@Nesha
Mogao bih da kazem "bolje Kurir nego TV Bastilja", tj. bolje jedno u naslovu, a drugo u tekstu, nego objavljivanje onog sto zelim, a nema veze sa stvarnoscu...Ali, necu reci to, nego cu reci da sam svojim postom rekao sta ce biti prakticno na kraju, kada se razgrne gomila uvijenih izjava i "hladnih obloga" i "knedli koje treba da se progutaju".
Da vidimo sta je doslovno rekao i sta je mislio Marchionne kada je dao izjavu Automotive News-u i cenjenom i starom novinaru Luci Ciferriju koji je "dvorski novinar" Fiata, a od kojeg je proistekla gomila komentara.
Ciao Lancia, hello Chrysler?
Fiat mulls limited role for 103-year-old Italian brand
Luca Ciferri
Automotive News Europe
December 3, 2009 10:00 CET
TURIN – Starting as early as 2011, Fiat S.p.A. may extend the Chrysler brand name to models currently sold as Lancias in Europe.
Such a move would be a blow to the 103-years-old Fiat-owned automaker that many speculated would play a greater role in Europe following its parent's decision earlier this year to take control of Chrysler.
Fiat has a 20 percent stake in the U.S. automaker.
“There is no doubt that, outside a limited number of markets in Europe, Chrysler is going to be the global brand,” Fiat-Chrysler CEO Sergio Marchionne told Automotive News Europe late last month.
He said that using the Chrysler brand name makes sense because it is more internationally recognized than Lancia, but he stopped short of saying Lancia would disappear.
“We need to be very careful that we don't destroy Lancia's roots, to find a way to preserve the identity of Lancia through an agreement that commonizes as much of the portfolio as possible (with Chrysler),” Marchionne said.
Ovo prakticno znaci da ce Chrysler prodavati kola pod svojim brendom svuda gde je prodavao vise i gde je prepoznatljiviji od Lancie, a to je sem Italije, Francuske i jos jedne-dve zemlje - svuda. Vrlo je jasno rekao kome daje prednost u Evropi. Cuvanje korena Lancie ne znaci mnogo jer u drugom delu recenice da kaze da je nuzno napraviti sinergiju portfolia, a to mu je bitnije
Options for Lancia
One possibility is that the Lancia brand continues to be used in a limited number of European markets such as Belgium, France and especially at home in Italy. In 2008, Lancia had global sales of 103,000 cars of which 93,000 were sold in Italy. Last year in Europe, 29,000 Chrysler brand cars were sold.
A second possibility would be for Lancia to become an upscale Chrysler subbrand in Europe. Fiat does something similar with Abarth, a sporty subbrand used on Fiat models such as the 500 minicar. Jaguar did this in the past with the more luxurious Daimler range. A third example comes from Ford of Europe, which uses the Ghia badge on more upscale versions of its models.
Ne znam cime bi se ponosili u sve tri varijante. Poslednje dve su gasenje brenda kao proizvodjaca vec bi ostao samo amblem za pokazivanje. Prva varijanta drzi Lancia u rezervatu sa kolima koja ce biti u sustini Chrysler.
But some Fiat insiders fear that turning Lancia into a subbrand would hurt sales in Italy, where they believe customers would reject a Chrysler wearing a Lancia badge.
Fiat is expected to decide Lancia's fate by the end of 2010.
Crucial 2010 models
By next year Chrysler will have launched crucial models such as a new generation of its 300C large sedan, plus heavily revised versions of its Sebring mid-sized sedan and Voyager large minivan (sold as the Town & Country in the United States).
Following the arrival of those new Chryslers, Marchionne says Fiat will have a better idea just how much Chrysler and Lancia can do together.
“We need to see product, we need to see positioning and based on that we can make a decision,” he said.
Jos nikakva konacna odluka nije doneta, ali s obzirom sta je kore rekao kao opcije nece biti mnogo izbora...jedino ako dodje do nekog neverovatnog obrta
While Marchionne is keeping an open mind about how to allow both brands to coexist successfully, he reiterated that brand rationalization remains a key part of the Fiat-Chrysler's future because it takes a huge amount of money to maintain a brand.
Racionalizacija brendova, sta li to moze biti...u najboljem slucaju da Lancia ostane tamo gde je jos jaka - 3,4 zemlje, a u sustini nista od Lancie u tehnoloskom smislu nece ostati
You can reach Luca Ciferri at
lciferri@craincom.de.
ENLARGE
ovo je u antrfileu, ne zvuci obecavajuce
There is a chance the next Lancia Ypsilon will wear a Chrysler badge in Europe. Due in mid-2011, the new Ypsilon will be a 5-door subcompact, while the current model, introduced in 2003, is a 3-door only.
Neka svaki izvuce zakljucke, ja razumem da je covek na nezan i uvijen nacin rekao da je Lancia odzvonilo...kao kada radnike necete da otpustite odmah nego za neki mesec, pa impricate price...kao kada hocete da otkacite devojku, a zao vam, pa kazete da hocete malo "da razmislite". I cisto da napomenem, da me neko ne bi shvatio banalno - naravno da se brend ne gasi preko noci, nego postupno, tako da to sto ce izaci neki sledeci model pod amblemom Lancia ne znaci da nece biti sto mislim da ce biti, ali isto tako ove korporativne odluke se ne menjaju lako i kada se donesu one se sprovode bez pogovora