Chrysler is bringing back the famous Dodge Dart nameplate for their new Italian designed subcompact that they hope will appeal to BMW type buyers. The Alfa Romeo designed subcompact will have a decidedly European look and should give the Fiat controlled Chrysler company another hot new entry to market. Although the price starts in the $16,000 range, the new Dart is supposed to seem like a BMW, but at a Ford Focus pricing.
Chrysler hopes to recover money by offering 100,000 color and option combinations for the small car, which should considerably increase it’s profitability. Generally, small cars are far and away the least profitable that car makers offer, so such a wide array of options will make the car not only more personal to buyers, but also makes a car company a lot more money as well.
Fiat has the best of all worlds in their relationship with Chrysler. The federal government helped to force a marriage of Chrysler and Fiat, where Fiat doesn’t put any money into the company, yet controls Chrysler, and supplies products to sell and technology. That’s a pretty risk free way for Fiat to make a reentry back into the U.s. market after previous failures in the 60’s and 70’s. Fiat officially ended their last U.S. effort in 1982, however received some last life as the last Fiats brought here were Fiat X19 sportscars mildly restyled and marketed as Bertones by the private investor Malcolm Bricklin until 1987.
So far, the sales of new Chrysler vehicles seem to be doing well, and up significantly. So this latest marriage of Chrysler and Fiat seems to working pretty well this time out.