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Chrysler, Jeep and "Lancia" to relaunch in UK in 2011
publication date: Dec 21, 2010
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author/source: Robin Roberts
The Chrysler and Jeep brands will relaunch in the
UK in the New Year under new Fiat management and a product offensive led by new
4x4s and re-badged Lancias.
Lancias have not been seen in the UK since they were withdrawn from the market in 1994, but they will make their return in 2011 wearing Chrysler badges - standard bearers for the new alliance between the American and Italian car companies. The Chrysler Delta will be launched at next month's Detroit motor show and will come into the UK in June to compete in the market segment dominated by the Ford Focus, Vauxhall Astra and Volkswagen Golf. However, volume aspirations are modest to begin with. Senior product manager Steve Murfin said: "This is just the start of the re-launch for the Chrysler brand in the UK. We will gradually build volume as we build the dealer network." Later in the year will come the small Chrysler Ypsilon, based on the all-new Lancia model being launched at the Geneva motor show next March. Future Chrysler models will include the new all-American 300C in 2013 and Murfin said that as the alliance with Fiat develops, new models based on new platforms with new names will be developed. |
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