Ralph Gilles admits pre-bankruptcy Chrysler cabins were disappointing and credits Audi for inspiring change.
Most automakers prefer to gloss over their mistakes, but Stellantis design chief Ralph Gilles has no interest in rewriting history. Looking back at Chrysler's pre-bankruptcy years, the veteran designer recently admitted that the company's interiors were far from impressive, describing them as looking like "cheap water guns."
Gilles knows the brand inside and out. A lifelong car enthusiast, he joined Chrysler more than three decades ago and witnessed firsthand the highs and lows that eventually led to the automaker's 2009 bankruptcy. Speaking during a tour of Stellantis' North American headquarters, he said the cabins from that era struck him as "horrible and cheap" compared with what competitors were offering.
According to Gilles, the wake-up call came when he sat inside an Audi A4 that had just hit the market. The experience left a lasting impression.
"Why does our car look like a cheap plastic toy and theirs look so good?" he recalled asking himself. "AUDI released the A4, and it changed the way I looked at cars. I saw it and got angry."
Anyone who has driven a mid-2000s Chrysler product and then stepped into an Audi from the same period can probably understand his frustration. Chrysler interiors at the time were often criticized for hard plastics, uninspired design, and materials that simply didn't measure up to the competition.
Instead of accepting the status quo, Gilles used that disappointment as motivation. He pushed for higher standards and established a dedicated interior design studio, challenging younger designers to turn the cabin from one of Chrysler's biggest weaknesses into a competitive advantage.
One of the first examples of that shift was the redesigned 2009 Ram 1500, which received praise for its improved interior quality. Over the years, the transformation spread across the company's lineup.
Today, vehicles like the Jeep Grand Cherokee demonstrate just how far Stellantis brands have come. Premium materials, large digital displays, and thoughtful layouts have earned praise from customers and reviewers alike.
Ironically, Gilles believes the challenge has changed. Rather than trying to make interiors more elaborate, automakers now have to avoid going too far.
"There was a time when we went crazy with interiors, and sometimes overdid them. We really wanted to stand out," Gilles explained. "But then we realized we had surpassed the competition."
Modern cabin design is no longer just about soft-touch materials and premium finishes. User experience has become equally important. Following the merger of PSA and Fiat Chrysler, the newly formed Stellantis reportedly had only four UX (user experience) designers. Today, that number has grown to more than 180 specialists working on everything from screen layouts to how drivers interact with vehicle controls.
Looking back, some Chrysler products became infamous for their interiors. Few models embodied that criticism more than the second-generation Sebring, whose sea of gray and beige hard plastic earned it a reputation as one of the least inspiring cabins of its era.
Judging by Ralph Gilles' candid assessment, even the people responsible for Chrysler's turnaround would probably agree.