Chrysler has revealed a $20.5 billion museum and exhibition space in Germany, which will include a world-class lecture hall and interactive art.
The new museum is part of a $5.3 billion plan by the US automaker to build an exhibition center in the southern city of Mettenhof, which is home to Chrysler’s largest assembly plant, which builds the Dodge Challenger.
The move was announced by Chrysler CEO Sergio Marchionne at the company’s annual shareholders meeting in New York on Thursday, with the company also unveiling its new line of Jeep models in the city.
The German city is the birthplace of the auto industry, but it has long been overshadowed by its neighboring city of Frankfurt, where most of Chrysler’s European operations are based.
In the U.S., the museum and other new developments are a big boost for Chrysler, which was struggling in the global market as it struggles to reinvent itself.
Its global sales fell last year, to $13.5 trillion.
“I’m thrilled to announce the creation of the Chrysler Museum in Germany,” Marchionn said.
“It’s a historic milestone that will be a catalyst for further development in the Chrysler brand and for the broader automotive sector.”
Museum spaces have long been a hot topic in Germany and the new museum will include an art gallery, a cinema, a concert hall, a museum of history and a theater.
The Chrysler Museum will be located in a 1.3 million square-foot building, which the automaker has described as a “world-class art museum”.
“The Chrysler brand is known around the world, and today we are proud to open the new Chrysler Museum to the world,” said Marchionndan.
“We are committed to providing the world with a rich and inspiring culture, and we look forward to sharing the most iconic American brand of cars with visitors in the world.”
The museum is expected to open in 2020.