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Chrysler And Lancia Could Merge By 2011

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Chrysler-badged Lancia

Chrysler-badged Lancia

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If you followed our coverage from the 2010 Detroit Auto Show, you probably recall the Lancia Delta on display, which had been rebadged as a Chrysler. As it turns out, that car may have been more than a little symbolic of things to come. In an interview with Autocar, Chrysler/Fiat CEO Sergio Marcionne said that Chrysler and Lancia may formally merge this year: "In Europe, Lancia is an undersized, underdeveloped brand, with nothing bigger than the Delta. Chrysler, which has a true global reach, has nothing smaller. Put them together and you have a full lineup." Viknesh Vijayenthiran has more at Motor Authority.

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  1. This fusion of two near luxury brands has been clearly articulated by Marcheonni for awhile now. So far he has shown great intuativeness in matching the pieces. I have seen some Lancia two tone renditions of the soon to be launched Chrysler 300. They looked distinctive and "rich". When I was in Rome two years ago, at a posh hotel, they parked the "must see" cars out front. There were a couple of BMWs, a Ferarri, a Mercedes and a Chrysler 300. Europeans already love the 300 look and branded as a Lancia will only enhance the brand in Europe. Americans in turn will fall in love with the Italian Lancias smaller luxury offerings in traditional Chrysler garb. This is another stroke of genuis from this new partnership. Looks to be a marriage made in heaven by way of Italy.
     
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