Fiat Chrysler Automobiles, the Italian-US automaker that has its world headquarters in London has decided to give the axe to its core Chrysler brand in the United Kingdom and refocus all of its efforts on the rising Jeep brand.
The seventh-largest carmaker in the world used the Chrysler core brand to sell in Great Britain the US-produced Chrysler 300C large sedan and Voyager large MPV, as well as the rebadged Lancia Delta compact and Ypsilon subcompact models. “We have made a decision to shift our focus away from Chrysler and toward other FCA brands,” commented the decision a spokesperson for the company. That could also have to do with the poor performance of the makeshift brand in the UK – which has enjoyed a stellar recovery from the dark days of the last Great Recession. Meanwhile, Chrysler UK’s deliveries dropped 21 percent last year to just 1,982 autos, according to figures compiled by the UK industry body the Society of Motor Manufacturers and Traders, with the brand’s best seller being the Ypsilon supermini.
The company believes the lost Chrysler sales will be overly compensated by the rapid rising Jeep brand, with forecasts pointing to 10,000 units sold this year – with around 7,000 of those being made by the new Renegade model produced in Italy. Last year Jeep’s deliveries jumped 75 percent to a total of 3,909 autos. The UK and Ireland remained the only European markets where Lancia cars were branded as Chrysler models after the two brands merged regionally back in 2010 – and Chrysler brand sales will also cease in Ireland.
Via Automotive News Europe