This morning Chrysler and Fiat CEO, Sergio Marchionne, has admitted that the two brands may have merged their product line-ups within 12 months.
“We could see the two converge as early as the end of the year,” he told UK automotive website Autocar.
Mr Marchionne confirmed the global plan for Lancia-Chrysler is to have just one brand name per market. In countries where Lancia has already established itself, Chrysler vehicles will fill the larger segments of the range. In all others, the Chrysler brand name will take priority and the Lancias will fill the smaller car classes.
“Let’s get this straight,” Mr Marchionne said. “I’m not selling any Lancias in the US.”
We saw evidence of this at last week’s North American International Auto Show in Detroit with a rebadged Lancia Delta sitting on the Chrysler stand.
One of the few factors that may slow the merger process for markets like Australia and the UK is that there are currently no Lancia vehicles manufactured in right-hand drive. But with Marchionne’s determination it seems like it will only be a matter of time.