With only 3 models (actually it isn’t the only brand of the group with a small range of products), Chrysler brand managed to sell more than 350.000 units in 2012. It isn’t a bad number for a brand that’s extremely dependent in one single market and offers only 3 models. Actually it is one of the group’s brands with the highest ‘total sales/# models’ indicator, after the good performance of the 200 and 300, which became the 5th and 11th best-selling models of the group in USA in 2012. Unlike Alfa Romeo, which counts on 2 models from which only one is popular, Chrysler can feel comfortable with all of its range, as the 200, 300, and Town & Country are popular all. This is good because the brand is present in 3 different segments, all of them very popular in North America.
USA counts for 86% of the brand’s sales! that’s more than Lancia’s Italian dependence (76%), which is already a lot. This is not good at all, as the brand can easily disappear if US market collapses. Besides, all car brands are supposed to become global if they want to survive. Hence, Lancia became the European branch of Chrysler brand, as they will both share the development and sales of common models, specially created for US and European markets. This analysis includes total registrations for Chrysler products using Chrysler logo, so the Lancia Thema, Voyager and Flavia aren’t part of the total. These 3 models count for 8.000 units circa. Unlike Jeep or Dodge, Chrysler isn’t popular outside North America. Canadian sales count for almost 7% of total. What’s next? in the last months, the 200/300’s sales have dropped as consumers are moving into more modern cars. Chrysler needs to bring the new generation of the 200 as soon as possible, while the Chrysler 100 must arrive soon as well. These 2 models will be used by Lancia in Europe to replace the Delta and offer a new D-Segment sedan. Regarding the Town & Country, Marchionne said the next generation will be differentiated from its Dodge twin.