Op-Ed: Sergio Marchionne Should Be Replaced ASAP – Or Else…

If not for the iceberg, the Titanic would have made it to New York City, more than 1,500 people wouldn’t have died. James Cameron wouldn’t have won three Oscars (Best Picture, Best Director, Best Film Editing) either for the 1997 film which recounted the story of the, theoretically unsinkable, ship. So the iceberg was the culprit, right?

Well, the iceberg was just floating because, you know, that’s what icebergs do. It was the Captain’s fault that led to one of the largest shipwrecks in history. Likewise, it is Sergio Marchionne’s fault that FCA is sinking like a brick.

The latest Wards Auto report is laying down the numbers, and it draws a very grim picture.

To say that last month was a total disaster would be the understatement of the year. Compared to the same month in 2017, each and every FCA brand experienced a fall in sales in the US market.

Unsurprisingly, Fiat fell the most, by a startling 45.5 percent to 1,229 vehicles. Dodge was down 33.9 percent to 27,600 units, while Chrysler fell by 24.0 percent to 10,584 vehicles and RAM by 19.3 percent to 31,700 units. Why, even Jeep, which right now probably has the best portfolio of all FCA brands, fell too, though its 1.9 percent decline is practically nothing to worry about compared to all the other brands’ results.

As the report points out, last year FCA posted 16 straight year-over-year declines based on daily sales. This is no typo: 16 continuous declines! This has a very simple explanation. For the past decade and a half, the Fiat Group’s managers made one mistake after another, so it was inevitable that, at some point, things would turn very, very sour.

So why, one might ask, blame just Marchionne? Well, first of all he is at the helm of the ship since 2004, and, second, he’s made some very bad decisions himself. While initially he was applauded for the rapid turnaround of Fiat to profitability at just two years and acquiring Chrysler when it filed for bankruptcy, we really can’t remember all the mistakes and constant changes of plans he’s made in the past few years alone, which have led the whole group to this disastrous situation, but we’ll take a shot at it.

He killed off Lancia


It’s not that the brand was really healthy when Marchionne became the Group’s CEO, but his decision to roll out three “new” models (essentially rebadged Chryslers) only to axe them shortly afterwards, leaving Lancia with just the Ypsilon that’s sold in its home market, was completely his doing. Lancia had a long and distinguished history and simply did not deserve to die. Even with the rebadged Chryslers, Marcionne could have borrowed some time to roll out exciting cars once again, but he took the easy way out and just pulled the plug.

He has left Fiat with a very limited lineup


Let’s take a look at Fiat’s range, shall we? Well, we have the 500, the 500C, the 500X, the 500L, the 500L Trekking and the 500 Abarth. This is a car that was originally launched in 2007, and even though initially everyone fell in love with it, it simply is too long in the market. Then again, there’s the Punto that’s been around even longer, having been launched in 2005. As for the Bravo, let’s just say it won’t be missed. So, Fiat is left with just a mini car in various versions, plus a very, very old B-segment car. Oh, and a rebadged MX-5 that, somehow, is less fun to drive than the Japanese version. Nice job Sergio.

He still hasn’t managed to resurrect Alfa Romeo


At this point, you might cry “unfair”, for under his leadership Alfa, which has been given way more chances than any other automaker by petrolheads, launched its first rear-wheel drive saloon and its first-ever SUV. Once the initial enthusiasm wore off, it’s clear that Alfa’s range is very limited, as it comprises of the MiTo (a stylish Punto with less space and a higher price tag), the Giulietta, the Giulia and the Stelvio, plus the low-volume 4C.

This is supposed to be the brand that’ll fight BMW, Mercedes and the rest of the premium segment contenders? Even Ferrari has a broader lineup for crying out loud! Perhaps he should have sold it to the VW Group when Ferdinand Piech tried to acquire it, but that was in the pre-dieselgate era. Now, the Germans have shifted their priorities to electrics and hybrids and the offer is no longer on the table.

