Chrysler Celebrates 100 Years of Automotive Legacy with Employee Tribute, Summer Events, and a Nod to the Future
Chrysler officially turns 100 years old today, a landmark milestone that only a few automotive brands have ever reached. To mark this momentous occasion, Chrysler is honoring the people who have driven its journey through the past century with a commemorative event at its headquarters and a slate of public celebrations and heritage storytelling planned throughout the summer.
Honoring a Century of Dedication
On June 5, more than 1,500 Chrysler employees gathered at the Chrysler Technology Center in Auburn Hills, Michigan, to participate in a massive group photo celebrating the company’s 100th anniversary. The tribute served not only as a symbolic birthday celebration but also as a show of gratitude to the thousands of individuals who have contributed to Chrysler’s growth over the past century.
“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 Chrysler brand CEO Chris Feuell. “From the revolutionary HEMI® V-8 engine to creating the modern minivan and innovations like Stow ’n Go seating, Chrysler has pushed the boundaries of what a vehicle can be. But above all, Chrysler is a legacy built by generations of passionate people.”
Each participating employee at the event received a commemorative C t-shirt and a celebratory cupcake. Adding historical resonance to the celebration was the unveiling of a symbolic time capsule—crafted as a replica of the original toolbox once used by company founder Walter P. during his early days as a machinist.
This precision-crafted toolbox, previously displayed at the top of the Chrysler Building in New York City, serves as a physical metaphor for Chrysler’s roots in hands-on innovation and craftsmanship. The replica time capsule contains a curated selection of historical artifacts: vehicle badges chronicling design evolution, brochures from milestone model launches, original vehicle sketches, and a subtle tribute to Walter P. himself. Also included is the full list of the employees featured in the group photo and a personal letter from CEO Feuell to future team members and customers.
A Summer of Celebration for Chrysler Fans
Beyond the internal tribute, plans to take the centennial celebration to the wider community of owners and enthusiasts who have supported the brand across generations. Two major events this summer will serve as cornerstones of this initiative:
- Carlisle Chrysler Nationals (July 11–13, 2025, Carlisle, PA): One of the largest gatherings of , Dodge, Plymouth, and other Mopar vehicles, this event will feature nearly 3,000 vehicles from different eras and is expected to draw thousands of enthusiasts.
- Woodward Dream Cruise (August 16, 2025, Metro Detroit): The world’s largest one-day automotive event, this iconic cruise along Woodward Avenue will see play a high-profile role with special displays and brand activations.
Further details on ’s activities at both events will be announced later this summer.
Telling the Chrysler Story Through a Century of Innovation
To complement the physical celebrations, has launched a digital campaign to showcase its 100-year legacy. A special seven-part social media video series titled “Century of Innovation” highlights the people, vehicles, and ideas that have shaped the brand.
The most recent video, “Automotive Legend: Walter P. explores the life and achievements of the brand’s founder, chronicling his contributions to early automotive engineering and business. Other installments in the series include:
- “Chrysler Century of Innovation” – featuring CEO Chris Feuell reflecting on the company’s century-long impact and outlining its forward-looking vision.
- “Chrysler Through the Decades” – presented by Historian Brandt Rosenbusch, this segment walks viewers through the key events, products, and moments that defined each decade of ’s development.
New episodes will continue to roll out across the and Stellantis North America social media channels, including Instagram, Facebook, X (formerly Twitter), and LinkedIn. Full-length versions of all videos are available on the Brand and Stellantis North America YouTube channels.
Centennial Sales and Merchandise
To cap off the centennial observance, is also launching a special Century of Innovation sales event throughout June 2025, providing customers with promotional offers on vehicles as part of the anniversary festivities.
In tandem with this, the company is offering a limited-edition line of 100th anniversary-branded merchandise. Available at Collection.Chrysler.com, the collection features exclusive apparel, gifts, and memorabilia that highlight key moments in ’s design and engineering history.
The Next 100 Years
While the centennial honors a remarkable past, the company remains firmly focused on the future. With the automotive industry undergoing a dramatic transformation fueled by electrification, autonomous technology, and connectivity, is positioning itself to continue leading through innovation.
The brand is already evolving with the 2025 Pacifica, a segment leader in family transportation that blends smart technology with comfort and performance. Looking ahead, has signaled its intent to become a fully electric brand within the next few years, with plans to unveil new EV models that reflect the company’s commitment to sustainability and intelligent mobility.
’s journey is far from over,” said Feuell. “We are embracing our heritage as a foundation for reinvention. The next century promises new breakthroughs and bold ideas that stay true to the spirit: to make mobility more accessible, beautiful, and purposeful.”
