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Drop in the bucket for Fiat. Like I said, Dodge has no value outside the US. Fiat is a global brand, and it's understandable that the company would prefer equity to be built under that name.
And it's not Mopar anymore, it's Magneti Marelli.
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Problem is:
1) The US is still one of the largest car markets and the most competitive
2) Fiat still largely unknown in the US and has had a checkered past here for those who do remember
This would be like GM axing Opel in Germany or Holden in Australia and rebadging them as Chevrolets. The problem is that Chevrolet doesn't have the same appeal/recognition in those markets, just like Fiat doesn't have the same appeal/recognition in the US. I don't think Fiat would risk alienating customers from its largest volume brand in the US when sales have consistently been up 25% per year.
1) The US is still one of the largest car markets and the most competitive
2) Fiat still largely unknown in the US and has had a checkered past here for those who do remember
This would be like GM axing Opel in Germany or Holden in Australia and rebadging them as Chevrolets. The problem is that Chevrolet doesn't have the same appeal/recognition in those markets, just like Fiat doesn't have the same appeal/recognition in the US. I don't think Fiat would risk alienating customers from its largest volume brand in the US when sales have consistently been up 25% per year.
Actually, it wouldn't be like that at all, there's no parallel there since no cars anywhere in the world are sold under the company's name of GM.
Fiat may not have a lot of appeal in the US, but right now neither does Dodge (you seriously think Dodge doesn't have a "checkered" past for most Americans? Hah!). When you're starting from that low a level, it's an easy choice, you go with the nameplate that gives you more economies of scale and costs less money. Fiat has a good rep everywhere else.
And there's a big push to "Fiat-ize" all the Chrysler dealers, including branding parts as Magneti Marelli. If Fiat becomes the volume brand, and SRT is already the performance/sport brand, then that leaves no room for Dodge. Notice also they haven't bothered designing an actual logo for Dodge.
Unless of course they're stupid enough to want 10-12 global brands like that shining example of a success story that GM is. Oh, wait...
I have heard from inside source that even Plymouth may be coming back ! And that many other "old names" of models might be reappearing in the next 2-5 years.
If they do keep Dodge, much of it's FWD product will be based upon FIAT platforms. Saw the Dart in person at the dealership and on the road. Overall body shape isn't bad but something is lacking in the nose. Also, it's fairly long and heavy for a compact sedan. And why 3 engine choices with none of them being a real performance option? The video game generation may enjoy the customizable dashboard display, but I'm not that young. Chrysler needs to separate itself from Dodge and go more upscale across the board. Currently, the two brands are too much alike in product and price. 300/Charger & 200/Avenger are perfect examples. I think the 200 should become a RWD sedan with different styling and shape. Give Dodge a new midsize FWD sedan using FIAT/Lancia platform and give it a new name. Base engine should be a new 2.4 or 2.5L that is smoother, faster, and less thirsty than the current 2.4L. Keep the current optional engine with some minor revisions. The Dart needs to be smaller and lighter. Forget about a sub or micro compact. FIAT got that segment right now.
The only car that they build that I like is the Challenger. Not much interest in any other Dodge product out there. Maybe why sales are lacking. I would bet that others have the same feeling as I do.
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