He can’t close a deal with another manufacturer


Mergers and large-scale collaborations are currently what the automotive world is all about, as they allow for decreased development and manufacturing costs and, therefore, greater profit margins. Mercedes-Benz is working with the Renault-Nissan Alliance for its compact models and BMW is developing its Z4 successor along with Toyota, which will get its own version, the Supra. Marchionne was publicly humiliated by GM CEO Marry Barra, who practically laughed at his face when he proposed a collaboration, and PSA preferred to buy Opel rather than acquire or work together with FCA.

He is going to build a Ferrari SUV


Not that long ago, Marchionne declared that he’d have to be shot in the head before he approved a Ferrari SUV. Apparently, someone did, and the resulting damage led to him admitting that the Prancing Horse will roll out a crossover after all. Yes, we’re aware that everyone’s jumping on the SUV bandwagon, even arch-rival Lamborghini.

Then again, despite their supercars being rivals on the street, Lambo doesn’t have that much of a racing history, while Ferrari’s name is inextricably linked to motorsports. An SUV will surely increase sales, but this is altering the brand’s DNA.

Ferrari was never about volume, despite the fact that it will sell each and every car it makes. It might look like a turd, and it will still sell as long as it has the Cavallino Rampante on it. But a Ferrari-badged SUV? Enzo must be rolling in his grave!

True, Maserati has built the Levante (which, by the way, isn’t doing very well), but although it’s a luxury brand, it doesn’t even come close to Ferrari’s prestige. Marchionne should look towards making more SUVs for Alfa Romeo, not Ferrari, as the Stelvio is not enough: try to count Audi‘s, Merc’s or BMW’s SUVs when you have lots of free time, and you’ll understand why Alfa is still struggling.


There are many more things we could say, like how FCA is letting its U.S. brands with a range that, for the most part, is battling GM’s and Ford’s much younger portfolio, or how when the whole industry is working on electrification, Marchionne says it’s not viable – but we won’t.

Instead, we’ll wrap this up with a proposal: just bring back Luca di Montezemolo and hand him FCA’s keys. The man had been with the Fiat Group since 1974, when he started at Ferrari’s Formula 1 team, until 2014, when he resigned due to his objections over Marchionne’s plans for the brand. It was he who put together the close-knit team of people who returned Ferrari to winning championships in F1 after two decades, and he was also the man who imposed a significant improvement on the quality of Maranello’s road cars. Or just sell the company to the Chinese; after all, look at what Geely has done with Volvo, that’s in its best form ever.

  • europeon

    I’m very busy and I don’t have the strength now to give an in depth reply to this, but Maserati and especially Levante are doing really well. I don’t know where you got the idea it isn’t, but in 2017 they reached the 50k units / year they had planned.

    The factory “slowdown” was because the Chinese have imposed new regulations, and this is much more taxing on a company that doesn’t move as much volume as the big players in the industry – but I’m sure they all have slowed down their SUV production assembly lines. Mirafiori plant is almost exclusively building Levantes, so of course this would affect them.

    Also, Levante sold as many units as X6 and about 40% of what Cayenne sells in the US. And, mind you, Cayenne has a much more extensive lineup, with much cheaper and more expensive models. That’s is by no mean something you can file under “not doing so well” for a company that was selling 4k units / year less than 8 years ago.

    But yeah, I agree, Marchionne should be wearing some cement shoes on the bottom of the lake Como.

    • paulgdeaton

      I cannot disagree; however, I do feel FCA – under Marchionne – has promised too much and delivered too little. For instance:

      Fiat: More Fiat models should have been leveraged in the USA; specifically the Panda. Having only 500-series cars available limits dealer offerings.

      Alfa: The various on-again, off-again models that were (supposedly) planned but never materialized pose a problem. The Giulia is a great car, and the Stelvio may yet prove to be successful, but Alfa’s greatest success – image-wise – always been with a relatively-small beautiful sports spyder. When I see a Giulia on the road, I am impressed, but I doubt most drivers even know what it is. If they saw an Alfa spyder, they would know – and smile.

