Chrysler name to be dropped for European market, Dodge to be niche brand

The Chrysler badge will be replaced by the Lancia logo in Continental Europe next year and Dodge will be reserved for a few performance models. The Chrysler brand will still appear on cars sold in Great Britain and Ireland where Lancia hasn’t been offered since 1991.

Fiat S.p.A. which controls Chrysler Group LLC, folded Chrysler’s European distribution network into its own organization last March. The new plan covers 1,151 Chrysler and Lancia dealers with a total of 1,535 showrooms. Dealers have been informed their current franchises will expire March 31, 2011.

Fiat sales chief Lorenzo Sistino is touting the change as a benefit of blending the Chrysler and Lancia lines to offer dealers a full line of vehicles beginning in May. Chrysler-sourced vehicles will include the 300C, Town & Country (sold as the Voyager in Europe) and the replacements for the PT Cruiser and Sebring. Lancia contributions consist of the Musa, the small minivan shown above, Delta compact hatch and the new Ypsilon subcompact due in the fourth quarter of 2011.

Not all current dealers will be offered a new franchise. As happened in the U.S., Fiat is cutting back the number of dealers to 800 with a total of 1,000 showrooms, a reduction of more than 30 percent.

Dodge offerings in Europe will include only the Challenger, Charger and Viper.

Sistino said Chrysler dealers that currently carry the Jeep line will be offered a dedicated Jeep franchise. In those area where there is no Jeep presence, franchises will be offered to Alfa Romeo and Lancia dealers.

 Like on Facebook