CNBC examines the high-stakes decisions transforming the U.S. auto industry.
Cars once promised independence and transportation for all Americans. Now, they are a luxury product that cost about $50,000, nearly 30% higher than just a few years ago. Affordable vehicles, especially those below the price of $20,000, have nearly disappeared. And while Automakers pulled in record profits in 2023, slim margins combined with deep investments into EV batteries, software and other technology is making it hard to produce cars much cheaper. Chinese automakers can, but they’re impeded by tariffs and rules. Insiders say that is just a bandage – automakers need to compete.
The HEMI name is one of the strongest names in the history of the brands collectively known under the Chrysler and MOPAR names – Jeep, Dodge, Chrysler, and the RAM Trucks brand. The 5.7 liter HEMI V8 was especially important to RAM, as the company learned the hard way. Dropping the engine in an effort to get greener cost the company at least 30,000 customers annually. Sales fell every quarter after the company replaced the HEMI with the smaller Hurricane inline 6-cylinder–even though that engine has higher horsepower and torque numbers than the HEMI. So RAM buckled and brought back the engine. The whole saga is another example of the kinds of trouble the American Chrysler brands faced after they merged with Peugeot to form Stellantis.
The Chrysler name was once one of the most recognizable in the American automotive industry. A bankruptcy and two mergers later, it is just a tiny brand some fear will face extinction. Its lineup has been whittled down to two models of one vehicle – a minivan. But its brand CEO, Christine Feuell, says Chrysler is here to stay and more vehicles are coming soon.
This CNBC Marathon investigates the forces reshaping the U.S. auto industry.
Chapters:
00:00: Introduction
01:05: Why American Cars Are So Expensive (Published November 2024)
14:49: Why Chrysler Has Nearly Disappeared (Published January 2025)
27:24: Why RAM Brought Back The V-8 Engine (Published July 2025)
Produced by: Robert Ferris
Senior Managing Editor: Tala Hadavi
Animation: Jason Reginato, Christina Locopo, Emily Park, Andrea Schmitz
Additional Camera: Natalie Rice
Post Production Support by: Ryan Baker
Edited by: Evan Lee Miller, Christian Nunley, Darren Geeter
Additional Editing: Isabel lino
Additional Footage: Cadillac, Chevrolet, Ford, Getty Images, GMC, Hyundai, Rivian, Stellantis, Tesla, Toyota, GM
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Inside The Crisis Facing U.S. Auto Giants
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