Fiat to show new Chrysler derived from Lancia in Detroit next month

2009 Lancia Delta

While Chrysler will not hold a press conference at the 2010 Detroit Auto Show next month, the Auburn Hills automaker and Fiat SpA plan to show a new car derived from the Italian company’s Lancia brand. Sources familiar with the plans told Bloomberg that the vehicle will be the first demo of how Fiat designs will be incorporated into Chrysler’s lineup.

One person, who wished to remain anonymous, said that the vehicle shown in Detroit will be rebadged as a Chrysler model.

During a visit to Washington last week, CEO Sergio Marchionne said that vehicles sold as Lancias in Europe will eventually be marketed as Chryslers in other markets. He said that integrating Chrysler and Lancia globally is one of the main goals for the Auburn Hills company after bankruptcy.

Chrysler declined to comment on the report.

Chrysler’s 5-year business plan calls for having designs from Fiat to account for more than half of the company’s global sales by 2014. Mixing up the vehicle lineup with Lancia will help expand the Chrysler brand to 7 models by 2014 from the current five.

– By: Kap Shah

Source: Bloomberg