Chrysler’s Overhaul: Chrysler to become more luxury, Dodge to become more sporty, Jeep to stay as is

Fiat SpA and Chrysler CEO Sergio Marchionne, plans to release a new 5 year business plan outlining Chrysler Group’s product overhaul in November. According to some early interviews with Chrysler executives, Automotive News found out three main things that may be outlined in Nov.

– Chrysler: Brand will become more luxurious… more luxurious than Cadillac.
– Dodge: Brand will become known for its driving dynamics.
– Jeep: Will remain as is with some Fiat technology.

“We’re going to have to offer a broad array of products across every one of the segments,” said Peter Fong, Chrysler brand CEO and head of sales for all the brands. Fong is looking to take the Chrysler brand upscale and is also considering a subcompact entry.

Michael Accavitti, Dodge CEO and head of marketing for all the brands, said that Dodge needs to evolve from its muscle car spirit from brute force to driving dynamics.

As for Jeep, CEO Michael Manley says that while Fiat technology and platforms will be part of the plan, “You won’t see Fiat DNA in our brands.”

– By: Omar Rana