FRANKFURT -- A Chrysler brand with more luxury than Cadillac.
A Dodge brand known for driving dynamics.
A Jeep lineup that is -- well, Jeep.
And vehicles to cover every market segment so that wildly fluctuating fuel prices won't destroy sales.
That's the rosy outline that's emerging as Chrysler Group and Fiat executives plot Chrysler Group's product portfolio.
Chrysler Group's three brand chiefs are attempting to define clearer brand identities as they fit together a much broader product portfolio that will take advantage of platforms and powertrains from Fiat.
Chrysler plans to go public with an outline of the product plan in November. The lineup seeks to reduce Chrysler's dependence on minivans and trucks.
Given the volatility of fuel prices, "We're going to have to offer a broad array of products across every one of the segments," said Peter Fong, Chrysler brand CEO and head of sales for all the brands. He wants to take the Chrysler brand upscale, but he's considering a subcompact entry.
Fiat S.p.A. and Chrysler Group CEO Sergio Marchionne reorganized Chrysler along brand lines after Chrysler emerged from Chapter 11 reorganization June 10. Fiat owns 20 percent of Chrysler.
Michael Manley, CEO of the Jeep brand and head of product planning for all the brands, vowed that while Fiat technology and platforms will be part of the plan, "You won't see Fiat DNA in our brands."
The three brand chiefs and other Chrysler executives are planning to separate Dodge from Chrysler more clearly and take Chrysler into a more luxurious position. Since the vast majority of Chrysler Group's sales are at stores that carry all three brands, the group can avoid similar offerings from two brands.
The brand chiefs outlined their aspirations in an interview with Automotive News Europe sister publication Automotive News at the Frankfurt auto show.