FCA Targets Doubling Chrysler Line-up by 2018 in Ambitious Plan
Fiat Chrysler Automobiles will expand the Chrysler brand from three to six models by 2018, repositioning it as its mainstream offering for North America.
Fiat Chrysler Automobiles (FCA) has set out a plan to double the Chrysler brand’s model range by 2018, aiming to reposition Chrysler as its primary mainstream marque for North America. The strategy was revealed as part of FCA’s five-year business plan, outlining a shift in focus that will see Chrysler go head-to-head with Ford, Chevrolet and Hyundai in the US mass market.
At the time of the announcement, Chrysler’s US line-up consisted of just three models. FCA’s plan calls for three additional vehicles to be introduced by 2018. The first, a compact sedan known as the Chrysler 100, is scheduled for launch in 2016, positioned below the updated Chrysler 200. A full-size crossover is set to follow in 2017, with a smaller crossover joining the range in 2018. This expansion is intended to fill gaps in Chrysler’s offering and attract buyers who might otherwise turn to competitors for a broader selection.
Chrysler to take on mass-market rivals
FCA’s North American strategy places Chrysler at the centre of its mainstream ambitions, with the brand tasked with challenging established players in the volume segments. Al Gardner, then head of Chrysler, described the brand’s identity as underdeveloped and said the expansion would give Chrysler a clearer role within FCA’s portfolio. The move also aims to end internal competition between Chrysler and Dodge, which had seen the two brands overlap in several market segments.
To support this repositioning, FCA will discontinue the Dodge Avenger after the 2014 model year and phase out the Dodge Grand Caravan in 2016. The refreshed Chrysler Town & Country minivan is expected to take over from the Grand Caravan, consolidating FCA’s minivan offering under the Chrysler badge. This change is designed to eliminate cannibalisation between the two brands and strengthen Chrysler’s image as FCA’s primary North American brand.
Three new models planned
- Chrysler 100 compact sedan (2016): Positioned below the 200 to target entry-level buyers.
- Full-size crossover (2017): Expands Chrysler’s reach into the growing SUV market.
- Small crossover (2018): Complements the range as demand for compact SUVs rises.
The decision to broaden Chrysler’s range comes as FCA seeks to strengthen its position in North America and create clearer brand distinctions within its line-up. The plan also responds to changing consumer preferences, with crossovers and smaller cars in high demand. By 2018, FCA expects Chrysler to be better equipped to compete with rivals offering full portfolios in the US market.
This restructuring forms part of a wider realignment within FCA, which also includes moves such as the launch of the SRT brand and changes to Dodge’s product strategy. The company’s approach reflects broader industry trends, with manufacturers consolidating brands and focusing on core segments to maximise market share. For more on Chrysler’s model developments, see Chrysler 200 to Become Lancia Flavia in Europe by 2012.
