REPORT: Fiat wants Chrysler to be a Cadillac competitor
When you were a kid, there was probably a point when your mom or dad told you that you could one day be president of the United States. They probably didn't really mean it, but at least they wanted you to push yourself a little harder to achieve life's goals. Fiat appears to be in a similar situation with its new underling, Chrysler. The Italian automaker is working through a far-reaching game plan for the Chrysler, Jeep and Dodge brands, and it sees Chrysler competing in the luxury space. Chrysler brand CEO Peter Fong is setting the bar high, too, as he sees the brand being "a notch above Lincoln, a notch above Cadillac."
You may recall former parent Daimler had similar aspirations for the Chrysler brand, with vehicles like the 300 and Pacifica leading the way. While the 300 had some success and commanded a reasonably high MSRP, the Pacifica was a comparative failure. Then Chrysler followed up with the Sebring, which put to bed any hopes and prayers for an upscale Chrysler brand. Fong told Automotive News that Chrysler needs to be better differentiated from Dodge; a nameplate that management wants to be known more for driving dynamics. The only marque that will likely remain largely intact after Fiat's sweeping changes is Jeep, and even then, the Jeep lineup will likely receive more small, front-wheel drive-based vehicles in an effort to satisfy increasingly stringent CAFE standards.
While we can see how a more upscale Chrysler brand would be a great idea, we're having a hard time seeing how the Pentastar's namesake will catch up to Cadillac (or its competitors) any time soon. The resurgence of the Wreath and Crest has been seven years in the making, and even now the brand's success essentially rides on one product – the CTS. New models like the BMW 3 Series-fighting ATS and large and luxurious XTS promise to rebuild some of the momentum that Cadillac has recently lost, but even that remains to be seen. Chrysler, on the other hand, currently has nothing that can reasonably be said to compete with Cadillac, and judging from comments made by Fiat CEO Sergio Marchionne, there isn't anything in the pipeline, either. It's good to dream, though, right?
[Source: Automotive News - subs req'd]
Reader Comments (Page 1 of 6)
Robert O 1:35PM (9/21/2009)
Considering that Cadillac sales have fallen by almost 50% year-to-date, Fiat's goal is achievable.
Reply
Rob 2:04PM (9/21/2009)
I wonder how realistically they actually see this goal. If it gets Chrysler motivated and the end result is that they kick out a good new product, well, then the actual end result is still pretty good. So, go nuts Chrysler, show us whatcha got.
xpolarx 2:09PM (9/21/2009)
Sales-wise...yes, the goal isn't exactly shooting for the moon. But when it comes to brand image, product quality, and performance...I'd say it's pretty lofty. I don't know about anyone else, but when I look at Chrysler, I thing Sebring and PT Cruiser; but, when I look at Cadillac, I think luxury, sharp styling, and the CTS-V.
Of course, it should be said that 10 years ago, when I saw Cadillac, I thought boredom, Italians (is that xenophobic?) and old people. So, reinvention of brand identity is achievable...it just takes time and clarity of vision. I wonder if Fiat has either of those things.
KeatMP 2:20PM (9/21/2009)
@ xpolarx
+1
It is alot more than about how many cars you sell. If Chrysler want's to compete with any of the luxury marques, it's going to take several years of fantastic product.
geo.stewart 2:27PM (9/21/2009)
Chrysler doesnt match Buick and barely Mercury. I dont see it taking on Cadillac anytime soon. I dont see it beating Hyundai anytime soon.
Its a nice goal but as mentioned Caddy has a 7 yr headstart and the CTS is all that. New SLR is awesome and the work on the new pieces yet to see but Chrysler will be a success if they can match a Genesis for the 300 replacement's replacement.
And Jeep with more Compasses? that brand will ultimately die if they keep that up.
Tool 3:14PM (9/21/2009)
Maybe 10 years ago, taking Chrysler upmarket could have been done.
There are a couple of things that prevent this now:
1. The eponymous brand was run into the ground by Daimler and then ruined by the C11 filing. Anything related with the Chrysler name is now sullied
2. Distribution: Chrysler brand dealers are dualed with Dodge/Jeep dealers. Most luxury customers want a unique upscale experience not likely to be found in a shared showroom. And dealers aren't going to invest the resources in a low volume brand to give customers a Cadillac-plus experience
3. The traditional American Luxury customer is dying — literally — so unless Fiat can pull of a new definition of this, it is just an interesting idea.
