Fiat melds brands in Europe
A report by the BBC published in February this year should remind every Fiat enthusiast of how diverse the company actually is. Due to bring in the Chrysler brand across Europe this year, it’s easy to forget that Fiat also own Lancia and Alfa Romeo.
The move to bring in European versions of the Chrysler leads many pundits to speculate as to what Fiat’s intentions are. However anyone familiar with the Dodge Journey will be pleased to note that a European version is due to be on the market by the end of the summer. It’s a slightly modified version with stiffer suspension a redesigned interior showing that it isn’t just a Dodge with an Italian label on it, though some critics may disagree.
A worldwide roamig sim card has been alleged to providing the seed of the idea that has led Fiat to diversify in this manner. Like the mobile phone industry, Fiat wished to expand and adapt its cars to each nation it sells them to, rather then applying a ‘one size fits all'strategy to the world. It could prove to be a smart move though there has already been a backlash in rebranding a Chrysler 300 as a Lancia Thema. Deciding to merge the Chrysler and Lancia brand into one brand in Europe has already met with hostility in some quarters as Lancia users have been historically proud of their models.
Will Fiat’s gambit pay off? Well as one of the largest car companies in the world, this reviewer humbly submits that Fiat will remain as one of the leading lights of the industry.
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