Sergio Marchionne named as new Ferrari CEO

W201 · May 3, 2016

Generally speaking, I think that there is too much of brand overlap in FCA'a portfolio - no clear vision for what each brand stands for.

Ferrari should be in a class of it's own - something like the McLaren - exclusiveness/innovation/know-how (note the McLaren's consulting arm - this is what I mean by know-how).

Maserati should aim at Porsche/Bentley market segment - luxury/performance/comfort.

Alfa Romeo is obviously BMW's main rival, plus Jaguar's - luxury/sportiness.

Lancia/Chryser would be mass-market brand like VW is - albeit oriented to comfort/spaciousness/design.

Fiat - this should be either cheaper alternative to the MINI (further development of the 500 family) OR a budget brand. At the moment, FIAT is trying to be a bit of both, and that is destined to become a failure sooner or later. Personally, I would opt for the first alternative.

Now, the models:

Alfa Romeo: Giulietta (RWD), Giulia, 5-Series competitor, 4-Series competitor, X1/X3/X5 competitors. Halo car optional (maybe after 2025). Giulia and 5-series competitors in estate variants optional.

Maserati: Ghibli, Quattroporte, Levante + Macan competiror, Alfieri, Grand Turismo (including cabrio variants of both).

Lancia - Polo/Golf/Passat/Tiguan/Touareg - just fill the segments with offerings I mentioned above - spaciousness+comfort+distinctive design. For the US market, Chrysler should use needed platforms with design that suits American tastes.

FIAT - just look at the MINI, and copy it.

FIAT/Chrysler/Lancia should have their own FWD platform, with AWD optional. Abarth for FIAT should be developed from the start, Lancia's performance versions maybe after 2025.

AR/Maser should have their own RWD platform - but the only overlaps would be Levante and Ghibli.

Jeep is, kind of like a Ferrari, in a class of it's own - but it should up it's quality, especially in the interior department. It's appallingly low.

On top of all of this - collaboration with Google/Apple other Silicon Valley giants should be included - autonomous cars are the way to go, and they must ride that wave with the auto industry.

Of course, those are just my dreams - Lancia is done, just like the Saab, the Ferrari is about to become an umbrella brand for luxury stuff, and I have impression that AR is deliberately managed to be a cheaper solution to the Maserati, which is woefully stupid.

Deleted member 25 · May 3, 2016

It's true that in term of brand identity , there wasn't much of a progression for Fiat. Yet someone has to remember that Marchionne is the one responsible for having Fiat and its brands still exist today. Pre-2004 Fiat was in a catastrophic situation. He was the one responsible of putting it back to profit. Also do not compare Fiat to other carmakers without taking the time to understand how gigantic the Fiat group really is with all its subsidiairies and joint ventures. Apart from Fiat, i think Alfa, Ferrari and Maserati have offered a good range of products. Sure you might expect more but you have to keep in mind that the group doesn't have Vag's mega Billions. They are cash strapped and they chose on top of that to take over Chrysler. You might think that was a mistake but they managed to turn it to profitable brand (Hello Mercedes) which kind of validates their approach. So without being perfect, you have to give Marchionne some credits.

sako97 · May 3, 2016

Gianclaudio said:
Well, I don't know where Fiat is right now, actually. The Punto and Bravo are incredibly old, the 500 dates from 2008.

Just compare the dynamic in product development from other troubled european manufacturers like Peugeot/Citroën and Renault to Fiat/Alfa/Lancia....
In about the last 10 years we've seen Jaguar, Volvo, PSA and Renault reinventing themselves, the Vag group, Daimler and Bmw just getting bigger and bigger. What about Fiat? Nothing.
Alfa, every passing day becoming irrelevant. Lancia is basically gone now.

And that's within the Euro markers only, let's not even begin with Kia/Hyundai.

Then there's the U.S market.... The two cars that were meant to bring big volume sales (Dodge Dart & Chrysler 200) are catastrophic flops in a market dominated by the Korean and Japanese automakers; even the Ford Fusion has become a very formidable economy car. Chrysler appears to have no intention of developing an all-new 300 despite stagnating sales. A facelift every year for a car dating back to 2003-04 simply won't regenerate interest.

