Fiat Rebrands Chrysler Models as Lancia for Europe
Fiat introduces Chrysler-based Lancia Thema, Flavia and Grand Voyager for European markets, marking a major shift in Lancia’s line-up from 2011.
Fiat has officially announced that several Chrysler models will be sold in Europe under the Lancia badge, beginning in 2011. This strategic move introduces the Lancia Thema, Flavia, and Grand Voyager to European showrooms, each closely derived from well-known Chrysler vehicles in the US market. The Lancia Thema takes its foundation from the Chrysler 300 saloon, the Lancia Flavia is a rebadged Chrysler 200 available as both saloon and convertible, and the Lancia Grand Voyager is based on the Chrysler Town & Country minivan. All three models are scheduled to debut across Europe in 2011.
Chrysler Models Rebadged as Lancia in Europe
Lancia Thema: New Flagship Saloon
The Lancia Thema replaces the Thesis as the flagship saloon in the Lancia line-up, marking a significant change for the Italian brand. Built on the Chrysler 300 platform, the Thema is offered with a 3.6-litre V6 petrol engine producing 292 horsepower, as well as two versions of Fiat’s 3.0-litre V6 turbo diesel engine, delivering 190 and 224 horsepower respectively. The European Thema does not offer a V8 engine option, setting it apart from its American counterpart. The introduction of the Thema is intended to give Lancia a competitive edge in the executive saloon segment, providing a modern alternative to the outgoing Thesis.
Lancia Flavia: Expanding the D-Segment
The Lancia Flavia is essentially a Chrysler 200 adapted for European tastes. It will be available as both a four-door saloon and a two-door convertible. Notably, the Flavia convertible features a folding metal roof, a first for the Lancia brand. This model is intended to help Lancia fill a gap in the D-segment, where it has lacked a strong offering in recent years. Fiat’s rapid introduction of the Flavia aims to provide Lancia dealers with a fresh product and attract buyers seeking a blend of Italian design and American engineering.
Lancia Grand Voyager: Minivan Continuity
The Lancia Grand Voyager continues the legacy of Chrysler’s minivan in Europe, adopting a name already familiar to many European customers from previous generations. This model is powered by Chrysler’s 3.6-litre Pentastar V6 engine, paired with a six-speed automatic transmission. The Grand Voyager is positioned to appeal to families and business users who value space, comfort, and versatility, maintaining the minivan’s established reputation in the European market.
Background: Fiat and Chrysler Partnership
The rebadging of Chrysler models as Lancias follows Fiat’s acquisition of a controlling stake in Chrysler. This partnership allows Fiat to share platforms and products across its brands, reducing development costs and accelerating the introduction of new vehicles. For Fiat, the move strengthens its premium offering in Europe, while for Chrysler, it provides a route to European markets under a well-established local brand. The collaboration is seen as a way to revitalise Lancia’s line-up and improve competitiveness.
Implications for Lancia and Buyers
By introducing Chrysler-based models under the Lancia badge, Fiat aims to broaden Lancia’s portfolio and modernise its image. The transition addresses gaps left by the ageing Thesis and previous minivan, offering buyers access to larger, more powerful, and up-to-date vehicles. However, the American roots of these cars remain evident beneath the Italian branding, which may influence buyer perceptions. The move could help Lancia compete more effectively with other European brands in both the executive saloon and family minivan segments.
Model Comparison Table
| Model | US Equivalent | Body Styles | Engine Options | Key Features |
|---|---|---|---|---|
| Lancia Thema | Chrysler 300 | Saloon | 3.6-litre V6 petrol (292hp); 3.0-litre V6 diesel (190hp, 224hp) | No V8 option; replaces Thesis |
| Lancia Flavia | Chrysler 200 | Saloon, Convertible | Details not specified | Convertible with folding metal roof |
| Lancia Grand Voyager | Chrysler Town & Country | Minivan | 3.6-litre V6 petrol | Six-speed automatic; established minivan name |
Conclusion: A New Era for Lancia
The introduction of Chrysler-based models under the Lancia brand marks a significant development for both Fiat and Lancia. By leveraging Chrysler’s platforms, Fiat is able to quickly refresh Lancia’s line-up and offer new choices to European buyers. The success of these models will depend on how well Lancia can blend American engineering with Italian style and meet the expectations of its traditional customer base.
