Tuesday, November 10, 2009

Fiat & Chrysler: Another Italian miracle?

No one wanted to tackle Chrysler and the only car manufacturer that did was the brand no one wants: Fiat. When the Italian brand-acronym that stands for “Fabbrica Italiana Automobili Torino” left the American market it was essentially better known for “Fix it again Tony.” Today, it has raised the bar to unprecedented heights by setting totally unrealistic goals for the number three domestic brand it now controls. Mercedes tried and it failed and now Fiat wants to use Chrysler as a Trojan horse to sell its Fiat 500 to Americans...

Am I the one delusional or what? The only intelligent point made by Sergio Marchionne, Fiat's megalomaniac CEO was to recognize that the only brand with some equity in that new group is Jeep, but that's likely to be an asset he sells down the road to a Tata in order to shore up his company finances. Aside from that, even including a typical Italian miracle, with saints, Pope and processions, I bet ten to one this marriage is doomed. Okay, I'll admit, I've been wrong before!

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