We’ve all been eagerly awaiting the change at Chrysler that’s certain to come with Fiat taking the helm, and with a number of Alfa Romeo and Fiat models already in the pipeline, the company is now talking brand strategy. And that’s what has Chrysler’s Peter Fong talking about surpassing Lincoln and Cadillac.
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The luxury car market hasn’t traditionally had to tempt buyers with anything more than exclusivity, style and power. But with luxury car sales down nearly 32% this year, luxury carmakers are resorting to tactics traditionally reserved for the commodity car brands.
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Toyota’s Lexus brand has held the title of America’s best-selling luxury brand for the last nine years, but BMW is looking to dethrone the Japanese automaker by year’s end. Through the first eight months of the year, BMW trails Lexus by just 2,293 sales.
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