Fiat CEO Sergio Marchionne just revealed more about his plans to turn Fiat and Chrysler around, as the two automakers slowly integrate more deeply. He’ll be focusing on two of their biggest brands.
In his vision, Alfa Romeo and Jeep both have the DNA and the rich history capable to make them the alliance’s two global brands.
“We need to continue to globalize Jeep and Alfa, so the development of architectures and engines that are designed to support these two brands is crucial, and everything else becomes almost secondary,” he said.
That’s right, Alfa Romeo and Jeep will be the big stars of Fiat-Chrysler. They’re the two remaining strong brands in Marchionne’s portfolio — the rest have been decimated over the past decade. He earlier prioritised an ambitious re-launch of Alfa in the US (though it was recently delayed).
As for the ailing Fiat and Chrysler namesake brands, they’ll have different (and less glorious) purposes to serve.
Fiat’s job is to compete in Europe and Latin America, where it already has a presence and dedicated following. The Fiat 500 will continue to fight with BMW’s Mini in the global market.
So what’s going to happen to Chrysler and Dodge? Marchionne hasn’t revealed that yet. Chrysler has already been rebranded in Italy, and Dodge apparently wasn’t even worth a mention in this most recent interview.
It’s evident that with the plethora of crappy brands that are bogging him down, some will eventually be doomed to hit the scrap heap if he wants to keep the ship afloat.
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