Chrysler to unveil Lancia-based concept in Detroit

By Auto News Log • December 22nd, 2009

Fiat isn’t taking the slow road to revamping Chrysler’s image, as new reports indicate that the company is preparing to unveil a Lancia-based concept bearing the US company’s badge at the Detroit Auto Show, which begins in January, 2010.

The model is set to paint the picture of Chrysler’s future, as Lancia models, like the Delta, are set to be modified and rebadged in order to be sold as Chrysler vehicles in other markets, including the US and even Lancia’s native Europe. As such, the model will score big points for both Fiat and Chrysler at the Detroit Auto Show.

After the reveal, the concept will be rushed into production, as the two companies hope to get it on the market as soon as possible, in order to generate a much needed boost in sales. Nothing else is know, meaning we’ll have to wait a few more weeks until the doors open at the Detroit Auto Show. Until then, share your thoughts about this new strategy or branding Lancia models as Chryslers. Will it work?

Source: Bloomberg via


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