      Lancia: Lancia has a great history – particularly in the 60’s – as a style and technology leader; it should become FCA’s brand for upscale – but not too expensive – high-performance electric vehicles. Resurrecting design cues from the beautiful Aurelia, Flavia, and Fulvia models from that era wouldn’t hurt.

      Maserati: Despite the fact that the luscious previous-generation Quattroporte has become more lumpy, rather than more beautiful, and the Ghibli needs higher-quality content, Maserati seems the be the one FCA brand on the right trach. Just like Alfa, though, the company needs to come through with the cars (I mean you, Alfieri! Although I am not sure some people may confuse this name with an Alfa…) they promise. The less said about the Levante, the better.

      Ferrari: Please, just say the plans for an SUV aren’t true! Maybe a luxury saloon… but not a fake trucklet!

  • Six Thousand Times

    Yes, if FCA were a democracy, you could just vote for the other guy.

  • AxlRock

    I did not know about Chryslers being rebadged as Lancias. Don’t care about the brand or the guy, but this sure was a bad move. And, so what Ferrari builds a crossover? I’m sure it won’t look like that.

  • Six_Tymes

    As I see it, and I am aware this is over simplifying a bit, but the major issue Marchionne has going against FCA is timing, in regards to market saturation. If they didn’t have that, then growth would happen steadily. There is so much competition and over saturation in the auto industry, its bound to have a negative affect on companies that are not well positioned worldwide.

  • Ilbirs

    Here in Brazil FCA is doing great considering all the turmoil that plagued the headquarters. Fiat has a diversified lineup, more than 600 dealers (considering the local context it’s a very big network) and still goes well against the other groups that we call here as the “four grand”, the groups that have longest presence in the country, the biggest infrastructure installed and usually are the four best-selling ones, comprising GM, VW, Ford and FCA, the last one being here since 1976 when it was just Fiat. In its huge infrastructure here installed (the Betim plant is the biggest unit of the group in the world and the second largest automotive factory in capacity, with an installed capacity of more than one million units/year), FCA do Brasil also managed to have one of the best chassis tuning teams in the planet, favored by the harsh conditions that a car must face in the country. The setup utilized in the Dodge Journey worldwide after restyling is a work made by Betim’s guys.
    FCA do Brasil also did a great job when started to grow Jeep’s lineup by making the Renegade locally at the plant located in Goiana, meaning that the dealer network must also be expanded to meet the selling goals of this product in the very disputed segment of small SUVs. The local operations did greatly an operation of having a separate showroom next to selected Fiat dealers (remember what I said about the size of Fiat’s network here and how big it is considering the local context). These actions reverted into Renegade being a best-seller of its niche, having a fierce dispute against the HR-V for the first place and rapidly outselling the two sole products that were available until 2015 (the Ford EcoSport Mk2 pre-restyling and the Renault Duster). The Renegade only declined in sales when another Jeep product was released: the second-gen Compass, one size up and taking by assault a segment that was usually a territory of Mitsubishi ASX (Outlander Sport for Americans) and Hyundai ix35 (the second-gen Tucson in U.S.). Not only premiered in the leading position of this segment but also became the best-selling SUV in all segments, as its price was close to the ones practiced on the top trims of Renegade. OK, it’s a Jeep outselling another Jeep and it’s all at home.

    The group also did great in the pickup trucks, when it was also the leader in the small ones derived from passenger car with the Fiat Strada, but after 2016 became the overall leader in this kind of vehicle after releasing the Fiat Toro, that made the Brazilian audience fell in love with it due to being by the size of an old Chevy S10 or Ford Ranger instead of going the bloating trend of other compact (we call here midsize) trucks. In the last years FCA also released a new engine (the Firefly, Fire’s replacement) and is releasing new products for Fiat brand, like Mobi (A-segment hatchback) and Argo (B-segment hatchback), for now waiting for the Cronos (Argo’s sedan version).
    Unfortunately I’m not seeing these talents being taken advantage on worldwide level as it should be and maybe these guys that not only do great in a market with a lot of particularities but also developed strong antibodies against mismanagements coming from the parent operations way before Marchionne’s administration could have some answers to be considered on how to lead FCA in enlightned paths. I see other groups using some Brazilian-developed talents in a planetary level way better than what I’m seeing FCA doing, as can be seen in VW and GM, for example. What is happening to FCA to not spread around the globe some good practices seen here remains a mystery and maybe some ego-related issues on the big guys in the Northern Hemisphere are restraining these people from going beyond the continent-sized nation where I live.

