Currently reading: Chrysler realigned as MPV-focused, shared mobility brand
Despite speculation that Chrysler might not survive Sergio Marchionne’s five-year plan, the brand lives on thanks to its partnership with Google’s Waymo mobility app

Chrysler has bucked industry fears that it would be axed amid FCA CEO Sergio Marchionne’s momentous mid-term plan, and will continue as a brand focused upon mobility, and the vessel for Fiat Chrysler’s autonomous development with self-driving brand Waymo

FCA today confirmed that a further 62,000 Chrysler Pacificas will be used for its partnership with Waymo, as the Alphabet-owned brand gears up to launch its Uber-rivalling ride-hailing app by the end of the year. 

Fiat Chrysler CEO Sergio Marchionne clarified Chrysler’s place in the industry at today’s mid-term plan presentation to investors, saying: “Dodge needs to continue the particular space as a performance brand, and we need to continue to build on that core skill. The minivan business space will be filled by Chrysler, filling the mobility solution in the US market.

“Those two brands are not in question but they’re local NAFTA brands, and need to be developed for local market conditions. Our view is that 70% of the US market is already non-sedan, so to try and build traditional sedans is not helpful. Brands like Dodge can play a role there because of their performance heritage."

Although Chrysler had a presence in other markets, including the UK, previously, FCA axed Chrysler from the UK in 2015, after selling Chrysler-badged Lancia Ypsilon and Delta models.

Chrysler today is made up of only the 300 and Pacifica, although during today’s presentations it was revealed that another model line would be introduced, likely an MPV or SUV given the move away from the saloon market. It was also announced that talks are under way to negotiate the sale of Waymo driverless tech-equipped Chrysler Pacificas to the public. 

The brand’s increasing involvement with the Waymo ride-sharing service aligns it more with up and coming ride-sharing services like Volkswagen’s Moia brand, as well as Geely’s sharing-friendly Lynk&Co brand

Read more: 

Waymo’s Uber-rivalling ride-hailing app to enter service in 2018

Delta faces axe but Chrysler UK presence maintained

Chrysler Delta 2011-2013 review

Volkswagen unveils Moia, its new mobility services brand

Lynk&Co: our competition is Uber, not car firms

Join the debate

Add a comment…
concinnity 2 June 2018

"70% of the US market is

"70% of the US market is already non-sedan, so to try and build traditional sedans is not helpful."

So they're just going to give up on one third of the automotive market that they have always been in. Even though with platform sharing and with models required in overseas markets it actually wouldn't cost much more to be represented.

What will they call FCA when it doesn't make any new models of Chrysler and Fiat? JARMD for Jeep, Alfa, Maserati, Ram, Doodge ?

RCT V 2 June 2018

concinnity wrote:

concinnity wrote:

. . .  What will they call FCA when it doesn't make any new models of Chrysler and Fiat? JARMD for Jeep, Alfa, Maserati, Ram, Doodge ?

Just as they have "spun-off" Ferrari (with a proportion of Ferrari company shares traded in New York, and Europe), that same degree of corporate, financial, independence and protection, needs to be extended to the (to be) remaining companies that will - still - be producing cars in Italy, Alfa-Romeo, Maserati, and . . . . JEEP !!

A token - maybe only 10% - mutual exchange of shares between each/all these four "specialist" producers, would confirm and consolidate their continued co-operation, and (shared) commercial independence from predators!

The obvious abbreviation for JUST the four Italian companies, would - of course - be "FA-RM" . . .

. . .  Ferrari, Alfa-Romeo, and Maserati.

(Whilst that might mean something in the English language, it is not known if it might be offensive in any other language!).

When JEEP is included, this group of semi-autonomous, independent, specialist, companies would/could be refered to as the "FA-RM JEEP".

Just as Audi was/is managed separately, independetely from VW; removing the "FA-RM JEEP" to an  "at arms length"  financial, commercial, managerial, position . . . would enable the "parent" FCA to then apply all its - MUCH NEEDED - expertise, attention and concentration onto the remaining FIAT and Chrysler-Dodge.




concinnity 3 June 2018

That's a great reply.:)

Farm Jeep. Excellent!
GODFATHER 1 June 2018

What a waste. R.I.P Dodge and

What a waste. R.I.P Dodge and Chrysler

ianp55 1 June 2018

Chrysler & Dodge Future Plans

To be realistic is this the beginning of the end for Chrysler & Dodge? these future plans for both marques seems more to me as branding & marketing hype more than anything else. I doubt if either marque could survive  with Chrysler just building MPV's and focusing Dodge as a performance line selling only the Challenger & Charger. Once Chrysler were capable for bringing eye catching designs to market and they were one of the first users of platforms that enabled Chrysler,Dodge & Jeep to produce vehicles that used common assemblies and yet could produce cars that looked entirely different from each other. Will FCA continue to pour most of it's resources into Jeep, is it wise to put all your eggs into one basket , what happens if the Crossover/SUV balloon bursts? FCA could well find themselves up the creek then!!!!!!!!!