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Stellantis dealers plead that letting Chrysler die is not an option

Executives and dealers have recently cautioned that a dark cloud looms over Chrysler's horizon, and figuring out why doesn't require an MBA from Stanford. And yet, Stellantis dealers say bright days could be ahead, if only the company reinvigorates the Detroit-based brand with long-awaited and much-needed new products. "This whole thing started with Chrysler. I don't want to get emotional about a brand, that's not the case. But, I don't want to see a brand like that left at the sideline and just thrown out to pasture," said David Kelleher, the head of the Stellantis National Dealer Council, in an interview with industry trade journal Automotive News. Kelleher added he would feel "violated" if the 96-year-old carmaker shut down. Keeping it around is relatively easy, but transforming it into a thriving business is far more difficult. Years of underinvestment have crippled the brand. It's almost exclusively dependent on North America, where it sells two models: the 300 and the Pacifica/Voyager duo. Sales in the United States totaled 110,464 units in 2020, down from 126,971 in 2019. To add perspective, Ram, Jeep, and Dodge sold 624,642, 795,313 and 267,328 units, respectively, in 2020.  While enthusiasts and analysts understandably worried Chrysler would die under Stellantis, Kelleher opined that the merger between Fiat Chrysler Automobiles (FCA) and PSA Group can make the brand stronger. Products and technology from the French side of the partnership can be leveraged to help Chrysler expand its range and increase its sales while keeping development costs in check, he said. He stopped short of revealing which vehicles he has in mind, but his comments are interesting because PSA's lineup is almost entirely made of up small, European-flavored cars that are diametrically opposed to the models Chrysler's reputation is built on.  Hatchbacks are dropping like flies in the American market, so putting a Chrysler badge on, say, a Peugeot 208 and bringing it to America is out of the question. Wagons are unpopular, too, which leaves crossovers and SUVs. Oddly, the Chrysler brand is not represented in one of the most popular market segments in the United States. PSA doesn't dabble in burly SUVs, like the Jeep Grand Cherokee, but it does small crossovers reasonably well. Could Chrysler move into the space occupied by the Toyota C-HR and the Hyundai Kona, among others?

Fiat Chrysler to pay $40 million fine for inflating sales numbers

DETROIT — Fiat Chrysler is paying $40 million to settle with U.S. securities regulators who say the automaker misled investors by overstating its monthly sales numbers over a five-year period. The Italian-American company inflated sales by paying dealers to report fake numbers from 2012 to 2016, the U.S. Securities and Exchange Commission alleged in a complaint. Fiat Chrysler agreed to pay the civil penalty and to stop violating anti-fraud, reporting and internal accounting control regulations, the SEC said Friday in a statement. The automaker did not admit or deny the agency's allegations, the statement said. "This case underscores the need for companies to truthfully disclose their key performance indicators," Antonia Chion, associate director in the SEC's Enforcement Division, said in the statement. She noted that the new vehicle sales figures give investors insight into the demand for an automaker's products, a key to assessing the company's performance. Fiat Chrysler said it has reviewed and refined its sales reporting procedures. It said the payment will not have a large impact on its financial statements. The agency said the automaker boasted about a streak of year-over-year sales increases into 2016, when the streak actually was broken in September of 2013. When the company disclosed the sales scheme in 2016, it said that it had a "reserve" stock of cars that had been shipped to big fleet buyers such as rental car companies but not recorded as sales. The SEC said employees called this database of actual but unreported sales the "cookie jar." The company dipped into those sales to stop the streak from ending, or when it would have missed other sales targets. Fiat Chrysler said it now records sales as soon as vehicles are shipped to customers. It has also take steps to ensure that a sale is immediately subtracted from its books when it finds out the deal was scuttled because the buyer backed out or couldn't get financing. The SEC probe is another in a long string of legal troubles for Fiat Chrysler. It also faces federal investigations into illegal payments to union officials through a training center, and a criminal probe into allegations that its diesel-powered trucks were programmed to cheat on emissions tests. The company has denied cheating, but federal prosecutors charged an engineer earlier this week and said he conspired with others. In June, Fiat Chrysler's U.S.

Stellantis will give its brands 10 years to prove they deserve to live

Formed by the merger of PSA Peugeot-Citroen and Fiat-Chrysler Automobiles, Stellantis has 14 brands under its roof, a number that makes it one of the largest groups in the industry. Rumors claimed not every brand would survive, with Chrysler often earmarked to get axed, but the firm said it will give them all a chance to shine. "We're giving each (brand) a chance, giving each a time window of 10 years and giving funding for 10 years to do a core model strategy. The CEOs need to be clear in brand promise, customers, targets, and brand communications," announced Stellantis boss Carlos Tavares during the Financial Times' Future of the Car event. His comments confirm Chrysler fans and dealers don't need to worry about the future — at least not yet. And, against all odds, Lancia enthusiasts can breathe a sigh of relief, too. Former FCA head Sergio Marchionne warned of the brand's demise on several occasions. Alfa Romeo is safe for now, too, as is Vauxhall, which are basically just Opels sold in the United Kingdom with a different badge. The engagement made by Tavares also means Stellantis won't divest any of its brands to raise capital until at least 2031. It's now up to each executive team to make a case for the brand they run, an unusual survival-of-the-fittest strategy in an era when cutting costs is more common than spending cash. Diving into the vast Stellantis parts bin should help even the most troubled brands turn their fortunes around on a relatively tight budget. It seems likely that survive Chrysler will need to look beyond the 300 and the Pacifica/Voyager, the only models in its range, and completely reinvent its image, which is currently nebulous at best. Lancia, once the champion of luxury, performance, and innovation, faces the same challenge. It's not starting quite from scratch, it's relatively popular in its home country of Italy, but it will need to think globally and expand outside of the city car segment to survive. Featured Gallery 2020 Chrysler 300 View 24 Photos Chrysler Dodge Fiat Jeep RAM Citroen Lancia Opel Peugeot Vauxhall