Fiat and Chrysler’s tie-up may be a positive thing, but the companies just can’t go on rebadging Chrysler models as Lancias in Europe. This kind of policy drives consumers away most of the times and the group’s CEO Sergio Marchionne is well aware of that.
Thus, the Lancia Thema sedan, Flavia Cabrio and Voyager MPV, which use Italian badges for the Chrysler 300, 200 Convertible and Town & Country, respectively, will not be followed by similar models. Yes, the Fiat Freemont, the rebadged incarnation of the Dodge Journey has been successful, but this is probably a singular case.
Instead, Marchionne will ask Lorenzo Ramaciotti, who has supervised the designing of multiple Ferrari and Maserati models in the last two decades, to handle styling cues of future Chrysler and Lancia models.
Ramaciotti, 63, knows that it won’t be simple to please both European and American customers - the brands’ visual identity will merge into a common one that has to appeal to both continents, but, as he proved with the recent Maserati Kubang SUV concept, knows what he’s doing.
“We are trying to find an international language, which could have a place both here in Italy and in the U.S.,” Ramaciotti was quoted as saying by Businessweek. “If you put all the models into the showroom, they must fit together. It’s a delicate problem.”
Fortunately, the designer explained that the rest of the group’s brands, Alfa Romeo and Maserati, as well as Dodge and Jeep, will keep their own identities.
Instead, Marchionne will ask Lorenzo Ramaciotti, who has supervised the designing of multiple Ferrari and Maserati models in the last two decades, to handle styling cues of future Chrysler and Lancia models.
Ramaciotti, 63, knows that it won’t be simple to please both European and American customers - the brands’ visual identity will merge into a common one that has to appeal to both continents, but, as he proved with the recent Maserati Kubang SUV concept, knows what he’s doing.
“We are trying to find an international language, which could have a place both here in Italy and in the U.S.,” Ramaciotti was quoted as saying by Businessweek. “If you put all the models into the showroom, they must fit together. It’s a delicate problem.”
Fortunately, the designer explained that the rest of the group’s brands, Alfa Romeo and Maserati, as well as Dodge and Jeep, will keep their own identities.
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