  • MarketAndChurch

    He should be replaced for the simple fact that he’s left Dodge and Chrysler to languish, and because he split off Ram from Dodge.

    • Bash

      Amen to that!

    • Liam Paul

      killing the dart and 200 was stupid and not replacing the avenger was more stupid of him, hell if anything they should had kept selling the avanger, it was doing good till the very end

  • Ilbirs

    Considering the internal brand groups that VAG made inside, Alfa Romeo would have been the entry-level for people in the Porsche’s profile and maybe could mean more maximization of the MSB (front-engine RWD) platform of the group. I consider this as a wise move from Sergio.
    For now I see VW in a situation that resembles a bit Old GM: too many brands, too many redundancies and some hunger of buying other brands to have some technologies instead of developing equivalent ones in house (see the failed partnership with Suzuki by acquiring 20-percent of it). There’s the problem that VAG now has more brands under its umbrella than what Old GM had in its peak. If today’s VAG will be the spiritual heir of Old GM we cannot tell but some patterns are showing and there’s the risk of these patterns lead to something like what happened to what once was General Motors Corporation.

  • Surya Solanki

    Some problems with this article —
    1. “He still hasn’t managed to resurrect Alfa Romeo” — “still”, seriously? It took Audi 15 years to go from a random wannabe premium brand to a proper competitor for BMW, Mercedes. Do you really think Alfa can achieve that in three years? Resurrecting Alfa is going to be a long-drawn process and the reason why Sergio hasn’t added new models is owing to the high costs.
    2. “He can’t close a deal with another manufacturer” — what about FCA’s deal with BMW to develop autonomous technologies and partnership with Hyundai for fuel cell cars? Did you do any research?
    3. “He is going to build a Ferrari SUV” — Apart from increasing volume, the SUV will also increase profits. Yes, Ferrari is not about sales figures but it IS about profits.

    FCA wouldn’t even exist if it weren’t for Sergio and finally, he is retiring at the end of 2018, so he’s leaving anyway. What’s the point of this article?

    • KareKakk

      1. Alfa has been aspiring as a BMW competitor since the 70’s… and has been seen as such by many.
      3. The world and the brand itself survived the introduction of diesel-powered Porsche’s…

  • Ed Ward

    Fiat and Alfa Romeo are money pits

  • smartacus

    Remove Sergio before Ferrari SUV sees the light of day.

  • Marchionne says electric cars are a dead end. Electric cars say Marchionne is a dead end!

    • gary4205

      Electric cars are a dead end.

      • Autoexperte

        the battery cars yes, fuel cell vehicles and hybrids not

        • smartacus

          hybrids are a dead end compared to battery cars
          …said no sane person ever!

      • Status

        Speaking of dead ends.

        • smartacus

          let’s leave your sex-life out of this 🙂

      • smartacus

        exactly

  • Matt

    He launched Alfa Romeo’s ‘first rear-wheel drive saloon’?

    Maybe you meant to say resurrected…

  • TheHake

    ANYONE that signed off the Fiat Tipo should be fired. It is horrendous.

    • Jason Panamera

      Tipo is really nice car but is imo too expensive for such overall effect.

      • TheHake

        It would be ok if it was 1/4 of it’s price, I agree…

        • Jason Panamera

          I’d still rather buy used Jaguar XF than a new Tipo. Fiat please, do something.

          • TheHake

            The Bravo was a pretty nice car. Much the same as a Guilietta. This Tipo is just a POS.

  • Jarosław Kotowicz

    Bravo won’t be missed? It’s a very good car. And that’s all about the actual Fiat lineup? And what about the new Tipo? It sells like hot cakes.

