 2016

History

“Well, I’ll tell you: More than most. You see, it’s the hottest fires that make the hardest steel. Add hard work and conviction, and the know-how that runs generations deep in every last one of us. That’s who we are. That’s our story.”

This line from the 2011 ‘Imported From Detroit’ commercial tells a little bit about the history of the FCA US LLC brands.

Chrysler, Jeep®, Dodge, Ram and FIAT brands as well as the SRT performance vehicle designation, are legendary emblems that have launched entire new category segments for FCA US LLC. The company also distributes Alfa Romeo and Mopar products.

These brands were built by visionaries, men and women who kept digging, tinkering, improving, thinking “What if?” Learn more about the history of each brand below.

Chrysler
Walter P. Chrysler was at heart a virtuoso machinist with an unquenchable thirst to create. Whether designing and assembling the most innovative automobile of his day or hand-picking the crackerjack team who would build it, his life was about precision, style, power and performance in all aspects. 

Chrysler brand logo

Discover how a Kansas prairie machinist who spent the first 37 years of his life in the railroad industry ascended to founding the Chrysler Corporation and why his spirit thrives today in the Chrysler Group as they once again set the stage for automotive innovation. Explore the history of the Chrysler brand.

“Well, I’ll tell you: More than most. You see, it’s the hottest fires that make the hardest steel. Add hard work and conviction, and the know-how that runs generations deep in every last one of us. That’s who we are. That’s our story.”

Jeep® brand logo

Jeep®  
For 75 years, the Jeep brand has continued to deliver an open invitation to live life to the fullest, providing customers unique, versatile and capable vehicles that provide owners a sense of safety and security to handle any adventure with confidence.

The iconic Jeep brand is recognized the world over forever tied to freedom, capability and adventure. Every Jeep vehicle has a unique story to tell, with a rich heritage that links back to the original Willys MA. Jeep owners have long known that Go Anywhere, Do Anything® is a way of life, not just a slogan. Explore the history of the legendary Jeep brand.

Dodge
Dodge is the “mainstream performance” brand and SRT is positioned as the “ultimate performance” halo of the Dodge brand, together creating a complete and balanced performance brand with one vision and one voice.The Dodge brand has a drive to innovate and a passion to engineer vehicles that are faster, better or smarter and deliver an attitude that was built into the brand by the Dodge brothers themselves a century ago. Explore 100 years of the Dodge brand.

Dodge brand logo

Formed in 2002, Street and Racing Technology® (SRT) is one of the industry’s leading in-house automotive performance groups that creates bold, distinctive vehicles that deliver benchmark performance. With the purification of the brand and consolidation with SRT in 2014, Dodge is getting back to its performance roots with every single model it offers. Learn more about the heritage of SRT.

Ram brand logo

Ram Truck  
Since its launch as a standalone brand, Ram Truck has established itself as a North American truck industry leader by investing substantially in new products, infusing them with great looks, refined interiors, durable engines and features that further enhance their capabilities. Explore the history of the Ram Truck brand.

Fiat logoFIAT
FIAT has been offering customers affordable yet innovative solutions to meet their mobility needs for more than a century. The brand’s mission is to combine the Italian passion for design and originality with efficiency and versatility to simplify everyday life with the joyful usefulness of its products. Explore the history of the FIAT brand.

Alfa Romeo logo

Alfa Romeo  
With over a century of experience and passion, Alfa Romeo produces cars engineered with the perfect blend of technology, performance and design that makes the ‘Born in Milan’ brand unique. The future belongs to those who have a great history. Explore the rich heritage of the Alfa Romeo brand now.

Also check the Corporate site to learn more about the Company’s history of innovation and engineering firsts.