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4 ways FCA-PSA merger could be a plus

DETROIT — In a merger deal announced overnight, Fiat Chrysler stands to gain electric vehicle technology while PSA Peugeot Citroen could benefit from a badly needed dealership network to reach its goal of selling vehicles in the U.S. The merger would create the world's fourth-largest automaker with a combined market value of around $50 billion. Neither company would comment. Experts say the two automakers will be able to share car, SUV and commercial vehicle designs, helping each other fill weaknesses and share costs that will make them a strong global player. "We view the combination of these two companies as reasonable given global competition, high capital intensity, and industry disruption from electrified powertrain as well as autonomous technologies," Morningstar analyst Richard Hilgert wrote in a note to investors. Here are four areas that could be crucial to the two automakers' success: Technology For years, Fiat Chrysler has lagged its rivals in electric vehicle technology, with its former CEO once trying to discourage people from buying its only fully electric car in the United States, the Fiat 500E, because he lost money on each sale. The company has made progress on gas-electric hybrids and may have plans for more fully electric vehicles, but PSA has valuable technology that FCA can use, said Navigant Research analyst Sam Abuelsamid. Peugeot was relatively late to the electric vehicle game but is now working fast to catch up, notably with fellow French rival Renault. CEO Carlos Tavares has made a point of stressing the company's need to adapt to changing technology at car shows and earnings calls. Last year he announced plans to offer 40 electric models across its lineup by 2025. "Electrification hasn't been a huge part of their play up until now," Abuelsamid said. "Between the two of them, I think they could generate some scale for whatever they're doing, sharing component costs, development costs across electrical platforms," he said. More electric vehicles also would help FCA meet pollution and fuel economy regulations in Europe. As far as autonomous vehicles, neither company is among the leaders, Abuelsamid said. But that's a technology that's years into the future, giving them time to share the huge expenses and catch up together. FCA also has alliances with other companies such as Google spinoff Waymo that could bring autonomous vehicle technology to the market when ready, Abuelsamid said.

Chrysler to veer away from 'Imported From Detroit' message?

Claim some ground, control that ground and then expand. Chrysler, wandering the Earth like Kane from Kung-Fu when it came to brand message after the bailouts, pulled off the first two feats in only 120 seconds when its "Imported from Detroit" commercial aired during the 2011 Super Bowl. Two years later and now that the brand has a center in the minds of consumers, the Chrysler Group's head of marketing, Olivier Francois, says it's time to move away from the "Detroit" component of that slogan and express the "Imported" aspect.
It is, more precisely, about positioning Chrysler as genuine competition for imports and not Ford or General Motors, but rather Toyota on quality or Audi on technology. A report in Forbes said that Francois not only "wants to attract import owners to Chrysler vehicles by focusing on quality, technology, fuel economy and style," but to "take back the lead in these four things." That is the new understanding he wants people to infer from the idea of Detroit - that the nation's car capital isn't just a patriotic rallying point but a lively competitor for established giants.
Chrysler has been running ads that no longer refer to Detroit, and recent efforts have linked a specific character to each brand - like Jenny with Jeep and Steven with the Chrysler 300 - to create brand separation. Francois hasn't detailed what he plans to do to bolster Chrysler's upscale pretensions, but his efforts would be helped by CEO Sergio Marchionne loosing the pursestrings and the arrival of strong new product.

New Barracuda, Grand Cherokee Trackhawk coming soon

As we write this, Fiat Chrysler Automobiles is conducting a major dealership event in sunny Las Vegas. New vehicles are being announced, redesigned offerings are being teased, and promises are being made to the sprawling company's dealer body. And, as all these announcements are meant to be tip-top secret, they're leaking out left, right, and center. Naturally. FCA is telling its dealers all of the vehicles shown at the Vegas gala will be in showrooms within 12 to 24 months, and that the product offensive will include at least 30 new or significantly refreshed models. Some of those we've known about since FCA boss Sergio Marchionne unveiled his highly ambitious five-year plan in May 2014, while we're hearing about others for the very first time. We've reached out to our sources within FCA, and will update this post as we learn more. It should be noted that while we've tried to rely on concrete sources or corroborations from multiple sources, some of the news here comes from people claiming to have been in attendance and posting in forums like Allpar and Jalopnik's Opposite Lock. Unless corroborated by a mainstream source or confirmed by our own sources within FCA, we're listing each item that comes from a forum. Have those grains of salt at the ready. Chrysler Dodge Durango-sized SUV with stow-and-go was shown. A poster on Allpar Forums claims it had a Durango's interior. New Aspen? Town and Country PHEV confirmed (again). A plug-in minivan was originally announced as part of five-year plan. No news on 200 or 300. Dodge The redesigned Charger will use the Alfa Romeo Giulia's rear-drive platform and, according Automotive News, draw inspiration from 1999's Charger concept car. We're wagering the 24-month time frame specified to dealers will move the new sedan's arrival up from 2018 to mid-2017. Jalopnik's Opposite Lock claims two new Challenger models are coming. Challenger ADR (American Drag Racer) and T/A. ADR should appeal to bracket racers and is more powerful than the SRT Hellcat, while T/A is for track rats, just like Viper T/A. Automotive News claims the legendary Barracuda nameplate will be revived as a Dodge. The Barracuda will be smaller than Challenger, offered as both a coupe and a convertible. Allpar claims it will feature modern styling. A Dodge Durango SRT was announced with 6.4-liter Hemi V8 and rear-drive. Sources within FCA confirmed its arrival with Autoblog. Apparently, dealers were shown an example in B5 Blue.