With all the rumors about Chrysler being axed and Fiat being downsized, I decided to go back to my notes from circa 2014-2016 and dig out an old marketing exercise I did for myself - what would I have done after the FCA merger as their brand planning director? I’m just going to copy and paste my old ideas below, feedback would be appreciated as I feel like revisiting this project and drawing up my design ideas. I would have had Sergio step aside after the merger, and worked on all new platforms and engines, with all new models replacing all lineups between 2015-2020.

To simplify production, there would be 8 primary platforms that the brands would all use, with the exception of a few vehicles on unique single-model use platforms (ie Alfa Romeo 4C, Jeep Wrangler, Chrysler Pacifica). Engine choices an packages would be limited.

Ordering would be as simple as deciding a Brand, then a Model. From there a choice of three trims, (on certain trims an engine choice (ie gasoline or diesel)), 1 or 2 package choices, (a low number of individual options on certain trims on certain models), exterior color choice and 2-3 interior color choices. Ala carte option ordering or excessive individual options would not be available on any brands to simplify and speed up production.

While market trends were moving towards utility vehicle (CUV and SUV) dominance, all brands would maintain a few saloon models to be able to quickly adapt if trends changed, while maintaining a proper utility vehicle offering. All brands would also have a halo vehicle, typically a sports performance model; as well as a all electric utility vehicle to fit compliance needs in CA and China.

Structure wise on the American run side, Dodge (C- & D-segments) would be the mainstream brand, Jeep (B-,C-,D-, & E-segments) the premium brand and Chrysler (D- & E-segments) the luxury brand. On the European run side, Fiat (A-,B-, & C-segments) would be the mainstream brand, Alfa Romeo (D- & E-segments) the premium brand and Maserati (E- & F-segments) the luxury brand. Ram would fulfill all commercial utility focused aspects for both ends of the merger. Overall, the brands would be stacked Fiat, Dodge, Jeep, Alfa Romeo, Chrysler and then Maserati.

Alfa Romeo
Alfa Romeo would be the European premium brand with identifiers being RWD based chassis, driver feedback/satisfaction handling and unique styling to differentiate from main competitors Audi/BMW/Mercedes-Benz. Estimated global sales would average 450-500k unit annually. With a RWD basis, drivetrain would be handled by an Alfa 2.0L Inline 4 turbo or Maserati 3.0L V6 turbo, with a Fiat sourced 1.8L diesel on certain models and trims. Trims would be Passione, Lusso and Quadriofigalo.

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- Alfetta (E-Segment): 4-door saloon or 5-door estate. RWD or optional AWD. Target BMW 5 series.

- Giulia (D-Segment): 2-door coupe or 4-door saloon. RWD or optional AWD. Target BMW 3 series.

- Giulietta (D/J-Segment): 5-door utility vehicle. ALL Electric RWD or optional AWD. Compliance vehicle.

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- Milan (E/J-Segment): 5-door utility vehicle. RWD or optional AWD. Target BMW X5.

- Stelvio (D/J-Segment): 5-door utility vehicle. RWD or optional AWD. Target BMW X3.

- 4C (C/S-Segment): 2-door coupe or 2-door targa. RWD. Halo vehicle.

Chrysler
Chrysler would be the American luxury brand with identifiers being exclusive options of a hybrid engine and AWD, and premium interiors with a bold but simple exterior for a timeless design. Estimated global sales would average 300-350k unit annually. With only AWD, drivetrain would be handled by a Chryser 2.0L Inline 4 hybrid or Chrysler 3.0L V6 twin-turbo hybrid. Trims would be Limited, Touring and S.

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- Aspen (C/J-Segment): 5-door utility vehicle. AWD. Target Lexus NX-H.

- Citadel (D/J-Segment): 5-door utility vehicle. AWD. Target Lexus RX-H.

- Firepower (D/S-Segment): 2-door coupe or 2-door convertible. AWD. Target Lexus RC-H.

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- Pacifica (M-Segment): 5-door multi-person vehicle. AWD. Target set new standard for all MPVs.

- 200E (C-Segment): 5-door utility vehicle. ALL Electric AWD. Compliance vehicle.

- 300H (E-Segment): 5-door saloon liftback. AWD. Target Lexus GS-H.

Dodge (“Lancia”)
Dodge would be the American mainstream brand with identifiers being a performance oriented driving experience and muscle car inspired exterior design. In markets were the Dodge brand may not succeed (Europe and China), all models would be simply rebadged under Lancia. Estimated global sales would average 500-550k unit annually. With only a mixture of FWD and RWD, drivetrain would be handled by a Chryser 2.0L Inline 4 turbo, Chrysler 3.5L V6, or Dodge HEMI in either 5.2L, 5.8L or 6.4L (supercharged) V8. Trims would be SE, Tech, R/T and SRT plus limited editions.

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- Challenger (D/S-Segment): 2-door coupe or 2-door convertible. RWD or optional AWD. Target Chevrolet Corvette. *V8 only, move upmarket*

- Charger (D-Segment): 4-door saloon or 5-door estate. RWD or optional AWD. Target Chevrolet SS.

