Commentary: Fiat’s Surface Agreement of Chrysler
Yesterday, the web was abuzz with stories about Chrysler brand CEO Peter Fong, who, in talking about Fiat '. plans for each of his division, evidently suggested that the Chrysler brand should be positioned “. notch above Lincoln,.. notch above Cadillac .”
This, writes Bill Visnic for Auto Observer, makes little sense given that Chrysler '. image as unscale brand died out in the 1970.. It also sounds suspiciously like the ill-conceived strategy tried by Daimler-Benz in the late 1990..
Certainly, there would be no convincing way to repackage the current product lineup of Town & Countrys and aging 300. in . premium wrapper. And Visnic asks,.”How is this premium brand imagery for Chrysler supposed to jibe with all those tiny, efficient cars and sipping small-displacement engines with which Fiat is supposed to seed Chrysler '. meager model range?”
If Fiat '. understanding of Chrysler '. product line and image in the United States is as limited as it appears to be, hope may really be lost.
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