TURIN -- Iconic American muscle cars such as the Challenger and Charger will continue to be sold under the Dodge brand in Europe, but less distinctive products such as the Journey crossover and the Nitro SUV could start wearing the Fiat badge here.
Dodge is part of the Chrysler Group, which Fiat S.p.A. took a 20 percent stake in this summer. Now Fiat is seeking ways to maximize the synergies possible within the combined groups' six mass-market brands.
“The Challenger and Charger are by definition American vehicles and you cannot turn them into anything else, thus they are also going to remain Dodge (branded cars) worldwide,” Fiat-Chrysler CEO Sergio Marchionne told Automotive News Europe late last month.
Meanwhile, vehicles such as the restyled Journey and the Nitro, due in Europe in 2011, could be sold as Fiats here and in Latin America.
“Our immediate task now is to see what else sits within Dodge that can be used internationally by the Fiat brand,” Marchionne added.