Fiat Unveils "Brand Roadmap," But How Does Chrysler Get To There From Here?

Fiat CEO Sergio Marchionne dropped a two-inch thick binder on attendees at his briefing on the future of the Chrysler Group at the American company’s headquarters in suburban Detroit – his newly hatched five-year plan. But the plan Marchionne unveiled for Chrysler didn’t impress dealers, analysts and journalists who attended as anything near a foregone conclusion.

Many want to give Marchionne the benefit of the doubt about a long-term “brand roadmap” that foresees new Fiat-designed cars taking over the Chrysler fleet beginning in 2012. The problem is: How does Chrysler get from here to there? Drawing paths in the dirt?Continue reading...