If YOU Were In Charge Of FCA, What Brands Would You Spinoff, Sell or Keep?

So, a Chinese automobile manufacturer, Great Wall Motors, would totally love it if Fiat Chrysler Automobiles flung the Jeep brand its way. Who wouldn’t? In the mid-1980s, Jeep was the ruby in AMC’s crown, and its new (and highly profitable) Cherokee line had Chrysler Corporation chairman Lee Iacocca salivating at the thought of where he could take the brand if given the chance.

Three decades later and Jeep is FCA’s biggest asset, not just due to current volume, but future volume in untapped markets. CEO Sergio Marchionne wants people the world over to drop what they’re doing and buy a Jeep. Having global Jeep models that are popular in numerous regions would act as a hedge against trouble in, say, North America, where its Chrysler, Dodge and Fiat brands aren’t exactly setting sales charts on fire.