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Global strategy changes at FCA?

by David Zatz on

For years, FCA said its global brands would be Alfa Romeo, Jeep, and Fiat. There may be plans for a newer worldwide contender, though.

Ram’s gains in North America have been noticed elsewhere. How else to explain the launch of the Mitsubishi L200 –  Fiat FullbackRam 1200 in the Middle East?

Rob Heglboom and Ram 1200

Ram International might not just be a thing, but a serious thing, as the pickup market in Europe/Middle East/Asia expands. Some people are paying huge euros for imported Ram pickups, and the company is getting serious about shipping them down to Australian miners.

Perhaps Ram is being added to the global brand list, even if, for the moment, there aren’t any plans to launch them (that we know of) in India or China. That would make the L200/Fullback/1200 a stopgap  until FCA is able to create their own pickups, presumably sometime after 2020.

2018 Jeep Compass

As for Jeep, if the rumor of the Wagoneer’s demise is true, maybe that’s because of the Renegade’s success outside North America, coupled with the lack of big-Jeep sales in other lands. Then we can expect the emphasis (outside of the US) to be on Compass and Renegade, with Cherokee as a semi-lux model and Wrangler selling in small numbers to keep the image up. That would mean a lower investment in the Grands.

Chrysler and Lancia seem to be on hold – Chrysler pending product, Lancia pending full corporate coffers. Dodge still seems to be a North American play, but who knows what the future may hold?

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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