R. G.: We are not Daimler. Fiat is a mass-market producer of popular and affordable cars, which makes us similar to Chrysler. Our corporate culture puts us closer to Chrysler than to Mercedes who is mostly a luxury car manufacturer. Furthermore, and this is an important point, the Fiat Group will provide Chrysler with its latest technology, be it for platforms or powertrains. Mercedes had chosen to provide Chrysler with some of its older technologies. Remember also that Fiat has been a world leader in small fuel-efficient cars for more than a century, and therefore fits perfectly in the present economic climate and the long-term vision of the US Administration.
Among the other benefits for Chrysler of an alliance with Fiat are the export markets. At present Chrysler exports only 200,000 vehicles per year which is a very small number. Thanks to the extensive worldwide Fiat network, we will be able to export several Chrysler models, notably Jeeps and minivans, as well as pick-ups which are popular in Africa, Asia and in Latin America.
Auto123: Fiat Group President, M. Sergio Marchionne, wanted to create a mega company made up of Fiat, Chrysler, GM Europe and GM Latin America, in all, some ten automotive brands. Don’t you fear that you may be creating another difficult to manage giant just like GM?
R. G.: The problem with GM was not so much its size as its refusal to abide by a concept otherwise created by Americans: the notion of branding. With the possible exception of Cadillac, there are practically no differences between GM brands. They all do the same thing and in the same way. Our three basic brands (Fiat, Alfa Romeo, Lancia) have clear differences between them and each has its distinct character, not counting Maserati and Ferrari, of course. Besides, Fiat has considerable experience in managing several brands, just like Volkswagen who has been successful in managing VW, Seat, Skoda, Audi, Bentley and Lamborghini.
Auto123: Although Fiat may be less known among the general public, we (in North America) do have Italian car enthusiasts who are wondering which Fiat and Alfa Romeo models you intend to bring over and when?
R. G.: The decision regarding models to be sold in North America has not been made yet. We are waiting for the alliance to be finalized. However, I can tell you that the new Fiat 500 has a good chance in being built in the Chrysler plant in Mexico and that the new generation of the Alfa Romeo 159 may also be built in America. As for other potential models, you are aware of course, that they need to satisfy your governments’ standards before they can be sold on your market, which always requires some engineering time.
So there you have it, comments from Fiat Group management on the heel of its historic alliance with Chrysler, the smallest of the once-mighty Detroit Big Three.
Next installment in our quest for answers in Italy: a visit to the Centro Ricerche Fiat, the Fiat Research and Development Center, where diesel common rail technology was perfected in the 90s and where the new and very promising MultiAir technology is born.
photo:Fiat
Among the other benefits for Chrysler of an alliance with Fiat are the export markets. At present Chrysler exports only 200,000 vehicles per year which is a very small number. Thanks to the extensive worldwide Fiat network, we will be able to export several Chrysler models, notably Jeeps and minivans, as well as pick-ups which are popular in Africa, Asia and in Latin America.
Auto123: Fiat Group President, M. Sergio Marchionne, wanted to create a mega company made up of Fiat, Chrysler, GM Europe and GM Latin America, in all, some ten automotive brands. Don’t you fear that you may be creating another difficult to manage giant just like GM?
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| Fiat Group President, M. Sergio Marchionne, wanted to create a mega company made up of Fiat, Chrysler, GM Europe and GM Latin America. |
R. G.: The problem with GM was not so much its size as its refusal to abide by a concept otherwise created by Americans: the notion of branding. With the possible exception of Cadillac, there are practically no differences between GM brands. They all do the same thing and in the same way. Our three basic brands (Fiat, Alfa Romeo, Lancia) have clear differences between them and each has its distinct character, not counting Maserati and Ferrari, of course. Besides, Fiat has considerable experience in managing several brands, just like Volkswagen who has been successful in managing VW, Seat, Skoda, Audi, Bentley and Lamborghini.
Auto123: Although Fiat may be less known among the general public, we (in North America) do have Italian car enthusiasts who are wondering which Fiat and Alfa Romeo models you intend to bring over and when?
R. G.: The decision regarding models to be sold in North America has not been made yet. We are waiting for the alliance to be finalized. However, I can tell you that the new Fiat 500 has a good chance in being built in the Chrysler plant in Mexico and that the new generation of the Alfa Romeo 159 may also be built in America. As for other potential models, you are aware of course, that they need to satisfy your governments’ standards before they can be sold on your market, which always requires some engineering time.
So there you have it, comments from Fiat Group management on the heel of its historic alliance with Chrysler, the smallest of the once-mighty Detroit Big Three.
Next installment in our quest for answers in Italy: a visit to the Centro Ricerche Fiat, the Fiat Research and Development Center, where diesel common rail technology was perfected in the 90s and where the new and very promising MultiAir technology is born.
photo:Fiat