Fiat may extend the Chrysler brand name to models currently sold as Lancias
By Andrew C., 26 Aug, 2010. 0 Comments
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In a move that has stunned the auto industry, Fiat S.p.A. plans for models currently sold as Lancias in Europe into having the Chrysler brand name starting as early as 2011. It came as a surprise since it had been speculated that the 103-year-old Lancia would have a greater role in Europe following Fiat's decision earlier this year to take control of Chrysler. Fiat has a 20% stake in Chrysler.
Last month, Fiat-Chrysler CEO Sergio Marchionne told Automotive News Europe that he has no doubts that it would be Chrysler that would be the global brand, outside a limited number of markets in Europe. Since Chrysler is more recognized internationally than Lancia, Marchionne thinks that a name switch makes a lot of sense.
He didn´t say though that the Lancia brand would disappear altogether. Rather, Marchionne said that he believes in finding the best way to preserve the identity of Lancia through an agreement that commonizes as much of the portfolio as possible (with Chrysler).
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