    • Yes, the author overlooked non-US Fiat models: Panda, Tipo, Bravo – to name just a few I see every day; without getting into numbers, Fiat is one of the most important makers in the small car market (B, C segment) in Europe.

  • Bo Hanan

    You get the feeling whoever wrote this article is related to an FCA Board of Directors member?

  • Craig

    The Chrysler brand has not been respected at all. Not since Daimler got its hands on it. Only a damn fool – like Marchionne – would have killed off the 200 AND the Dart. Should have kept one. [I would have kept the 200] It’s like selling your home and moving out only to discover you forget about where you’re going to live now. And Dodge? The Demon? Is that it? I seriously can’t figure out that Marchionne is doing. Does he have any ideas?

    • Dr Strangefinger

      Chrysler has only two models currently… the brand is now being given cpr. Sad.

  • Thomas

    What does it take to express an opinion (especially a written opinion)? Is it by chance that you inform yourself and study the least on the subject?
    The author ( ? – or is it a advertising report ? ) don’t have a clue. Nothig to see here.

  • JBsC6

    Sell FCA to china and call it a day…maybe flip jeep and Ram off before hand….as jeep and ram might be worth more without dodge and Chrysler brands. Fiat worthless, dodge? Chrysler? Lancia? And I owned a Lancia scorpion for over a decade and over a hundred thousand miles…at the time it was a beauty and I had a turbo motor and then a hot cam version of the 2 liter. Still a dead brand ..

    Shop jeep and ram in the USA…and if the Chinese are really ravenous…they will over pay for them all ..

    Alfa has a shot ..but a small one…it needs at minimum a partnership oh what the hell…let the Chinese buy alfa at the same time to close the deal on jeep and ram….

    The irony of jeep becoming a Chinese owned company is almost too much to bear…

    Let’s force a joint venture and keep 51 percent onto the Chinese as they have done to every American and European exporter to the Chinese market…

    Now that would be an insightful turn about.

  • Vitaly Plochotnikow

    Wow, it’s kind of soviet style propaganda))
    Btw, FCA received 4 billion profit last year, Bless you, Sergio!)

  • Scherpereel Clement

    He’s an inconstant moron ! The Ferrari SUV is just on of many inconsistency the guy has. He said also that Tesla would never work and sell well.
    He destroyed Maserati heritage, where are the Maserati Racing car ? Why the so beautiful Maserati GT has no replacement in sight ?
    The Maserati GT 2004 is the only luxury/sports car I ever try properly and it was a great experience, I don’t know why this car doesn’t sell more, the actual model is on of the best looking car on the market even with its 10+ years old. Unfortunately FCA didn’t upgrade the car with the latest tech so no fucking one is buying it !
    They should have fired his ass a long time ago !

  • Tumbi Mtika

    “It was he(Montezmolo) who put together the close-knit team of people who returned Ferrari to winning championships in F1 after two decades, and he was also the man who imposed a significant improvement on the quality of Maranello’s road cars.”

    He was also the guy who forced out Schumacher, That worked out well.

    • I kinda agree, di Montezemolo is not really a big corporate man, I don’t think he is the perfect person for this job.

  • Dr Strangefinger

    IDK… he wears sporty looking sweaters, so…

  • Walter Bova

    I am sorry to say this, but this article is full of inaccuracies.

    First of all Fiat has not only one model. 500 is not a model, it is a brand in the brand, and even though all the cars have the same name they are completely different from each other ( I drove all of them). And the little one, the 500, could stay on the market forever because it has a timeless beauty.

    Maserati and Alfaromeo are doing well. Alfaromeo has only two models, yes, but it takes a lot of time and money to reborn.

    I agree with you on the last point: Ferrari shouldn’ t produce an SUV, this type of car has nothing to do with ferrari history and dna. I hope they will change their minds.

  • disqus_tPKQvHixLR

    You really have no idea about what you are “talking”, have you?

