Marchionne: Fiat Will Never Again Be 'A General Brand' In Europe
Once a mass-market player in Europe, FCA CEO Sergio Marchionne says Fiat will never again be as such.
According to Automotive News Europe, Marchionne made the proclamation during this year’s Geneva Auto Show:
In terms of the scope of a mass producer of vehicles, Fiat (brand) no longer offers — and it never intends to have — a full range of product of the kind mass brands have. Fiat will lose its appeal as a general brand and it will focus on what it does best.
He adds that “the economics are not there” to keep Fiat in the mass-market arena as far as investments are concerned, and has no plans to claw back lost market share in Europe. As such, Marchionne has refocused the brand’s European lineup toward smaller cars like the 500 range, the Panda, and upcoming replacements for the Bravo and Punto.
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