Word: chrysler
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...this has a touch of Italian hyperbole, but the point is a serious one as Marchionne, 57, tackles his next big challenge: Chrysler. For at Chrysler, he's moving, just as he did at Fiat, to restructure the organization, overhaul production, revamp the lineup, motivate a beaten-down workforce and deal with prickly shareholders--this time including the U.S. government...
...Marchionne is to succeed, he needs above all to reposition Chrysler from maker of clunky, overpowered gas guzzlers to purveyor of must-own, energy-efficient vehicles. "The challenge for Fiat Chrysler is to move away from popular products and into 'pop' products, full of cool environmental technology and on the right side of history," says Carlo Alberto Carnevale, a professor of strategic management at Bocconi University's business school in Milan and a close watcher of Fiat. "In that sense, it's the same bet as Steve Jobs'. That's why Marchionne uses that metaphor...
...Detroit Fiat Takes Control of Chrysler Chrysler's planned alliance with Italian carmaker Fiat was cemented on June 10 after the U.S. Supreme Court declined to hear a challenge to the deal brought by Chrysler's creditors and concerned consumer groups. The White House--backed arrangement gives Fiat a controlling stake in the embattled 84-year-old company, which will be called Chrysler Group LLC and could serve as a model for the reorganization of larger rival General Motors, which filed for bankruptcy on June 1. The pact--the latest attempt to salvage America's sagging auto industry--creates...
...Fiat also offers Chrysler very competent small cars that could put Chrysler fairly quickly in segments like the fast-growing subcompact market, where sales could grow by a third in the next four years, says Hall. Chrysler's smallest car is the compact Dodge Caliber, which has enjoyed limited success. In addition, the Fiat platforms are flexible enough to accommodate different body styles, from two doors to four doors to hatchbacks and small wagons, he says...
...Finally, the alliance could bolster Chrysler's presence in the highly competitive midsize market. Fiat has an excellent midsize chassis/platform, which serves as the basis for the Alfa Romeo 159. "Chrysler could certainly use that," says Hall, since the struggling American automaker doesn't have the money to develop its own. Hall adds that the Chrysler-Fiat alliance is very likely to expedite Fiat's own plans to reintroduce the Alfa Romeo brand into the U.S. market. Fiat has been eager to bring Alfa Romeo, which now has nine models selling in more than three dozen countries...