Ligor 5:09PM (9/21/2009)
I think it's doable as well
take the 300C polatform - modify it a bit, make a shorter version and a longer one and a longer one adn all of a sudden you ahve 3 chrystler sedans with a good platform
likely will not steal from BMW and won't match their handling but neither does the Caddy, except for the CTS-V
so If Fiat can follow this (shouln'd be to hard as long as they find the $) and have a nice fresh interior with luxury appointments then here we go
I would keep it just below Caddy and aim right under Infiniti - have the car sizes just like Infiniti with a smaller one to make it 3 and then keep the price $1500 less - i'll be one to join, adn give me the Hemi in the smaller version as well and i'll have at it no problems
CaroVette 7:36PM (9/21/2009)
@Ligor
Is the 300C really a good platform? I don't think of it as such, better than previous Chryslers, sure. A good platform as compared on a wider slate, no.
Also in general, this is laughable, I'm really disappointed we didn't axe Chrysler when we had the chance. I thought the 300C was a really good turn around. Nope, nice look, same old sh!7. The only way Fiat can achieve this is if new Chrysler in no possible way remotely resembles what it currently is, if it doesn't do that, I wouldn't go near them with a 10ft pole.
Tyler 7:57PM (9/21/2009)
Well Lincoln will easy to take over I barely see any Lincolns on the road besides Town Cars, MKX's, and Navigators, but Cadillac right from the jump? I think they're thinking to far on themselves they have to slowly make progress like Hyundai is doing.
Derek Washington 7:45PM (9/21/2009)
If you go all the way back to the early 60's, Chrysler was a very upscale brand. The Imperial is still a very imposing and sexy Luxury car. They can do it. It's just a matter of doing it. Of course it's going to take years. They have to get it right on the 1st try like they did with the 300, though, they have to aim WAY higher with their interiors. Every Mopar product I've driven lately had some bizarre version of an upscale Lada or something. Really icky.
polo 11:27PM (9/21/2009)
This goal is doable because Chrysler is already heads over shoulders above anything Cadillac offers. Chrysler has the Caliber, the Charger, the Magnum, and the 300. What does caddy have except for an acronym?
James 1:36PM (9/21/2009)
"REPORT: Fiat wants Chrysler to be a Cadillac competitor"
o_O
Reply
Alex 2:36PM (9/21/2009)
I don't think it is that crazy of an idea. Considering there is essentially nothing in the works for Chrysler, they can start with a fresh sheet. Fiat paid nothing for the companies so they can run with the assumption of "nothing to lose".
As it stands Chrysler and Dodge are straight up competition. They offer very little outside of simple design feature to differentiate them from each other. They need to part and go their separate ways. Chrysler going up-scale and Dodge going sports.
jv2k 3:22PM (9/21/2009)
I know. Sometimes it's easy to forget that Chrysler used to be a luxury brand and not a different dodge trim.
I'm rooting for fiat, but this will be difficult to do.
For the past years people have been looking at chryslers as their budget vehicles. GM pushed cadillac back from the brink and Ford is moving Lincoln too, but they weren't nearly as far gone as Chrysler is.
I mean it can happen, just look at what Hyundia is doing. It will take a lot of work though especially given how integrated crysler and dodge dealers are.
AMcA 8:38PM (9/21/2009)
They're hallucinating.
Jei 10:22AM (9/22/2009)
Chrysler had the chance to go upmarket when it was purchased by (merged with) DaimlerBenz. That particular cachet has been lost on the brand as it is today, and it will take quite a few years to reinvent itself to reach that image.
As long as Chrysler continues to sell the Sebring, minivans, and the clunky Aspen; their image will never change into what they inspire it to.
Chris 1:36PM (9/21/2009)
Funny!
Reply
Chris 1:38PM (9/21/2009)
...especially since he said he wants it a notch above Cadillac and a notch above Lincoln. Does he not understand how they're already not on the same level, with Cadillac far above? Does he not get the dichotomy between the lux market (Lexus, Lincoln, Buick) and the sport market (Cadillac, BMW)? And I suppose the ones that straddle the fence, like MB?
DKB_SATX 1:52PM (9/21/2009)
You can't just throw Cadillac into "sport market" though, because that ignores lots of their volume (Escalade, DTS.) Those are lux-barge vehicles with no sport to them at all (unless you consider pulling your boat with the Escalade a sport.) The CTS line is definitely sporty and targets the BMW 3- and 5-Series segments, but Cadillac is still selling lots of soft boats.
FSM 1:37PM (9/21/2009)
BWAAAAAAAAHAHAHAHAHAHAHA!
Reply