Jeep brand Chrysler's global focus

Chrysler Group wants the Jeep brand and one other from its stable in every market. Photo / Supplied

Chrysler Group's Jeep brand will become the subsidiary's primary global make in the first half of next year as Fiat emphasises the Lancia nameplate in Europe, a top executive said.

Chrysler's minivan, the Sebring and 300 models will be rebadged as Lancias across most of Europe at the end of the first quarter or early in the second, said Michael Manley, Chrysler Group's international chief.

Manley said sharing models among the brands is part of a plan outlined by Fiat and Chrysler CEO Sergio Marchionne in November.

Chrysler aims for Jeep to account for half of Chrysler Group's international sales, up from closer to a third historically, he said.

The goal will be to have two brands - Jeep and one other - from the Chrysler Group in every market, Manley said at an event to introduce the new version of the Jeep Grand Cherokee last week in California.

"The brand is global, it's very well known everywhere around the world," said Manley. "With our partnership with Fiat we can now focus on Jeep as an international brand."

Fiat, which also owns Maserati and Ferrari, is trying to share engines and other parts among models from Fiat, Chrysler, Dodge, Jeep and Alfa Romeo brands to save US$2.9 billion ($4 billion) over five years.

Fiat controls the US carmaker through a 20 per cent stake granted as part of last year's US-backed bankruptcy.

In Europe, some Dodge models will also be sold and the Chrysler name will be kept on the minivan in Britain, Manley said.

Most of Lancia's approximately 125,000 sales annually are in Italy. Chrysler-badged vehicles will continue to be sold in Latin America and Asia, while the North American use of Chrysler won't change, he said.

- AP