  • Bash

    #bombshell
    Some say, Sergio’s real love and passion is french-fries, he loves making them and selling them, he has no passion for cars or management in the first place, that might explains it all.

  • FCA Face-Plant

    “FCA time is just in front of us. Next 5 years. Mark my words.”

    Agreed, the FCA face-plant is coming shortly. Seriously, Fiat’s quality control hasn’t improved since the early seventies; with the exception of the GranTurismo all other current Maserati models are just plain ugly—both inside and out; a major Alfa Romeo dealership in the States just bailed out (which is too bad, since Alfa priced itself out of the market to begin with versus rebuilding its base).

  • Liam Paul

    Dodge and Chrysler need products to sell. Dodge should had got a 200 version for the Avenger or they should had kept selling the Dodge Avenger as it was, If I recall, I thought I read the Avenger was Dodges best seller for those last 3 years it was made. The Dart should had been priced lower to sell more, most darts were 19k to 22k and they should had been priced between 14k for base models to 17k for loaded models which would had made more room for the Avenger and 200 to sell better and if the dart had been priced lower, it would had brought in people who maybe could not get approved for loans over 17k

  • Carmelo Van Cabboi

    Who wrote this article deserve to be fired

  • EyalN

    Lancia was dead for a very long time, Alfa Romeo is not in a good shape, Maserati is a unique brand, they can’t sell cars in the numbers mercedes do. if FCA invested in Dodge and Chrysler and keep Alfa and Maserati as small brands they would make more money.

  • mick

    Remember when FCA brands kept posting year over ear gains and the the truth came out that they were goosing sales and unwinding deals the next month? That has a lot to do with today’s sales declines. So does the abandonment of car sales for the most part in the USA. I have no issues with FCA finding its true base. What about the fact that FCA is on track to be debt free by mid year? Now will long in tooth models come back to bite? We shall see.

  • Michelin

    Why? Marchionne is the ceo of all FCA group ! South America brand too
    This is typical American aproach. Good sides of FCA are american, bad sides are Italian….
    They forget that Chrysler Group was a waste seven year ago ! Now FCA Made revenues ….

  • jbmadness

    His constant begging of other manufacturers to “merge” (i.e. buyout to raise his stock value) shows the middle management skill set this monkey has. This compounded with absolutely no new car plans for any Dodge/Chrysler besides to keep using a Mercedes platform from 3 generations ago is pathetic. Get you money back FCA.

  • Michelin

    We must remember that Steven year ago Chrysler Group was a waste.
    No one want it, Mercedes escaped, Renault leaved American Motors, Cerberus found failed ….
    Chrysler Group was a big trouble ! With FIAT help and Marchionne’s menagement finanziari datas are better.
    Past year FCA Made good revenues, reorganize some Jeep plants for new models.
    Sales are low in USA, but rise in Europe and other market.
    Maserati produced 2000 cars some years ago, Now 50.000 …
    Jeep produced 300.000 cars, Now 1.600.000 ….
    Alfa production is rising ! Ferrari produce more cars than Aston Martin and McLaren together !
    About PSA, i’m not sure Tavares ls happy to buy Opel, 2017 data are not good …
    Mary Barra and GM now are not in Europe. Is it a Victory ?

  • Lucas Mattos Azevedo

    A Lancia SUV would be a good move now, if thei didn’t have killed it…
    I think they could had put Lancia in a “Compact Luxury/Fashion” segment, like Mini or DS.
    Or some “Mid Premium” segment, betwin Fiat and Alfa Romeo.
    The Ypsilon was actualy a nice alternative in the compact segment, offering better styling and a better interior than it’s Fiat couterparts.
    That’s the way they were going actualy. The last Ypsilon was based on the 500 platform, and was prety nice. The Delta was basicly a better looking Bravo, witch wasn’t great, but wasn’t bad either. The dull interior was the biggest issue.
    The Chrysler rebranding was badly made, just putting new badges on the 300 and on the Town and Coutry wasnt a good move.
    If they had came up with a better version of the Delta, an new sedan (could be basen on the 300, but a different body, not just different badges) and later an SUV, Lancia would be doing pretty well in the “Mid Premium” segment, betwin Fiat and Alfa Romeo, who could skip the Mito and go straight to more upscale models to go agaist the germans.
    But…
    I still hoping to se Lancia coming back in the future.

