Chrysler and Lancia have joined forces to work on a very similar brand image, with the operations being overseen by Olivier Francois. Since the Chrysler 300C and Lancia Thesis are very similar propositions, Francois suggested this setup.
He says that in the future, both brands will get models that reflect "timeless elegance" and recapture "style and cachet."
The joint aim is for Chrysler to be "unique, upscale and consistent." Included in the changes are new logo and brochures to the brand that will appear not in auto shows but in fashion shows.
The overall approach is largely similar to Rover's (unsuccessful) 1999 relaunch with the 75 saloon. It has yet to be disclosed as to what extent Chrysler and Lancia would share the same models and dealerships in Europe.
However, one of the presentation slides suggested that only the Voyager and 300C would be sold in Europe under the Chrysler badge. It's highly likely that Lancia will get a version of the new mid-size saloon and crossover.
In 2010, there will be a new 300C saloon and "down to the bare bones of the architecture" revamps of the Sebring saloon and Voyager MPV. 2010 will also be the year that we will see the end of the PT Cruiser.
In 2012, a new Fiat-based compact saloon will arrive while in 2013, it will be the turn of the new Fiat-based Punto-size car and the new Fiat-based Sebring and mid-size Crossover. In 2014, a new Voyager will go on sale.