Marchionne should trim brands from Fiat Chrysler portfolio, analysts say

06/13/2014   [Original: Autoblog]
Category: Chrysler, Dodge, Jeep, Maserati, Ferrari, Alfa Romeo, FIAT, Ram

Fiat Chrysler

The last time the Chrysler Group was part of another automaker, we saw the death of the Plymouth brand. Now, with Fiat Chrysler Automobiles in place of DaimlerChrysler, we could see more brands shuttered. At least, that's what analysts think FCA CEO Sergio Marchionne should do.

With Fiat, Alfa Romeo, Maserati, Ferrari, Chrysler, Dodge, Jeep, Ram and the Fiat commercial unit, there are some analysts that think that there are too many mouths to feed at FCA, and that the levels of growth Marchionne is aiming for will only be possible if some brands are cut loose. This isn't the first time Marchionne's ambitious growth plan has seen outside criticism.

"If it was not for Brazil, where it is the number one brand, Marchionne should simply kill the Fiat brand," Phillipe Houchois of London-based UBS, told Automotive News. A London-based consultant at International Strategy & Investment, meanwhile, thinks that the American side of the equation needs pruning, telling AN "it could be Dodge or Chrysler, but not Dodge and Chrysler."

"The cross mixing of brands is going to destroy the fabric of the brand. A brand is a precious thing," Marchionne told AN. Considering that view, it's hard not to see the point being made the analysts.

Which of Fiat Chrysler's brands do you think should be on the chopping block? Would you rather see Chrysler or Dodge go the way of Lancia? Should the Fiat brand just be folded, despite its strong success in the burgeoning Brazilian market? Have your say in Comments.