With a veiled reference to the disastrous, failed alliance that nearly destroyed Chrysler during the recent recession, CEO Sergio Marchionne and his management team laid out a broad and ambitious plan for the U.S. maker and its Italian partner, Fiat, that will see the newly merged company roll out a flood of new products during the next five years.
Following up on a day-long session in late 2009, after Fiat first came to Chrysler’s rescue, the new Fiat Chrysler Automobile (FCA) detailed its next five-year plan, outlining a strategy that will see it try to sharpen the focus of each of its many brands. In most cases, that will mean adding a number of new products, though in some cases, key brands like Dodge will actually reduce their line-ups to eliminate models that don’t fit their image.
With several hundred investment analysts and an equal number of journalists in the audience, Marchionne’s clear intent was to show that Fiat Chrysler, currently the world’s seventh-largest automotive manufacturer, is well-positioned to challenge rivals ranging from Toyota to Ford, General Motors to Volkswagen, in an increasingly competitive market. (more…)