Fiat plans to market Chrysler as a serious luxury brand in the U.S. In an interview with Automotive News, Chrysler’s brand CEO Peter Fong said that he sees the company’s flagship line as “a notch above Lincoln, a notch above Cadillac,” which has us wondering what sort of parallel universe Fong is from.
True, Chrysler did have some success with the 300C, but that’s about it. Since then much of the brand’s products have been cut, while plans for exciting new products – that might just make Fong’s dream a reality – have never come to fruition. Those include the Rolls-Royce-inspired Chrysler Imperial and, more recently, the 200C EV concept.
Fong does, however, say that the company wants to focus the Chrysler brand more on luxury to remove it further from its close relationship with Dodge, which will be more squarely focused on driving performance.
To further burst Fong’s bubble, Chrysler and Fiat have both made it known that there are no new products in the pipeline, which is particularly distressing as automakers like Cadillac have announced several new products, with the LaCrosse and XRS already launched and a new flagship and BMW 3 Series fighter on the way.
[Source: Automotive News via Autoblog]