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Legacy names to be used by Chrysler Group, LLC.

Thursday, 16 July, 2009

It is early in the process. Based upon what little information is available, chassis now known as Alfa Romeo and Fiat vehicles shall come to the United States with minimal modification and sold as Dodge and Chrysler models. A new chassis may become the new Chrysler 300 and Dodge Charger siblings, and become a new executive Fiat or Alfa. Chrysler will sell small vehicles two classes below what is offered today. Unique to North America models such as the Ram and Dakota pickups may find new markets overseas. With certainty the Panda 4×4 Cross will come over as the most fuel-efficient Jeep in the marque’s history.

In order to establish consistency with the existing legacy and to save tonnes of money on focus groups I recommend using U.S.-market legacy names for all new vehicles. What follows is a list compiled from a few hours cruising Wikipedia. The list has some crossing between size classes.

  • Small
  • Amitron, Arrow, Bantam, Champ, Dart, Electron, Gremlin, Hornet, Jet, Lark, Metropolitan, Omni, Rambler, Reliant, Satellite, Valiant

  • Mid-size
  • Cambridge, Champion, Clipper, Coronet, Concord, Dart, Essex, Jet, Matador, Mirada, Monaco, Polara, Rambler, Reliant, Savoy, Tarpon, Satellite, Valiant, Wayfarer, Windsor

  • Full-size
  • Belvedere, Cranbrook, Diplomat, Fireflite, Fury, Gran Fury, Lafayette, Matador, Monaco, Newport, New Yorker, Patrician, Powermaster, Terraplane, Wayfarer, Windsor

  • Sporty
  • Barracuda, Champion, Daytona, Fuego, Javelin, Jet, Lark, The Machine, Marlin, Tarpon, Terraplane, Wasp

  • Trucks and Utilities
  • Adventurer, Bantam, Comanche, Commander, Cowboy, Dover, Gladiator, Honcho, J-series, K-series, KB-series, L-series, Overland, Powermaster, R-series, S-Series, Scout, Scout Terra, Sportsman, Tradesman, Transtar, Voyager, Wagonaire

Specific recommendations:

  • Fiat 500 becomes Chrysler Metropolitan with the rag top taking the name Metropolitan Landau by historic precedent. I know the pride taken in the only properly executed “retro car” in the world, however making it as a Chrysler can keep the confusion down. Why would Fiat become a one-vehicle marque in such a large market?
  • Fiat Panda 4×4 Cross becomes Jeep Scout.

Divisions for research: Chrysler, Dodge, Jeep, Desoto, Plymouth, Nash, Hudson, International Harvester, Rambler, AMC, Studebaker, Fargo

I presume some connection between IH and Fiat as Case-IH is now a division of Fiat, SpA. I realize that all IH road-going vehicle IP might belong to Navistar, or Navistar may not care, or the trademarks may have elapsed … but I’m going with it.

I also presume the urban legend that Studebaker’s IP is no longer held by the successor Studebaker-Worthington, nor licensed with the Avanti name. I do not recommend using Studebaker, but rather certain model names which are not disturbing in contrast to Dictator or Scotsman.

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