Fiat Chrysler Automobile sis slowly putting an emphasis on one of its core US brands – Chrysler – in a bid to make the mass-market brand more attractive to buyers of traditional brands such as GM or Toyota.

Fiat Chrysler Automobiles NV, the parent company of Chrysler, has a very ambitious five-year business masterplan that includes the growth of the previously neglected core Chrysler brand. The marquees revamp continues these days, as the new 2015 Chrysler 300 has just been presented, ahead of the official public debut during the Los Angeles Auto Show. During the last overhaul, that took place back in 2011, the Group was heralding Chrysler as a resurgent brand – but almost four years later Chrysler only had the new 200 mid-size car to show off with.

And the Chrysler Group actually managed to move past its 2009 bankruptcy and secure a parent company that won’t neglect it as Daimler did back in the days of the DaimlerChrysler deal. Now, with 55 straight months of sales increases, the Chrysler Group has managed to become the fastest-rising major automaker in the US. But that was not done with the help of the core Chrysler brand. Now, with the new 200 and 300 models, it’s time for the marquee to do its part and further support the growth.

Via Bloomberg


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