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All Chrysler models to be rebadged as Lancia in Europe

 All Chrysler models to be rebadged as Lancia in Europe
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
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June 8, 2010 1:35 pm
 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.
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June 8, 2010 12:37 pm
 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.
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June 8, 2010 10:44 am
 Captain Scarlett Captain Scarlett
I saw one of these today, left hand drive (i live in the UK), it was quite a hansom car.
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June 8, 2010 12:24 am
 djcocum djcocum
This must be a joke :S
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June 7, 2010 5:40 pm
 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.
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June 7, 2010 4:12 pm
 stylovale stylovale
this deal is the opposite of a win-win-situation
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June 7, 2010 3:47 pm
 Iconic Iconic
WOW. Speechless
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June 7, 2010 3:12 pm
 sub39h sub39h
there's so much wrong with this i don't know where to start...
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June 7, 2010 3:08 pm
 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.
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June 7, 2010 2:59 pm
 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.
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June 7, 2010 2:47 pm
 die.bahnfahrer die.bahnfahrer
oh wonderful... they will be ruin both brands in Europe
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June 7, 2010 2:46 pm
 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?
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June 7, 2010 2:41 pm
 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.
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June 7, 2010 2:32 pm
 alessandro alessandro
Lancia Sebring or what ever - we must be idiots here in Europe if that business-plan works!?
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June 7, 2010 2:21 pm
 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.
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June 7, 2010 2:18 pm
 N20_Purge N20_Purge
Lancia 300C? I dunno, but it doesn't sound right...
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June 7, 2010 2:10 pm