"We're going to have to offer a broad array of products across every one of the segments," Peter Fong, Chrysler brand CEO, recently told Automotive News. In doing so Chrysler is going to step up its game and become a luxury brand. The first luxury Chrysler may be a subcompact, added Fong.
For starters, the Dodge and Chrysler brands will need to be separated for this change to be implemented. Most dealerships offer all three brands; the new separation may help differentiate the two.
Jeep CEO Michael Manley promised that while Fiat technology and platforms will be part of the plan, "You won't see Fiat DNA in our brands." Jeep won't change at all; the rugged offerings from the brand have cemented a place in the market with little competition.
Dodge and Chrysler will need some work to separate though. "The [Chrysler] 300 and the [Dodge] Charger share the same underpinnings, but they attract two different customers, so they are already in the right direction," Dodge CEO Michael Accavitti told Automotive News. Dodge will remain the sportier brand focusing on performance and fuel economy. Dodge will also benefit from Fiat's technology and compact performance.
The minivan segment, largely dominated by Chrysler will see differentiation also. The Caravan should remain close to what it is now. Chrysler's Town & Country, on the other hand, will see either a major overhaul or possibly be dropped from the lineup altogether to avoid undermining the Dodge model.
Chrysler's Fong claims that the emerging brand will be, "a notch above Lincoln, a notch above Cadillac." We'll see...
Source: Automotive News