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All Chrysler models to be rebadged as Lancia in Europe

Lancia
Lancia

Fiat will consolidate its European dealer network for the Chrysler and Lancia brands

The alliance between Fiat and Chrysler will be working both ways. Chrysler models will also be shared with Fiat's Lancia brand and be sold under that badge in Europe.

The new platform-sharing project is part of a plan by Fiat to consolidate and shrink its Lancia and Chrysler dealer network in Europe by over 300 dealers from the current 1,200. As part of the alliance deal, Fiat owns the distribution rights for the Chrysler brand in Europe.

"Our plan is to have in place by May 2011 a Lancia/Chrysler integrated network comprising about 800 dealers and over 1,000 dealerships," said Olivier Francois, CEO for Chrysler and Lancia, in an e-mail interview with Automotive News Europe.

Chrysler models that will be sold in Europe under the Lancia marque include a new compact sedan, a mid-sized sedan which will be replacing the PT Cruiser and Sebring models, the 300C full-sized sedan and a new Voyager minivan.

The decision is part of Fiat's plan for a resurgent Lancia brand in Europe. Fiat has devised a strategic, five-year plan to sell 300,000 Lancia-Chrysler models per year in Europe by 2014. Last year, Fiat sold 132,500 Lancia's in Europe, the vast majority in the Italian market.

Source: Autonews

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Comments (23)

MTC MTC
Lancia stands for unreliable Chrysler stands for bad cars It's not going to work
Jun 8th, 2010 8:35pm
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Peeps Peeps
Badge engineering makes no sense - but sharing showrooms does. Perhaps this is what they are really going to do - see Lancias and Chryslers from the same showroom? No problem there, as there's not too much overlap and the brands are differenciated. A Lancia 300C makes no sense at all - a very obviously American car with a Lancia badge? No way.
Jun 8th, 2010 7:37pm
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charlemagne charlemagne
c'mon Chrysler, first Daimler and now Fiat. what next?! Geely? c'mon girl, make up your mind or everybody'll call you a wh*re.
Jun 8th, 2010 5:44pm
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Captain Scarlett Captain Scarlett
I saw one of these today, left hand drive (i live in the UK), it was quite a hansom car.
Jun 8th, 2010 7:24am
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djcocum djcocum
This must be a joke :S
Jun 8th, 2010 12:40am
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autoficianado autoficianado
I read the comments and while I understand where some of you are speaking from...the business case makes this argument. Lancia needs product, Chrysler has been acknowledged to have a certain degree of expertise in Full size car platforms and the 300C platform is a modified last gen Mercedes Benz E class...Fiat-Chrysler needs volume. By using a more "global" platform we should get a better product as consumers and better profit for Fiat-Chrysler. All they need to do is give Chryslers and Lancias unique styling...no one said just slap a Lancia Badge on a Chrysler with no changes... VW/Audi complement each other but look too much alike...I hope they don't make that mistake here.
Jun 7th, 2010 11:12pm
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Kepex Kepex
Umm, rebadging means exactly what it says. Take off the original badge and replace it with another, that's it. My parents have a Chevrolet Nubira as a 2nd car, and it even has some Daewoo logos here and there. The only thing they did was they replaced the two badges on the exterior from Daewoo logos to Chevrolet logos. Sharing a product platform is a completely different thing, as the end product can be a lot different from another product built on the same platform. A3, Golf, Octavia and Leon all share the same platform, but are styled very differently.
Jun 8th, 2010 12:40am
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Mikeado Mikeado
@Kepex, yes, the Euro Chevrolets are just Daewoos, but at first that was just because they had renamed the company and not made any new models. Now they have - although most of them are just squared-off re-bodied versions of the original Daewoos we all knew and, well, hated actually... As well as asking factory workers to put a different badge on the ends, there will probably be a couple of other minor changes. Like, say, new bumpers and a grille. Maybe they'll completely change the front & rear masks like VW did when converting the outgoing Audi A4 into the new Seat Exeo. Of course, this is merely speculation... @autoficionado - The Chrysler 300 is based on an E-Class platform that's now 2 generations old. And has *shudder* American suspension. I hope they replace/retune that for Europe. That's usually what happens.
Jun 9th, 2010 12:14am
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stylovale stylovale
this deal is the opposite of a win-win-situation
Jun 7th, 2010 10:47pm
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Iconic Iconic
WOW. Speechless
Jun 7th, 2010 10:12pm
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sub39h sub39h
there's so much wrong with this i don't know where to start...
Jun 7th, 2010 10:08pm
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mphillips12000 mphillips12000
For some time, the Lancia line seems like glam'd out FIATs; Chrysler, on the other hand, is about as glam as a Rubbermaid product.
Jun 7th, 2010 9:59pm
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Piotre_k Piotre_k
It won't work. Chrysler models aren't very appealling to European buyers (as any other American cars) and selling them under even less appealling Lancia brand is just bad idea. Nevermind it's badge engineering at it's worst.
Jun 7th, 2010 9:47pm
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Peamousse Peamousse
+1, you are in the right
Jun 7th, 2010 9:51pm
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die.bahnfahrer die.bahnfahrer
oh wonderful... they will be ruin both brands in Europe
Jun 7th, 2010 9:46pm
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Peamousse Peamousse
Good idea if they wanna kill the 2 brands in one shot. But from a business or any marketing angle, I don't really see the point of this rebadging in Europe. For example in France, Lancia has a very bad image, is not well known, etc... At the contrary, Chrysler has made huge efforts to rise its image and we can see the results:people buy some Chryslers and have a good image of it. So why would they ruin this work with this shitty Lancia badging?
Jun 7th, 2010 9:41pm
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nederinaa nederinaa
oh no. unless they could pull a vw and audi, but they're both german. this on the other hand, is like mixing sausages and ice cream.
Jun 7th, 2010 9:32pm
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alessandro alessandro
Lancia Sebring or what ever - we must be idiots here in Europe if that business-plan works!?
Jun 7th, 2010 9:21pm
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autoficianado autoficianado
Rear-wheel drive, excellent road manners and dare we say German competence. I like it alot. The Lancia's need to maintain the appeal of Italian design with brand specific styling.
Jun 7th, 2010 9:18pm
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Mikeado Mikeado
German competence?!
Jun 9th, 2010 12:09am
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N20_Purge N20_Purge
Lancia 300C? I dunno, but it doesn't sound right...
Jun 7th, 2010 9:10pm
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Francois Francois
Agree!! Imagine that you go to the Lancia's showroom to buy something beautiful and stylish and there is a Chrysler Voyager or 300C with Lancia badge. Ridiculous. Fiat doesn't have an idea how to sell Lancia models in Europe, because nobody wants to buy Delta which is only more expensive Bravo or beautiful but hugly controversial and a bit too old Thesis. For a couple of years Fiat probably will do the same as Mercedes. Get rid off Chrysler.
Jun 8th, 2010 1:39pm
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Mikeado Mikeado
I'd imagine they would change the names. Perhaps the 300 could be the Thema, for instance?
Jun 9th, 2010 12:08am
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