TURIN – All Lancia and Chrysler brand cars sold in continental Europe will wear the Lancia badge, while the Chrysler badge will be used on all Lancias and Chryslers sold in the UK and Ireland.
Lancia withdrew from those right-hand-drive markets in 1991 due to poor sales results.
Fiat S.p.A., which took a 20 percent stake in Chrysler Group in June 2009, chose to predominately use the Lancia brand because consumer clinics done in Europe showed Lancias could command a higher price than Chryslers.
“The Lancia brand will be most impacted by the Chrysler alliance as the two ranges will be fully integrated into a new full-liner brand,” Fiat-Chrysler CEO Sergio Marchionne said.
Lancia's lineup, which features the Ypsilon subcompact, Musa small minivan and Delta compact hatchback, will grow to include six rebadged Chryslers. (See box, bottom)