Fiat to create a Chrysler brand with more luxury than Cadillac

Article by Christian Andrei, on August 26, 2010

Chrysler group's three brand chiefs are plotting the product portfolio and it appears that the aim is to cover every market segment so that fuel pricing will not adversely affect sales. Take for instance the following identities: Chrysler brand with more luxury than Cadillac. A Dodge brand known for driving dynamics.

A Jeep lineup that is -- well, Jeep. Chrysler Group's three brand chiefs are defining brand identities as they prepare a much broader product portfolio to take advantage of platforms and powertrains from Fiat.

The product lineup, which will be announced in November, seeks to reduce Chrysler's dependence on minivans and trucks. Peter Fong, Chrysler brand CEO and head of sales for all the brands, said that there is a plan to take the Chrysler brand upscale, but he's considering a subcompact entry.

Fiat S.p.A. and Chrysler Group CEO Sergio Marchionne reorganized Chrysler along brand lines after Chrysler emerged from Chapter 11 reorganization June 10. Chrysler is now 20%-owned by Fiat.

Michael Manley, CEO of the Jeep brand and head of product planning for all the brands, asserted that while Fiat technology and platforms will be part of the plan, "Fiat DNA won´t be seen in its brands".

Moreover, there is a plan to separate Dodge from Chrysler more clearly and take Chrysler into a more luxurious position. Since most of Chrysler Group's sales are at stores that carry all three brands, the group would then be able to avoid similar offerings from two brands.

Topics: fiat, chrysler, cadillac

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