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Brand strategies confirmed

by David Zatz on

As Allpar has posted earlier, FCA has solidified its brand strategies for the remaining former Chrysler Corporation brands. CEO Sergio Marchionne said today:

  • Jeep needs to become certainly the largest brand within FCA, and it needs to become the most global brand within FCA.” He said that the eventual goal is to hit two million global Jeep sales per year.
  • Chrysler is to move into the vacuum created by the loss of Plymouth; Mr. Marchionne referred to “the universalization of Chrysler as really the mass-market brand” in North America, which will allow…
  • “…the completion of the work that has been started on Dodge to turn it into the sports car end of our offering in the NAFTA market.

Mr. Marchionne also noted Alfa Romeo’s 400,000-per-year goal, and “a lot of work that needs to be done in connection with Ram.” He also said that “The Wrangler … and its importance as an anchor point to the brand, is something that has not ever been negotiated.” (Mr. Marchionne also incorrectly said it had never been made outside the US, though it was built in China by Beijing Jeep in a joint venture, and in Canada for some years by AMC.)

He did not comment on the role of Chrysler and Dodge outside North America, but in the past has said that they would essentially remain where they are — as brands.

David Zatz founded Allpar in 1998 (based on a site he had begun in 1993-94), after years of writing reviews for retail trades. He has been quoted by the New York Times, the Daily Telegraph, the Detroit News, and USA Today. Before making Allpar a full-time career, he was a consultant in organizational psychology. You can reach him by using our contact form (much preferred) or by calling (313) 766-2304


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