Fiat and Chrysler Collaboration


 You may be wondering why there is Fiat logo above when this article is about Chrysler. Well, it might be important to go on a history lesson to get a full understanding!

The Chrysler LLC Company we know and love today has had its many rise and falls, and the man who started it all – Walter Chrysler. He was hired in the 1920’s to help a failing Maxwell Motor Company, to overhaul the company’s operations and aid in its rescue. In 1924, Chrysler launched the 6-cylinder Chrysler automobile which was well-received by the public, and within a year the Chrysler Corporation was founded. 1928 saw the company dividing its vehicles by price class and functionality, ranging from the lower end Plymouth brand to the DeSoto with a medium price tag. In the same year, Chrysler bought the Dodge Brothers Automobile and Truck Company. Between the 1940s and 1970s, Chrysler’s range of vehicles and prices (low – high) included Valiant, Plymouth, Dodge, DeSoto, Chrysler and Imperial.

1987 saw Chrysler purchasing the American Motors Company (AMC) which included the Jeep brand. Over a decade later, in 1998 Daimler-Benz merged with the Chrysler Corporation creating DaimlerChrysler, who sold the company to Cerberus Capital Management (a private equity company). They and 100 other investors purchased an 80% stake in Chrysler, but after their plan collapsing, they then sold Chrysler to Fiat. Fiat and Chrysler LLC announced in January 2009 that they were going to a form a global alliance hence the Fiat logo in this post above!

Once, Chrysler owned Dodge, AMC and Jeep, but now they all have been added to the countless others whose assets are owned by Fiat. You’d be surprised at whom exactly. Brands include Ferrari, Lancia and Maserati to Alfa Romeo and Mazda.

Hopefully, this will be a new chapter for Chrysler and its association with these very well respected brands will push Chrysler forward and carry on with the work done by DaimlerChrysler but takes things to higher levels of quality, innovation and ultimately success.

However, what does this mean for owners of existing vehicles? Well, parts supply has been good. However, there have been instances of delays and more of an issue has been communication of lead times for spare parts but hopefully this will improve as Fiat builds on its relationship with the UK dealer network.

You may be wondering what Fiat will be getting out of this new relationship? The biggest attraction for Fiat has got to be the dealer network available to Fiat for its return for the parent brand to the US.

Here at Finishing Touch we have a close affinity with the Chrysler brand and we hope the new relationship with Fiat will be a fruitful one.

Jag has been involved in the automotive industry for over 7 years and has a keen interest in luxury brands such as Mercedes, Bentley and Rolls Royce.

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