AUBURN HILLS, June 6, 2025 — Chrysler officially enters its second century today, commemorating 100 years of automotive innovation, design excellence, and cultural impact. At the heart of the celebration is a deeply personal tribute to the generations of employees who have shaped the brand, as more than 1,500 Stellantis team members gathered on June 5 at the Chrysler Technology Center in Auburn Hills for a milestone group photo — a living tribute to a century of progress.
In a spirited atmosphere filled with pride and reflection, employees donned commemorative Chrysler t-shirts and enjoyed birthday cupcakes, standing together to symbolise the human foundation of one of America’s most iconic automotive brands. But this wasn’t just a photo op — it was a historic moment sealed in time.
Honouring the Past: A Time Capsule with a Legacy
In a poignant homage to Chrysler’s roots, the brand unveiled a time capsule in the form of a meticulously crafted replica of Walter P. Chrysler’s original toolbox. The legendary box — once displayed atop the Chrysler Building in New York — is symbolic of Chrysler’s legacy of precision, innovation, and craftsmanship.
This bespoke time capsule contains a rich array of memorabilia spanning the brand’s century-long journey: historic vehicle badges, rare brochures, merchandise, concept sketches, and even a subtle, thoughtful nod to Walter P. Chrysler himself. Inside, a list of the June 5 photo participants will serve as a roll call for future generations, joined by a letter from Chrysler Brand CEO Chris Feuell addressed to tomorrow’s employees and customers — a heartfelt message linking the brand’s storied past to its ambitious future.
“Chrysler held a pivotal role in shaping both the automotive industry and American culture, standing as a symbol of innovation, resilience, and breakthrough design for 100 years,” said Feuell. “But Chrysler is more than a brand—it’s a legacy built by generations of passionate employees, and we’re proud to celebrate their contributions as we look ahead to an exciting new era for the next century.”
Summer of Celebration: Engaging Fans and Enthusiasts Nationwide
To extend the centennial celebration beyond company walls, Chrysler has announced a robust calendar of summer activities designed to honour the enthusiasts, collectors, and families who have cherished Chrysler vehicles across the decades. Headlining the events are two marquee appearances:
- Carlisle Chrysler Nationals, July 11–13, 2025, in Carlisle, Pennsylvania — featuring nearly 3,000 Chrysler and Mopar vehicles from all eras.
- Woodward Dream Cruise, August 16, 2025, in Metro Detroit — the world’s largest one-day automotive event and a fitting stage for Chrysler to showcase its century of influence.
Both events will include heritage displays, immersive brand activations, and moments that connect the past to the future.
Telling the Story: The Century of Innovation Video Series
As part of its centennial storytelling, Chrysler has launched a seven-part “Century of Innovation” video series across its social media platforms. These episodes provide a dynamic, digital deep dive into the brand’s most iconic vehicles, trailblazing engineers, and historic moments.
The series includes:
- “Chrysler Century of Innovation” – A forward-looking reflection from CEO Chris Feuell
- “Chrysler Through the Decades” – A time-travelling journey with Chrysler Historian Brandt Rosenbusch
- “Automotive Legend: Walter P. Chrysler” – A newly released video exploring the life and legacy of Chrysler’s visionary founder
Full-length episodes are available on the Chrysler Brand and Stellantis North America YouTube channels, with bite-sized versions on Instagram, Facebook, X, and LinkedIn, ensuring engagement across generations of fans.
100 Years of Innovation, One Sales Event
To cap off the celebration, Chrysler is inviting customers to take part in the legacy with the launch of its Chrysler Century of Innovation Sales Event, which kicks off this June. From the game-changing 1924 Chrysler Six to today’s award-winning 2025 Chrysler Pacifica, the event celebrates a product legacy that’s continually evolved with the times.
Limited-Edition Merchandise Now Available
For those looking to wear their Chrysler pride, the brand has unveiled a special line of 100th Anniversary merchandise, including apparel, gifts, and collectibles — all available exclusively at Collection.Chrysler.com.
As Chrysler enters its second century, it does so with the same pioneering spirit that launched the brand in 1925. Today’s celebrations — rooted in legacy, led by people, and projected forward through technology and storytelling — underscore a future where Chrysler aims not just to reflect on the past, but to keep driving innovation forward.
For more details on Chrysler’s Century of Innovation celebration, visit Chrysler.com.
