Fiat picks Lancia over Chrysler as badge for combined European lineup

Posted: Apr 22, 2010
 Email 3 Comments

2009 Lancia Delta based Chrysler

The Lancia and Chrysler branding decision, which was announced yesterday during Fiat’s 5-years business plan presentation, ended months of speculation and debate on how the automaker would market the combined lineup across Europe. Fiat CEO Sergio Marchionne said that all Lancia and Chrysler vehicles sold in continental Europe will wear the Lancia badge, while the Chrysler badge will only be used on Lancia and Chrysler cars sold in the UK and Ireland.

“The Lancia brand will be most impacted by the Chrysler alliance as the two ranges will be fully integrated into a new full-liner brand,” Fiat-Chrysler CEO Sergio Marchionne said.

Fiat chose to predominately use the Lancia brand because consumer study shows that in Europe Lancia cars could command a higher price than Chrysler.

Lance sales grew 9.2 percent to 112,000 in 2009, while Chrysler brand sales decline 60.2 percent to 11,500 units.

2010 Detroit: 2009 Lancia Delta based Chrysler:

2010 Detroit: 2009 Lancia Delta based Chrysler 2010 Detroit: 2009 Lancia Delta based Chrysler 2010 Detroit: 2009 Lancia Delta based Chrysler 2010 Detroit: 2009 Lancia Delta based Chrysler

All Photos Copyright © 2010 Omar Rana ““ egmCarTech.

- By: Omar Rana

Source: Automotive News (Subscription Required)


Share |  Email  Print |




Subscribe & Connect

Connect with us on any of our social profiles below.

Subscribe to our e-mail newsletter to receive updates.

  • Peter Arsenault

    Give me that Lancia Delta in Canada in all-wheel drive and a price at $25K or less. My cracking point would be no more than $27K because from a moral point of view, I find it difficult to spend mega bucks on a vehicle, especially when the local busing system is very impressive.

  • juveray

    coming from the u.k i would gladly buy a lancia badged car,i've always loved lancia,however it'l be a cold day in hell before i buy a chrysler!

  • wggmn3

    Preferred the front end styling of previous Fiat / Lancia as seen on this link:
    http://www.worldtopcars.org/lancia-delta-2009/