Seven Fiat models planned for U.S.
Four for Chrysler, Three for Alfa / Fiat
By Michael Gauthier
January 26, 2009 2:55 PM
Filed Under: Alfa Romeo, American, Corporate/Financial, European, Fiat
Ever since news of a deal between Fiat and Chrysler broke last week there has been speculation over which models would be brought over to the United States from Europe. It now appears that a total of seven models will be offered with four of them being sold under Chrysler nameplates and the other three being sold as Alfa Romeos or Fiats.
Together the two companies would have a host of vehicles in classes ranging from minicars to mid-size vehicles, effectively filling Chrysler's largest product gap. In terms of subcompacts Fiat would bring over the 500 which would be built at Chrysler's plant in Toluca, Mexico and Chrysler would receive a version of the next generation Fiat Panda. Automotive analysts at CSM Worldwide believe the Fiat 500 could go on sale in the US as early as 2012.
For the subcompact class Alfa Romero would bring over the MiTo while Chrysler would get an unspecified model. Compact cars include the replacement for the Alfa 147 and a possible replacement for the Dodge Caliber, both of which will be built on Fiat's C-Evo platform. Finally in the mid-size segment Chrysler would mercifully receive replacements for the Dodge Avenger and Chrysler Sebring, these vehicles would ride on an extended version of the C-Evo platform.
Chrysler would also gain the right to produce Fiat's 1.4-liter and 1.8-liter four-cylinder engines with direct injection, these engine combined with the smaller vehicles should help the company meet the United States' new fuel economy standards which are set to go into effect in 2011. In exchange Fiat would also gain access to Chrysler's newly developed family of V6 Phoenix engines.
While the companies are still working to finalize the proposed deal both parties expect to have an agreement hammered out by April 30. Besides platform and production sharing, Fiat will receive a 35% stake in Chrysler and access to the US market through Chrysler, Dodge and Jeep dealers.
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Comments
Fiat can mess this up by doing much of what has been reported. Here are some ways.
1. Taking over UAW contracts and infusing European parts into intentionally "Americanized" offerings is not a good plan. Dr. "What's his name Schprocket" at MB couldn't make that loosing scenario work.
2. Assuming that the Alfa Romeo name carries status that Americans will pay an extra premium price to get. There is probably not two percent of US consumers who know about the original 8C's, the Mille Miglia or Fangio. More people remember little roadsters in the 60's and 70's that had "character issues".
3. Rely too much on badge engineering. I can hear it now. "What do you know this new Fiat/Alfa model? Oh, It's really a Chrysler Sebring with some Italian styling. Italian styling?, It looks sort of like an awkward hybridization between Italy and retro MoPar styling?
4. Make any car with a FWD/V6 layout that pretends to be more than a mid-range family sedan. People looking for this kind of a car are perfectly happy with the offerings of Japan, Inc.
Instead, offer an I6 four door coupe with killer Alfa style. Don't charge the extra premiums that Americans currently have to pay over European consumers for brands like BMW. Give the car a classic Alfa name, not a number.
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