This Fiat Is A Dodge

by Marcelo de Vasconcellos

August 17th, 2012 9:51 AM

I would like to take this opportunity, and also on behalf of Fiat, express my sincere gratitude to the American taxpayer.

Of course, Sergio Marchionne will never issue an announcement like that. But putting aside any political niceties, such a statement would not be too far-fetched. Fiat, in its struggle for world domination – ok, ok, its fight to remain relevant – has had some luck and some help. While still counting on Brazil to keep it afloat, even here it has not really broken into higher middle class people’s pockets. The Linea was deemed a success if it sold around 3.000 units a month. It sells about 800 (in a good month). Now, Fiat is scrapping all plans again and reaching into its hat and pulling a Viaggio. Yes, that little lucky break known as Chrysler, has been so kind as to lend the mamaship its Dart.

Slated for production in 2013 at Fiat’s new Brazilian plant, the Viaggio stands a fighting chance to finally get at better-off folks ‘ purse-strings. Can you spot the differences?

Let the accusations of cynical badge engineering fly!

#MarceloDeVasconcellos

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14 of 32 comments

Sttocs on Aug 17, 2012

It's not really cynical badge engineering if they're sold in different markets. Now the Cimarron...

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- Marcelo de Vasconcellos on Aug 17, 2012
  
  Mind that they could well compete here. The Fiat Freemont and Dodge Journey battle it out here, but the v6 engines are reserved for the Dodge.
  
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- Sttocs on Aug 17, 2012
  
  @Marcelo de Vasconcellos So Fiat has learned a trick from Dodge/Chrysler already, eh?
  
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- Marcelo de Vasconcellos on Aug 17, 2012
  
  @Marcelo de Vasconcellos They don't really need to take any pointers from Chrysler in that particular area...
  
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Autojunkie on Aug 17, 2012

Is badge engineering really a bad idea if the two (or more) of said models are not sold in the same market? Marchione's strategy seems to be working out very well for him at the moment.

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- Marcelo de Vasconcellos on Aug 17, 2012
  
  Agreed. The company is just maximizing its investments and betting on the horse with more cachet depending on the market. In Brazil though, I have a feeling they'll sell both.
  
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Victor on Aug 17, 2012

The Dart is not much more than a wider, slightly stretched Alfa Romeo Giulietta, itself based on an evolution of the Fiat Bravo's underpinings. It is almost 100% Fiat hardware right there.

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- Marcelo de Vasconcellos on Aug 17, 2012
  
  Hi Viquitor. I know that. Was waiting to see if somebody would point this out. So, the Viaggio is a re-badge engineered car. In the eyes of a casual consumer though, it'll look like a Dodge variation though. So though the bones are Fiat, it'll probably go down in history as a Dodge-cum-Fiat.
  
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- Sttocs on Aug 17, 2012
  
  @Marcelo de Vasconcellos Fiat Casserole? Or is it more like when you auto-translate from language to another then back to the first, giving you something that is sui generis?
  
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- Marcelo de Vasconcellos on Aug 17, 2012
  
  @Marcelo de Vasconcellos Exactly Stoccs! LOL! If it were a pizza, Italian pasta and American toppings.
  
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- Victor on Aug 17, 2012
  
  @Marcelo de Vasconcellos Point taken.
  
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Juniper on Aug 17, 2012

The Viaggio front end whispers conformity, the Dodge screams attitude. IMHO

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- Marcelo de Vasconcellos on Aug 17, 2012
  
  Won't disagree. But the Viaggio, in Brazil, faces a different mission. It's meant to appeal to conventional, conservative, middle class guys and gals and convince them to give up on the conformity of buying the Asian offerings.
  
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- Juniper on Aug 17, 2012
  
  @Marcelo de Vasconcellos Not disagreeing, they are after different markets. Go for it.
  
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