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The rebadging of things to come? – Click above for high-res image gallery

Remember the nameless Chrysler Lancia (pictured above) from last week's Detroit Show? According to a report from Autocar, there's a good chance that the vehicle (a reskinned Delta) is more than just an exercise in filling up space in Cobo Hall. Fiat's boss Sergio Marchionne is saying that Chrysler could be fully merged with Fiat by the end of the year.

Why would Mr. Marchionne merge two such seemingly distinct and storied brands into one? Because they fill holes in each others' lineups. "In Europe, Lancia is an undersized, underdeveloped brand, with nothing bigger than the Delta. Chrysler, which has a true global reach, has nothing smaller. Put them together and you have a full line-up," said the boss.

As for last week's Pentastar badged Lancia Delta, it could happen... maybe. "The rebadged Delta could quite possibly make a Chrysler vehicle," explained Marchionne, who went on to explain that a Chrysler'd Delta would not conflict with Lancia. Why? Fiat won't be selling any Lanica-badged Lancias in the United States. If that's the case, the merger would be similar to how Renault-Nissan does business, and hopefully not as... how to put this... plain rotten as DaimlerChrysler turned out.

[Source: Autocar]

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    • 1 Second Ago
      • 5 Years Ago
      Maybe I just have a bizarre penchant for rebadged Euro-brand 5-door hatchbacks (I own an '08 Astra XE), but I quite like this.

      I like the styling and the interior. Hopefully, if we get it, it'll be well made, reliable, and fun to drive. If so, I'll give it a look.
      • 5 Years Ago
      I can see and even appreciate the logic of merging the Chrysler and Lancia brands based on Sergio Marchionne's comments. After all, in order to restore and strengthen the company it only makes sense to consider combining some of the product line.

      And for those who seem to get all in a huff about such products being "rebadged," what's truly the difference? Each proposed market is unique unto itself. As for me I'm looking for quality and value, and not just a name.

      So with regards to rebadging, just about everything is rebadged in some form or another. Here's an example: You go out and buy a new shirt (or blouse for the ladies) from Store A under the label ABC Garments. Then see the same shirt/blouse at Store B under the label XYZ Fashions. Both items are identical because most likely they were made by the same manufactuer ... only rebadged!

      Want more? What about that pair of shoes you recently bought? Or the "generic" label over the "name brand?" All these items come out of the same factories with, in some cases, only minor tweaks and modifications. The list goes on and on.

      Thus, a Chrysler sold in Europe as a Lancia, or a Lancia sold here in North America as a Chrysler makes very little difference. The emphasis should be placed more on what's behind the name rather than just the name itself.
      • 5 Years Ago
      Stratos! Stratos! Stratos!
        • 5 Years Ago
        And the Delta HF Integrale Evo II. Please! Jeremy Clarkson absolutely raved about the thing on TG.
      • 5 Years Ago
      Well I would HOPE Fiat won't be selling any "Lanica-badged Lancias" in the United States.
      • 5 Years Ago
      Just a general comment--

      Most cars look alike. A BMW looks no better than a Chevy costing 1/3 the price. Both look like turds.

      I'm hoping that the Italians will raise the sense of style in today's American car market. Back in the 20s and 30s, most cars had distinctive styling. Why not now?
      • 5 Years Ago
      It's like that quote from Rocky: "I dunno, she's got gaps, I've got gaps, together we fill gaps..."

      It makes sense, too. Basically, aside from branding, all of the gaps are on the Chrysler side. Chrysler has a name in the US that is trusted to some. The FIAT name? Not so much. And Lancia? They're just about unknown to most. Chrysler still has its own following of dedicated owners. The Chrysler and Dodge brands still have value in the US (unlike FIAT and Lancia).

      Aside from that, they've got a bunch of outdated chassis platforms and technology. They also lack any real product pipeline thanks to all endless mismanagement by Daimler and Cerberus. It's a lot cheaper to manage Chrysler as a badge engineered brand in the US by basing its line-up on existing FIAT and/or Lancia models than by creating distinct models that are mostly unique to Chrysler. I'd still love to see a 500 Abarth in a Chrysler showroom this year!
      • 5 Years Ago
      Merging Lancia and Chrysler designs into one makes perfect sense.

      Fiat can not afford to have a zillion different brands, when most of them don't even compete in the same market. So I guess the question remains that if Chrysler = Lancia, what happens to Dodge??

      While there are no new products to speak of just yet, I am very positive concerning Fiat's takeover of Chrysler. They seem to genuinely want to improve the brand, unlike Chrysler's two ex-wives.
      • 5 Years Ago
      Bye Bye Lancia.
      • 5 Years Ago
      I think this should replace the PT Cruiser. Not the greatest looking auto, but, it is a start.
      • 5 Years Ago
      DaimlerChrysler wasn't just "plain rotten", it was date rape.
      • 5 Years Ago
      Lancia should be placed in the intermediate/premium luxury level, with Volvo and such, while Chrysler goes more upscale to Mercedes and Lexus level of luxury. They should share platforms, but not products.

      Any Lancia that's smaller than the Delta should NOT have a Chrysler badge, which means that the Ypsilon and Musa stay as Lancia's, with a name change, since they sound pretty stupid imo. The Chrysler 300C should NOT be shared with Lancia.

      The Lancia Delta platform gets re-skinned with a Nassau-like body, its roofline is actually in a way that it can be easily turned into a small-sedan without it looking awkward. The Interior should also have Nassau styling cues. The Nassau should be more upscale than the Delta.

      The revised Sebring(With a different name) goes a bit more upscale, possibly permanent AWD, it can be shared with Lancia(New Lancia Gamma?) but with slightly different styling.

      The 200C(Named as Concorde) is the E-Class sized vehicle, based on the Challenger's LX platform(SWB). It should have a more practical Interior, same exterior styling. the base platform can be shared with Lancia for the Thesis replacement.

      I also think that every Chrysler from now on should have an interior thats as good or better than the Lancia Thesis'. Lancia's can be sold in the US but as a niche brand.

      Dodge should get a new Stealth based on the C-Evo. with Permanent AWD. it should slot below the Challenger and have Venom exterior styling with Demon interior styling. Dodge should only be sold in the market's where its more popular than Fiat(North America, Middle East and some parts of Asia) while Fiat should be sold where its more popular(Europe, South America and Africa) only a few Dodge vehicle should be sold world-wide(New Stealth, Challenger, Charger and Viper) and vice versa for Fiat(500) and they better get the Charger to Australia.

      Or, they can merge Chrysler and Lancia in a way, The Delta and whatever smaller can be a Lancia, while whatever bigger can be a Chrysler. the D-Segment cars can be shared between the two. and there could be a unique model for each brand.(An F430 based retro-Stratos with the Pentastar V6?) and possibly a RWD luxury-roadster for Chrysler, named the Conquest.
      • 5 Years Ago
      Bring over the Delta and that's it.
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