By Aaron Bragman on May 6, 2014
Fiat Chrysler Automobiles' Investor Day is rolling along, and the company has revealed a complete rethink of Chrysler's brand positioning as well as which brands it intends to view as competitors. Chrysler will now go head-to-head with mainstream brands in the U.S. such as Ford, Hyundai, Honda, Chevrolet and Toyota; it will no longer be considered a premium brand by the company, but rather its volume brand. Chrysler will be the only midsize sedan and minivan brand at FCA; the Dodge Grand Caravan and Avenger sedan will be discontinued, as the company finally decides to stop pitting Chrysler and Dodge brands against each other in its showrooms.
This means a rethink of the vehicle lineup at Chrysler as well, banking on North American-made vehicles and an American image that will be spread across more segments. Currently Chrysler participates in only three segments: minivans and full- and mid-size cars. The brand is set to expand by 2018 to include a compact car and mid- and full-size SUVs. Here's what to expect from Chrysler over the next five years:
Cars.com photo by Evan Sears
Detroit Bureau Chief Aaron Bragman grew up in the Detroit area, comes from an automotive family and is based in Ann Arbor, Mich. Email Aaron