Fiat and Ramaciotti, 64, aim to develop a universal design theme to help boost Lancia and Chrysler vehicle sales around the world. The goal is to come up with a distinct style, blending both the European trends of Lancia and American cues of Chrysler. Ramaciotti recently said in a Bloomberg report,
"We are trying to find an international language, which could have a place both here in Italy and in the US. If you put all the models into the showroom, they must fit together. It’s a delicate problem."
With Lancia sales struggling in Europe, this could be just the step the brand needs. Lancia is reportedly responsible for annual losses of up to 800 million euros for Fiat. Fiat boss Sergio Marchionne hopes the new styling will help Lancia get back on track, as well as pedal Chrysler sales along further. The new Chrysler-Lancia aims to lift the group's overall sales by as much as 64 per cent by 2014.
Fiat's other subsidiaries, Dodge, Maserati, Jeep and Alfa Romeo, will retain their independent design languages as they already possess a recognisable identity.