At next month's Geneva Motor Show, we'll witness the integration of two brands -- Chrysler and Lancia -- as they will share a stand and host a joint press conference. The two brands actually don't have new cars to debut in Geneva. Lancia is thinking whether to display a Chrysler-badged Lancia Delta that was showcased at the Detroit auto show in January.
Details of the shared product portfolio of the two brands in Europe will be decided by the end of 2010.
It's likely that Lancias will be sold only in Italy where sales are strong. For the rest of Europe, Chrysler will sell its own cars and rebadged Lancias.
Fiat, which owns 20% of Chrysler Group, is thinking whether to integrate the Chrysler brand with its near-premium Lancia marque to expand the product offerings of both brands without huge investments.
Last Dec. 22, Sergio Marchionne, CEO of Fiat and Chrysler, revealed its product plan, which includes the importation of four Chrysler models from North America that will be rebadged as Lancias for launch in Italy in 2011.
These four products would be versions of the re-engineered Sebring sedan and convertible, the freshened Town & Country minivan and the redesigned 300C sedan.