Betting On The Wrong Horse? Fiat To Rely On Rebadged Chryslers For European Sales Boost

Fiat SpA's integration with Chrysler Group LLC faces its first test with European buyers this week, when Chief Executive Officer Sergio Marchionne introduces Chrysler models with Fiat nameplates at the Geneva auto show.

Marchionne is counting on the rebadged models to keep customers walking into the showrooms as he holds off on new Fiat models until the second half of 2011. Marchionne, who boosted Fiat's stake in Chrysler to 25 percent last month, is withdrawing the Chrysler brand from continental Europe.

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mini22 - 2/28/2011 5:25:22 PM

+1 Boost

The Journey might do well in Europe. I find it hard to believe that the 300 based Thema is going to do well even with a diesel.The Flavia in convertable form might also do ok. Bare in mind the Flavia will not be on sale that long before being replaced.

OBSERVER1984 - 3/1/2011 10:56:00 AM

+1 Boost

Europeans are not stupid, neither americans. Rebadged Chryslers as Lancia and Lancias as Chrysler is a veeeeeeeeeery bad idea.

LauderdaleDriver - 3/4/2011 7:37:06 AM

+1 Boost

I don't know, Observer, I think the 300 might do well as a Thema........as a long-time Lancia lover, I'd say that both brands are dammaged luxury marques with a history of great engineering, and more recent "problems."

This generation of updated cars seems a risk (but an inexpensive one to tool and sell) but a next generation of more market-tailored variants could work. At least, Chrysler might get some upgraded interiors out of the deal.