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Chrysler in Europe

by David Zatz on

While Jeep is being spread worldwide, penetrating every market where Fiat or Chrysler has any presence, Chrysler has been lagging in most markets. Sergio Marchionne recently told Automotive News’ publisher that there will be “limited” use of Chrysler in Europe.

He said:

The cars are too large; the market is too complex.

We’ve got to be very, very careful. We’ve got to be very selective in what we do. Very. It’s easy to fall in love with selling 50 cars here and 100 there. But at the end of the day, you’ve got to pay the piper sooner or later.

Mr. Crain did not ask about branding for Chrysler vehicles in Europe, or follow through on specifically what would be sold. Chrysler’s sales in Europe have been fairly low for years, garnering a lower than 1% market share, particularly since the existing Graz, Austria joint-venture plant was taken over entirely by the Mercedes arm of DaimlerChrysler.

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