Chrysler/Fiat CEO Sergio Marchionne has a handful of brand management on his plate, as he aligns his two firms for the future. Merging Lancia and Chrysler was an obvious move; creating one full-line brand (albeit with different names from market to market) is a lot better than trying to keep two distinct brands, although even with their powers combined, Chrysler/Lancia is going to have an uphill struggle. With Lancia “taken care of,” the biggest problem on Fiat’s plate is Alfa Romeo, which has reportedly lost €200m-€400m per year for the last decade.
Marchionne put Alfa under strategic review at the beginning of December, saying the brand had a year to get its proverbial shit together. The two deathly options given to Alfa: a product freeze or rebadged Chryslers. Yikes! While Alfa’s leadership contemplates those charming optinos, Fiat has announced to Automotive News [sub] that Alfa, Abarth and Maserati will be placed under the leadership of Harald J. Wester, who is tasked with “identifying potential synergies” between Maserati and Alfa. Too bad then that, short of the limited-run 8C Competizione, those synergies are nonexistant. Meanwhile, Marchionne’s little empire is looking more and more like a cobbled-together proto-GM than ever before.