- Dart (C-Segment): 2-door coupe or 4-door saloon. FWD or optional AWD. Target Chevrolet Cruze.

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- Durango (E/J-Segment): 5-door utility vehicle. RWD or optional AWD. Target Chevrolet Suburban.

-Journey (D/J-Segment): 5-door utility vehicle. RWD or optional AWD. Target Chevrolet Tahoe.

- Neon (B/J-Segment): 5-door utility vehicle. ALL Electric FWD or optional AWD. Compliance vehicle.

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Fiat
Fiat would be the European maintsream brand with identifiers being easy city life practicality, high fuel efficency and modern chic design. Estimated global sales would average 600-650k unit annually. With only FWD, drivetrain would be handled by a Fiat 1.0L Inline 3 turbo, Fiat 1.4L Inline 4 turbo or Fiat 1.4L or 1.8L inline 4 diesel turbo. Trims would be Pop, Lusso and Abarth.

- Panda (C/J-Segment): 5-door utility vehicle. FWD.

- Viaggio (C-Segment): 3-door or 5-door hatchback. FWD.

- 124 (C/S-Segment): 2-door coupe or 2-door convertible. RWD.

- 500 (A-Segment): 3-door hatachback. FWD.

+ 500E (A-Segment): 3-door Hatchback. ALL Electric FWD. Compliance vehicle.

- 500X (B/J-Segment): 5-door utility vehicle. FWD.

+ 500XE (B/J-Segment): 5-door utility vehicle. ALL Electric FWD.

Jeep
Jeep would be the American premium brand with identifiers being an adventrous off-road lifestyle. Estimated global sales would average 850-950k unit annually. With only a mixture of platform sources, drivetrains would be handled by a Fiat 1.4L inline 4 turbo, Chryser 2.0L Inline 4 turbo, Chrysler 3.5L V6, Dodge HEMI 5.2L V8, Fiat 1.8L inline 4 diesel turbo, or Chrysler 2.2L diesel turbo. Trims would be Sport, Sahara and Rubicon plus special editions.

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- Cherokee (D/J-Segment): 5-door utility vehicle. RWD or optional AWD.

- Compass (C/J-Segment): 5-door utility vehicle. FWD or optional AWD.

- Grand Wagoneer (E/J-Segment): 5-door utility vehicle. ALL Electric AWD. Compliance vehicle.

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- Renegade (B/J-Segment): 5-door utility vehicle. FWD or optional AWD.

- Wagoneer (E/J-Segment): 5-door utility vehicle. RWD or optional AWD.

- Wrangler (J-Segment): 2-door or 4-door utility vehicle or 4-door ute. RWD or optional AWD.

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Maserati
Maserati would be the European luxury brand with identifiers being exclusive availability, premier technology and finishes and unique Maserati exhaust sound. Estimated global sales would be limited to 70-80k unit annually. With only RWD and AWD chassis, drivetrain would be handled by a Maserati 3.0L V6 turbo or Maserati 4.0L V8 turbo. Trims would be Sport, Lusso and MC-Performante. The F-Segment vehicles would be limited to a worldwide production of 5k units per unit, not including special editions. More mainstrem Maserati models would still be on a low volume production compared to traditional brands.

- Alfieri (D/S-Segment): 2-door coupe or 2-door convertible. RWD or optional AWD. Target Jaguar F-Type and Porsche Boxster/Cayman.

- Ettore (E/J-Segment): 5-door utility vehicle. ALL Electric AWD. Compliance vehicle. Limited Production.

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- Ghibli (E-Segment): 4-door saloon. RWD or optional AWD. Target Jaguar XE.

- Gran Turismo (F/S-Segment): 2-door coupe or 2-door cabriolet. AWD. Target Porsche 911. Limited Production.

- Kubang (E/J-Segment): 5-door utility vehicle. RWD or optional AWD. Target Porsche Macan.

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- Levante (F/J-Segment): 5-door utility vehicle. AWD. Target Porsche Cayenne. Limited Production.

- Quattroporte (F-Segment): 4-door saloon or 5-door estate. AWD. Target Porsche Panamera. Limited Production.

Ram

- 500 (Light Duty Small Truck-Segment): 2-door single cab or 2+2-door extended cab. Target Chevrolet Canyon and previous generation Ford Ranger. “Small truck market”

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- 1500 Bighorn (Light Duty Full Size-Segment): 4-door crew cab or 4-door extended crew cab. RWD or optional AWD. Target Ford F-150 King Ranch+. “Commuter / luxury focused, rare hauler”

- 1500 Tradesmen (Light Duty Full Size-Segment): 2-door single cab or 2+2-door extended cab. RWD. Target Ford F-150 XL. “Commercial / utility focused, frequent hauler or towing”

- 1500 Rebel (Light Duty Full Size-Segment): 4-door crew cab. AWD. Target Ford F-150 Raptor.

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- 2500 (Medium Duty Full Size-Segment): 2+2-door extended cab or 4-door crew cab. RWD or optional AWD. Target F-250 King Ranch+.

- 3500 (Heavy Duty Full Size-Segment): 4-door crew cab. AWD. Target Ford F-350 Lariat.