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Chrysler to veer away from 'Imported From Detroit' message?

Claim some ground, control that ground and then expand. Chrysler, wandering the Earth like Kane from Kung-Fu when it came to brand message after the bailouts, pulled off the first two feats in only 120 seconds when its "Imported from Detroit" commercial aired during the 2011 Super Bowl. Two years later and now that the brand has a center in the minds of consumers, the Chrysler Group's head of marketing, Olivier Francois, says it's time to move away from the "Detroit" component of that slogan and express the "Imported" aspect.
It is, more precisely, about positioning Chrysler as genuine competition for imports and not Ford or General Motors, but rather Toyota on quality or Audi on technology. A report in Forbes said that Francois not only "wants to attract import owners to Chrysler vehicles by focusing on quality, technology, fuel economy and style," but to "take back the lead in these four things." That is the new understanding he wants people to infer from the idea of Detroit - that the nation's car capital isn't just a patriotic rallying point but a lively competitor for established giants.
Chrysler has been running ads that no longer refer to Detroit, and recent efforts have linked a specific character to each brand - like Jenny with Jeep and Steven with the Chrysler 300 - to create brand separation. Francois hasn't detailed what he plans to do to bolster Chrysler's upscale pretensions, but his efforts would be helped by CEO Sergio Marchionne loosing the pursestrings and the arrival of strong new product.

Fiat pondering swallowing rest of Chrysler, US IPO

At the moment, Fiat is in court with the United Auto Workers, waiting for the justice system to provide some guidance on a fair price for 41.5-percent of Chrysler it doesn't own. Fiat owns 58.5 percent of the company and wishes to buy the remainder, which is owned by the union's VEBA retiree trust, but the Italian company and the UAW are on different sides of the galaxy when it comes to assigning a fair price to that outstanding stake.
Naturally, Fiat CEO Sergio Marchionne is considering his options. A new report in the The Wall Street Journal says one of the scenarios being considered now is - depending on the outcome of the court case - to purchase the 41.5-percent stake and then issue an IPO to recoup some of the cost. About two months ago, Marchionne put the odds of an IPO for a wholly combined Fiat/Chrysler at 50 percent. Even with the WSJ report, it's not clear if those odds have changed.
The current company structure leaves a lot of options as to how a potential IPO could be issued, but it's said that Marchionne is against it, preferring "to be one company," under Fiat, indivisible. If Fiat is finally able to purchase all of the Pentastar, it would get access to Chrysler's war chest, pegged at $11.9 billion at the end of Q3 in 2012, and that money can't come soon enough for a brand taking a beating in Europe and delaying product over cash concerns.

Bob Lutz, UAW rep commend Chrysler for not bowing to NHTSA recall pressure [w/poll]

Bob Lutz, the well-known executive with a range of automakers including both General Motors and Chrysler, says he supports Chrysler for not caving under federal pressure to issue a recall on 2.7 million Jeep vehicles. The National Highway Traffic Safety Administration is arguing that the plastic fuel tanks positioned behind the axles of certain 1993-2004 Grand Cherokee models and 2002-2007 Liberty models may become punctured in a collision and potentially catch fire, so it has called upon Chrysler to recall the vehicles. 15 deaths and 46 injuries have been attributed to the issue. For its part, Chrysler has maintained that its models "met and exceeded" all safety applicable mandates when they were manufactured, and furthermore, they argue that the government agency's own data proves that the vehicles are no more dangerous than similar SUVs produced by other automakers at the time. As a result, it is taking the unusual step of refusing to recall the vehicles.
According to The Detroit News, Lutz says Chrysler is right to push back when the government is out of line. Lutz also said that he wished he could have done the same when NHTSA urged Chrysler to issue a recall on certain minivans back when he was with the automaker 25 years ago.
Meanwhile, United Auto Workers Vice President General Holiefield also defended Chrysler by saying, "Our legendary Jeeps are crafted with pride by our dedicated UAW American workforce who work tirelessly to ensure the utmost quality of each Jeep that is produced for customers."