2010 Detroit: Let the Chrysler Badging Begin

2010 Detroit: Let the Chrysler Badging Begin

We've been told to expect rebadged products from the Fiat portfolio heading to Chrysler dealerships and this looks like the first step. Those looking for a Lancia Delta hatchback in the U.S. should be jumping for joy about now.

We heard a few weeks ago that the rebranding of Lancia vehicles was a possibility, but we were still pleasantly surprised to see a new model on Chrysler's stand next to a handful of badge-only special editions. In all that domestic rebadging, though, no one seems to have come up with a new name for the Delta. For now, it's simply known as the Chrysler Lancia. From the looks of things, it's a Lancia Delta with new-age Chrysler badges and a Chrysler corporate grille, and truth be told, it doesn't look that bad.

The real question is what this car represents. It very well could be a peek into the future Chrysler lineup, one populated with Fiat models. On the other hand,


it could also be a look at Fiat's strategy to rebrand some its models worldwide as Chryslers thanks to the American brand's better name recognition in some markets. For their part, Chrysler isn't saying why it's here, but it's a good bet that they're testing the waters in Detroit for Italian rebadges.

What do you think? Should Chrysler give this idea the go-ahead and start building Chrysler Lancias for the U.S. market? Share your thoughts in the comments below.

 source by automobilemag