  • autosharero

    I agree, Fire this fucktard. I have said this before, and I am holding my argument. I have commented about this guy every time I had a chance. He doesn’t think electric cars are the future because they are not making money…for him.
    Because of people like him, in management positions is the car industry where it is now. Look at the abominations Fiat and Maserati are producing, and I really don’t want to say anything about Lancia and the american cars. I can’t wait for the day when this idiot is not going to work in the auto industry anymore.

  • As a an auto manufacturer, at this point, if you want to get out ahead of the curve, there is only one thing you can and must do: Electrify. That is the future. Indubitably. It would be exceedingly difficult. The spend would be prohibitive, and much would have to be cut. But this hard path would pay off in the long term; if you could get the shareholders behind it. If he is not going that path, and the brand is in this much trouble, then my prediction is simple. Chrysler will die. The only issue now is, can the brands with cachet left be spun off? Jeep, Fiat, Dodge (maybe), Ferrari. Ferrari no doubt. Alfa, you ask? Nah. Italians cannot be mid-premium. The Germans have that tied up. Dodge may have a future in the pickup and utility segments. Forget muscle cars. Thats not the future. Fiat? Yes. Mini electrics in europe, asia and south america. Jeep? Very niche, but, once again, electrify.

    This would be hard at the best of times. Its now impossible to turn this FCA behemoth around. I say start offering brands to manufacturers. Or, maybe, the whole thing to the chinese.

  • CarlH cpl

    This article is completely wrong. First of all the important is not sell cars but sell cars and make profit. So if FCA has decide to stop sell car with little margins (chrysler 200 for example) or stop sell to rent firm is normal reduce the volume and encrease the margins. In this moment the margin per car of FCA is higher then Ford. So Marchionne is not failing he is doing what Ford ans GM will do. Sedan cars make big volume and little margins (the truck is the opposite).
    Second FIAT range is not only what you mentioned Fiat have different cars for different market.
    The clear philosofy of Marchionne is to invest where the margins are clear letting other car firm to risk money in research that at this moment are unprofitable (ev). Because at the and the ev cars technology is made by the batteries (panasonic) power engine (bosch) software (google, apple, samsung). Who invest in internal system is losing money (Tesla) and the risk is to fail because the batteries technology is not sure will be based on lithium (graphene in the future?). Better wait when the technology is mature and collaborate with consortium to remain updated.
    In this moment against the fan of EV and who don’t read the financial data FCA and Marchionne are winning. The fact that a Chinese firm can buy FCA is pure fantasy because FCA make 10 times the revenue of the big Chinese Firm and make more profit. FCA that buy a Chinese Firm have more sense but is not possible because China is not a market economy.

  • Andys

    Lancia was dead long before Marchionne time. Alfa sale for VW would been disaster for marque, who the would buy Audi dressed with Alfa badge. This article has some very weird conclusions. Fiat 124 is more fun to drive than MX5

  • Bob White

    The author makes some good points but keep in mind, that without Marchionne, Chrysler, Dodge and Ram wouldn’t exist. He’s the one who convinced the government to keep Chrysler whole and to give it to him to save a few jobs.

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2019 BMW X7: As Big As A Cadillac Escalade, As Luxurious As A Rolls Royce

It’s bigger and bolder than the BMW X5, but it is beautiful?.

2019 Nissan Titan and Titan XD Get Minor Price Boosts, Start At $30,390

The 2019 Titan gains new tech features despite a modest price increase of $60.

Shady Dealers Settle With FTC For Sending Fake Recall Notices To Drum Up Business

The dealers sent more than 21,000 fake recall notices to unsuspecting owners.

The Corvette ZR1’s Supercharged V8 Is Now A 755 HP Crate Engine

The new crate engine will debut in a customized 1973 Chevelle Laguna.