Chrysler ’s new parent company, Fiat, has big plans for the struggling automaker. Specifically, Fiat wants to overhaul the Chrysler’s namesake brand, while also charting clear paths for Dodge and Jeep .
Peter Fong, CEO of the Chrysler brand and head of sales for all three divisions says he envisions Chrysler as a luxury brand a “notch above Cadillac .” Fong told Automotive News he thinks Chrysler can be redefined as a high-end carmaker.
Fong said it will be important to eliminate product overlap between Chrysler and Dodge products. That means the days of near-twins like the Dodge Avenger and Chrysler Sebring will be coming to an end.
While Chrysler will focus on luxury, Dodge will focus on performance and driving dynamics. Michael Accavitti, Dodge CEO, said the Chrysler 300 and Dodge Charger are a good example of future products will be differentiated. While the cars share a platform, they feature completely different styling and target entirely separate demographics.
So with Dodge and Chrysler taking decidedly different paths, does that mean Jeep is also headed for an overhaul? Not likely. Going forward, “Jeep is [still] Jeep,” said brand chief Michael Manley. He said there is no need for a change of direction, but there will be an increased focus on efficiency.
