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Jeep, Ram in Geneva (corrected)

by David Zatz on


Chrysler and Fiat have full schedules at this year’s Geneva auto show, along with quite a bit of floor space. The Fiat Chrysler Automobiles section is centralized, with areas for each brand except Dodge; Ram, Abarth, and Lancia all have fairly small displays, while Jeep will have the largest area (larger even than big-seller Fiat). While Jeep has less than a 1% market share in Europe, it is launching two new vehicles this year — the 2014 Jeep Cherokee, already available in North America but still awaiting its European debut, and the 2015 Jeep Renegade (that name according to Italian publication Quattroroute and various rumors, but not yet known to be correct).

Maserati has an announcement scheduled, running at the same time as an Audi conference (due to the large number of worldwide and European unveilings at this worldwide show, there are numerous conflicts in the schedule, very short press conferences (15-30 minutes), and no gaps between announcements for people to move from one to the next).  Jeep, Ferrari, and Alfa Romeo each have two press conferences scheduled, one on each day; Abarth has one.

The presence of a Ram display is interesting, given the tiny sales of the pickups in Europe; we have since been told that it is not an official Chrysler display, but likely set up by an importer. This was the case in past European shows.

While Fiat Chrysler has announced that it is dropping its current “Chryslers converted into Lancias” strategy, there remains no Chrysler display but one for Lancia, albeit a small one. Given the success of the Fiat Freemont version of Dodge Journey, it’s possible that the Chrysler and Dodge names will remain off-limits to continental Europe, with Voyagers becoming Fiats instead of Lancias. That would provide a larger number of admittedly lower-status outlets for the still-viable minivans.

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