Chrysler Group LLC’s Jeep brand will become its primary global make in the first half of next year as Fiat SpA emphasises the Lancia nameplate in Europe, a top executive said.
Chrysler’s minivan, Sebring and 300 models will be rebadged as Lancias across most of Europe at the end of the first quarter or early in the second, Michael Manley, Chrysler Group’s international chief, said in an interview. Sharing models among the brands is part of a plan outlined by Fiat and Chrysler Chief Executive Officer Sergio Marchionne in November, Manley said.
Chrysler aims for Jeep to account for half of Chrysler Group’s international sales, up from closer to a third historically, he said. The goal will be to have two brands — Jeep and one other — from the Chrysler Group in every market, Manley said at an event to introduce the new version of the Jeep Grand Cherokee last week in California.
“The brand is global, it’s very well known everywhere around the world. With our partnership with Fiat, we can now focus on Jeep as an international brand,” Manley said.
Fiat, which also owns Maserati and Ferrari, is trying to share engines and other parts among models from Fiat, Chrysler, Dodge, Jeep and Alfa Romeo brands to save $2.9 billion over five years. Fiat controls the US auto maker through a 20 per cent stake granted as part of last year’s US-backed bankruptcy.
UK Gets Chryslers
In Europe, some Dodge models will also be sold and the Chrysler name will be kept on the minivan in the UK, Manley said. Most of Lancia’s approximately 125,000 sales annually are in Italy.