The Chrysler assembled Fiat 500 is another flop and a number of Fiat franchises have shut their doors. Let's not forget the 500x either. Nevertheless, the Fiat 124 has makings of a successful driver's car, although volume will be limited.

Jeep, Ram, and the SRT have exciting offerings and are in demand with waitlists, but quality control is very spotty and plenty of owners are reporting reliability issues.

Lastly, in my opinion FCA has issues their U.S marketing campaigns. Rather than promoting what would've been the volume sellers, quite a bit marketing goes to the SRTs instead. Despite the recent hoopla and achievements of the Viper ACR, sales are still slow and production will cease in 2017.

Gianclaudio · May 3, 2016

Deleted member 25 said:
It's true that in term of brand identity , there wasn't much of a progression for Fiat. Yet someone has to remember that Marchionne is the one responsible for having Fiat and its brands still exist today. Pre-2004 Fiat was in a catastrophic situation. He was the one responsible of putting it back to profit. Also do not compare Fiat to other carmakers without taking the time to understand how gigantic the Fiat group really is with all its subsidiairies and joint ventures. Apart from Fiat, i think Alfa, Ferrari and Maserati have offered a good range of products. Sure you might expect more but you have to keep in mind that the group doesn't have Vag's mega Billions. They are cash strapped and they chose on top of that to take over Chrysler. You might think that was a mistake but they managed to turn it to profitable brand (Hello Mercedes) which kind of validates their approach. So without being perfect, you have to give Marchionne some credits.

I think is completely fair to compare Fiat to Renault, for example. Ghosn to Marchionne.
As an automotive group, is even larger. Both Renault and Nissan have a much broader and modern line up. Renault has a D segment car in the Talisman, Fiat doesn't. The Megane is offered as station wagon, the Bravo never was. There are two suvs (Koleos and Kadjar), a crossover in the Captur, two vans in the shape of Espace and Scenic. Fiat only has the 500L and 500X.
The oldest car in Renault line up is the Clio from 2013, Fiat on the other hand just has the 500X and 500L introduced after 2013. Ghosn has succeeded in growing Dacia, Marchionne killed Lancia.

When Marchionne took Fiat group, Alfa had the 147, 156 and 166, all quite competitive cars in their segments, the 156 being the best selling Alfa ever.
In all his years he introduced the mediocre Mito, the poorly marketed Giulietta and the gorgeous 159 he never developed nor evolutioned (besides, it wasn't conceived under his tenure) Maserati still is the same niche player it was back in 2004, Lancia is basically gone now.

Again, compare the Renault, Peugeot or Citroën line up to what Fiat, Alfa and Lancia offer today. Ghosn and Tavares seem proper car guys, while Marchionne seems just wanting to milk the most productive cow in the stable as much as possible. Today, those cows are Ferrari and Jeep.

KiwiRob · May 4, 2016

Gianclaudio said:
The Megane is offered as station wagon, the Bravo never was.

The Fiat Marea was the Brava/Bravo sedan and stationwagon.

Rolf · May 4, 2016

Fiat and Alfa Romeo were really great car brands and very popular from the 1970's to early 2000's but last 10 to 15 years they have really gone down with a poor production line up that hasn't caught on with the rest of the car world and also poor marketing.

In the 1970's and 1980's Fiat, Alfa and Lancia were such passionate brands, they were known to stand out as been cars with fantastic, engaging and glorious engines with great dynamics to match. Then the styling was so memorable and timeless. Who could not forget the original 1970's Alfa Giulia, Spider, Giuletta, GTV, 1750 Berlina and GTV, Sprint it was an endless brilliant line up of cars and then the Fiat 128, 131, 124 spider, 124 coupe, X1/9 and Lancia Monte Carlo, Beta, Delta, Fulvio, Stratos..........................I could carry on here all day, they were fantastic cars.

Giulia: