Fiat fights back
Fiat Group boss outlines new-model driven resurrection planA raft of new models sprinkled across all of its brands will lead a Fiat fightback against crumbling sales in its European heartland. Alfa Romeo, Maserati and Jeep will score the lion’s share of 17 new models Fiat plans to roll out by 2016, while its Chrysler operation in the US will maintain its existing new model strategy.
Fiat CEO Sergio Marchionne yesterday announced the new model strategy to car industry analysts in Turin, placing a strong emphasis on putting some of its mothballed Italian plants back into operation.
While three new Maserati models have long been scheduled to arrive within Mr Marchionne’s 2016 window, he also announced a new, smaller Jeep targeting the European market. Maserati’s Levante SUV (formerly known as the Kubang and based on the Grand Cherokee’s architecture) and the Ghibli E-segment sedan will both arrive in 2014, a year after the replacement for the Quattroporte.
Italy’s union movement has been stoking paranoia about Mr Marchionne’s plans to move production away from Fiat’s spiritual homeland, but the Canadian-Italian CEO instead announced he would fully utilize five Italian factories, rather than closing them.
While sales of Fiat, Lancia and Alfa Romeo-branded cars have been languishing in Europe this year, Mr Marchionne’s plan calls for Fiat to focus its attention on Maserati and Alfa Romeo. He cited the increased profitability the prestige brands can bring. Both brands will heavily target markets outside of Europe.
Overall, though, Mr Marchionne lowered his 2014 targets for the Fiat and Chrysler conglomerate from six million cars a year to just 4.8 million, though it will only build around 4.2 million this year.
While he is aiming to sell 50,000 Maseratis a year by 2015, the big push will be with Alfa Romeo.
Fiat’s on-again, off-again odyssey for the brand’s long-awaited reintroduction to the USA is still confirmed for late 2013. However, its return will be lead by the carbon-fibre 4C sportscar, which is completely at odds with the higher volumes models upon which Mr Marchionne's plans are based.
Read the latest Carsales Network news and reviews on your mobile, iPhone or PDA at the carsales mobile site
Please see our Editorial Guidelines & Code of Ethics (including for more information about sponsored content and paid events). The information published on this website is of a general nature only and doesn’t consider your particular circumstances or needs.
