Lorenzo Ramaciotti, the designer of the Ferrari 612 Scaglietti, has been assigned the task to give Chrysler and Lancia models a common design language.
The 63-year-old designer has a crucial role in the company’s strategy to save costs and double Chrysler and Lancia sales by 2014. Ramaciotti will have to create a family resemblance from models that stretch from urban subcompacts to spacious minivans. “We are trying to find an international language, which could have a place both here in Italy and in the U.S.,” Ramaciotti was quoted as saying by Bloomberg. “If you put all the models into the showroom, they must fit together. It’s a delicate problem,” he added.
“We don’t want to do pure badge-engineering; it has never worked well in the long run. We should be global in sharing platforms and strategies without dulling the product line,” Ramaciotti said. To get a mix of U.S. and Italian design, teams in Detroit and Turin are competing to develop a styling language that can suit both brands, Ramaciotti also said. He added that styling will evolve as new products get released. The common styling strategy will not include Dodge, Jeep, Maserati and Alfa Romeo, which will retain their American and Italian identities.