Rebadging Lancias as Chryslers is not something that will worry car buyers, reckons the US brand’s president and chief executive officer Saad Chehab.
The Ypsilon and Delta, just launched in the UK, are Lancias with Chrysler badges and Chehab sees this as a big opportunity.
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He said: “These days. Apple is perceived as a top US brand, yet most of its products are made in China. The Ford Fiesta which does so well in the UK and US is built in Germany, Buicks are Opels. There is a much bigger acceptance amongst consumers.
“We want to be seen as a cool brand and this is a good opportunity for us. The cars have the looks and price appeal. We are looking for customers who are not locked into a brand. I am most excited by opportunity in the UK which I see as an extension of the US. Bridging the classes, cool and confident.”
He added: “We were in a similar position in the US with the Chrysler 200, a tough sector to penetrate but we came in with a brand new car to replace the Sebring and we have seen an amazing transition by giving people an alternative to the norm – something just a little bit different.
“Lancia and Chrysler are both the third child in their families which means they are free to innovate and do crazy things. Both also have a premium approach and over time they have evolved.
“This is another new start for Chrysler,” said Chehab. “We getting it right again on the other side of the Atlantic and we now have to transfer that comeback to Europe.”
Chehab has been visiting the top five markets in the region. He added: “I need to fully understand the trends and taxation issues etc. We need to develop products for these top five markets.”
Fiat-Chrysler boss Sergio Marchionne said the alliance should be selling 6m vehicles a year by 2014 if it is to be one of the ‘big six’ global car manufacturers.
Nigel Land, who heads up the two US brands in the UK, said: “We have emerged from the dark days of three years ago and we have experienced 17 months of continued growth in the US.
“Chrysler is investing $23bn in new models and we are now doing more TV, press and billboard advertising than we have done at any time in the past three years.
“To get better we need to learn and adapt. The alliance is not just about powertrains or selling 6m units by 2014, or badge engineering. It is two companies aligned in their vision, an integration of cultures to make cars that people want to drive and a network of dealers that people want to do business with. The brand [tagline] is ‘Luxury Liberated’.”
Lancia has a chequered history in the UK. Earlier models had a reputation for rust and one – the Beta – was so bad the company eventually bought back the cars. The brand subsequently withdrew from right hand drive markets.
