In a move that has stunned the auto industry, Fiat S.p.A. plans for models currently sold as Lancias in Europe into having the Chrysler brand name starting as early as 2011. It came as a surprise since it had been speculated that the 103-year-old Lancia would have a greater role in Europe following Fiat’s decision earlier this year to take control of Chrysler.
Fiat has a 20% stake in Chrysler. Last month, Fiat-Chrysler CEO Sergio Marchionne told Automotive News Europe that he has no doubts that it would be Chrysler that would be the global brand, outside a limited number of markets in Europe.
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