Fiat Will Push Chrysler into Premium Territory
Fiat management has big plans for the troubled Chrysler brand. Chrysler CEO Peter Fong has indicated that he foresees Chrysler becoming a step “above Cadillac.” Those are bold words when you factor the quality and performance of such Chrysler vehicles as the Town & County and Sebring with the likes of the CTS and SRX. But it wouldn’t be the first time Chrysler placed itself at such a mark: the Imperial was marketed as a respectable rival to the Eldorado and Continental from the 1950s to the ’70s. An Imperial concept was rolled out earlier this decade, but received some flak for its almost obscene resemblance to Bentleys–more so than the 300.
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FIAT’s new Chrysler division -a company that shed 35,000 jobs over the past two years and and just went through bankruptcy- is already preparing to rehire an unspecified number of salaried workers and ask current workers to put in overtime to get new models to market by mid-2011…