Platform sharing is nothing new in the automotive world. Everyone does what allows companies to reduce development costs in all areas. For example, if it were not for the VW Touareg, Porsche probably would not have the means to develop the model that made a cash cow: the Cayenne.
And indeed, most of the time, making your average buyer does not know what lies beneath the sheet or if the vehicle is identical in many respects a model that carries a different label, because it or she sees and feels really different.
The problem starts when car manufacturers are engaged in blatant badge engineering, simply place a different grille and a new logo on the wheel and call it something else.
And therein lies the problem for Fiat and Chrysler. The combination of the car recently unveiled a trio of Lancia models in Europe: Thema sedan, convertible and Flavia Voyager minivan, which is nothing more than rebadged versions of the Chrysler 300, 200, respectively Convertible Town & Country.
Group CEO, Sergio Marchionne, know that this is nothing more than a last resort - even if another product badge engineering, Fiat Freemont, received 18,000 orders since June, more than double the Dodge Journey best year ever in 2009 when he sold 8300 units.
Therefore, it is Marchionne, who is determined to merge the two groups into one effective, non-profit organization that pulls all the stops in his attempt to make Chrysler and its sister company Lancia success, with a goal of doubling sales annual total in 2014.
To achieve this goal, Marchionne plans to use the man, who is leading the design of various models of Ferrari and Maserati in the last two decades, Lorenzo Ramaciotti.
Now do not start jumping for joy and you'll soon be reduced to purchase Chrysler-badged roadster California at Walmart, you should not regret the loss of most prestigious automobile manufacturers in the world, assured that the Prancing Horse will remain independent - and unfortunately out of reach of most mere mortals "...
Marchionne to rely on 63-year-old designer, who has drawn out of retirement in 2007, a new group Head of Design, Fiat Group Automobiles, the Chrysler and Lancia models attractive as well as American and European car buyers.
Ramaciotti spent over 30 years with Pininfarina and neglected in the design of some of the most beautiful Ferrari 550 Maranello, including the, 360 Modena, Enzo, F430 and 612 Scaglietti. He is also responsible for the style of Maserati Kubang SUV that appeared in the form of car show at the recent Frankfurt Motor Show.
Ramaciotti understands his mission: "We do not want to clean badge engineering, it has never worked well in the long term, we must be comprehensive in the sharing of platforms and strategies without tarnishing the product range .. "
It also recognizes that the biggest obstacle he and his team of Detroit and Turin will face is how to create a design language, which can accommodate both brands, and at the same time be able to develop new products in their line up.
"We try to find an international language that could have a place in Italy and the United States," Ramaciotti said in an interview in Turin. "If you put all the models in the showroom, they go together. This is a difficult problem. "
According Ramaciotti, Lancia, Chrysler tie-up will be the exception rather than the rule, in a group. The remaining brands like Dodge, Jeep, Alfa Romeo and Maserati, will maintain the unique identity of an American or Italian, where they are made or sold.
Story References: Businessweek
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