Chrysler committed to Australian marketplace

The local arm of Fiat Chrysler Automobiles has affirmed its commitment to the Chrysler brand Down Under. The statements come in the face of decisions to withdraw the iconic US brand from the UK marketplace.

The UK withdrawal further reduces the potential market size for right-hand drive (RHD) Chrysler vehicles. But President & CEO, FCA Australia, Pat Dougherty remains upbeat about the brand's future Down Under.

"FCA Australia is absolutely committed to the Chrysler brand," he told motoring.com.au today.

"The new Chrysler 300 range, revealed at the Los Angeles Motor Show, will soon launch locally – and it will include an SRT V8 variant engineered exclusively for Australia. This is further evidence of the importance placed on our domestic market," Dougherty stated.

Dougherty said the reduction in RHD volume following Chrysler's exit of the UK market would not limit the brand's local plans.

"From a strategic point of view, each of the company's regions is independent. Within the Asia Pacific region, Australia is joined by other major markets including India and Japan in forming an important right-hand-drive audience for Chrysler internationally," the local boss stated.

"FCA Australia is currently reviewing plans to bring more vehicles to the market and the Chrysler brand plays an important role in accessing this future product," Doughtery said.

In the UK, Chrysler sold 300 variants as well as the Grand Voyager people-mover, however, much of its offering were also badge-engineered Lancia models. Sales of both streams were less than convincing.

In coming weeks, FCA Australia will play host to the company's Vice-President Global Product Marketing, Steve Bartoli. Bartoli plays a role at the highest levels of product planning within FCA and is potentially a key ally in FCA's plans to expand its US-derived range of vehicles Down Under.