I agree with them, who doesn't like the way Ferrari's look? I mean really!
Don't expect to be buying a California with a Crossfire badge(That would be so cool!) though, it's not a re-badgeing operation. Sergio Marchionne knows this isn't just another swap the badge operation(which is probably why he's doing it) That’s why Marchionne, who is determined to merge the two groups into one efficient, profit-making organization, is pulling out all the stops in his effort to make Chrysler and sister company Lancia successful, with a goal of doubling their combined annual sales by 2014. Ramaciotti understands his mission perfectly: “We don’t want to do pure badge-engineering; it has never worked well in the long run. We should be global in sharing platforms and strategies without dulling the product line.” “We are trying to find an international language, which could have a place both here in Italy and in the U.S.,” Ramaciotti said in an interview in Turin. “If you put all the models into the showroom, they must fit together. It’s a delicate problem.”
According to Ramaciotti, the Chrysler-Lancia tie-up is going to be the exception, rather than the rule, in the group. The rest of the brands, including Dodge, Jeep, Alfa Romeo and Maserati, will retain their unique American or Italian identities, no matter where they're made or sold.
Sounds good for Chrysler/Lancia. Now let's hope the plan works.
Here's some pictures of the Chrysler/Lancia and Sergio Marchionne's cars.
Story References: Businessweek
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