After 4 years preparing, GAC-Fiat multi-brands strategy finallyis initialed this year.
At present, a senior manager of GAC-Fiat tells reporter “May this year, our seniormanagement will go to investigate Jeep of Chrysler in U.S.”
An insider of GAC-Fiat believes it is the beginning of Jeep start to step into China. Meanwhile, a senior manager of Chrysler tells the similarinformation to media that this month; Jeep China project will finally finds its solution.
WANG Qiujing, special vice general manager of GAC-Fiat tells media that “believe further cooperation between GAC-Fiat and Jeep will make its move. Years prepared multi-brands strategy shall speed up.”
According to people in automobile industry, GAC-Fiatmulti-brands strategy is tactic for later comer. Fiat experiences its similarfailure in China before. “Bring brand reputation by introducing more products and speeding up product layout is an important way.”
According to the senior manager of GAC-Fiat, the company will fly to Italy to investigate some modes of Fiat. The May they will go U.S to investigate some brands under Chrysler includes Jeep.
It definitely is preparing for Jeep China made for this trip.
At the Geneva Auto Exhibition this year, Mike Manley, CEO of Jeep, told media during interview that Cherokee and Renegade may be made in China first.
With the investigation, GAC-Fiat production capacity building is in front of face. The next half this year, the second plant of GAC-Fiat is expected to lay foundation. According to plan, annual capacity of the plant is about 160 thousand.
If Jeep China made project can make its decision this year, Jeep will be the second brand after Fiat joins GAC-Fiat. It will be an important symbol of multi-brands strategy.
As it known, besides Jeep, Alfa Romeo China market development is waiting for Malchow’s finally decision.
“With Chrysler resource, and another shareholder of us GAC has pretty good modes which will suit Chinese marketing as well.”John Burton tells media.
The above words make a foreshadowing for the next move. The above senior manager of GAC-Fiat says “We already think about self-owned joint venture brands. The mode of the brand probably will be introduced into new energy car.”
