When the announcement came that Fiat would possibly take a key controlling interest in Chrysler, the struggling American car brand, it hit me that this is an overdue realignment, or should I say, reinvention of the American market.
Chrysler has only a handful of brands worth anything to the American and global market. Their key brand, which continues to do well even in down times, is Jeep. The majority of the Jeep line (not all of it) sells well to a very loyal following both in the U.S. and abroad. It’s the ubiquitous American brand anywhere you go.
As for the truck line, very few of their Dodge products are really worth anything in a shrinking, super-competitive truck market. Now look at car brands– who really buys a Chrysler – not many folks. Now bring in Fiat and you have not only a small car line that is a super hit in Europe. You have a really interesting potential for small, nimble, fun cars that represent a new mix in the American market that’s been missing for near 30 years (when Fiat left the U.S.). Their super popular Fiat 800 and the Panda will be instant hits here if properly introduced and marketed. I charge that the U.S. market is way over due for a new infusion of cool, sporty, economical European cars.
This new mix of cars would give Chrysler what all brands need: competitive uniqueness. Yes, a Jeep is only a Jeep and a Fiat is only a Fiat. But they can build on a trimmed down line of models with a redefinition of their brand mission to something like– Drive your experience. They will at last be different from Toyota, Ford, Honda and definitely the bloated and lost GM.
Bravo Fiat!