The flagship sedan, based on the next-generation Chrysler 300, will replace the recently discontinued, controversially-designed Lancia Thesis.
Chrysler is being pushed upmarket by Fiat's executives; the goal is to have the automaker operate on the same plane as General Motors' Cadillac division, although even the Italians acknowledge that there's a long way to go.
Like Lancia, Chrysler will be positioned as a style-conscious brand for upscale, trend-setting consumers. Though Lancia faced dwindling sales for much of the last decade, its recent repositioning seems to have worked: In a down market, Lancia's sales have remained flat. That's good news by 2009 standards, especially considering Lancia's product lineup has been pared down.
Industry insiders give much of that credit to Lancia's chief, Olivier Francois, a marketing expert who is now at the helm of both Chrysler division and Lancia. Francois was a natural choice to head up Chrysler division for Fiat CEO Sergio Marchionne because of how he handled the similar, albeit on a smaller scale, Lancia dilemma.
