Almost exactly five years after taking control of the bankrupt automaker, CEO Sergio Marchionne will outline his global strategy for both Detroit-based Chrysler and its Italian partner Fiat during a day-long strategy session this week.
The marathon meeting will be a follow-up to one that Marchionne and his management team staged shortly after Chrysler emerged from Chapter 11 protection in 2009 – a session that saw skeptics question whether the U.S. maker could survive, never mind flourish under Italian control. But five years later, that’s exactly what is happening, Chrysler last week reporting its 49th consecutive monthly sales gain as it continued to outpace the industry’s overall recovery.
But the smallest of Detroit’s so-called Big Three has plenty of challenges to deal with – as does partner Fiat. Together, the newly merged Fiat Chrysler Automobiles (FCA) will need to sharpen and, in some cases, redefine the identity of its various brands, roll out a wave of new products, and expand its presence in key emerging markets. That’s especially true for Chrysler which was pushed out of China after the collapse of its previous marriage to Germany’s Daimler AG.