Fiat-Chrysler Alliance: Launching the Cinquecento in North America Harvard Case Solution & Analysis

To optimize their effectiveness, colour cases ought to be printed in color. Fiat ended its 27-year absence in the North American automobile market when the very first Cinquecento (500)-a really small, iconic Italian auto that had strong sales in Europe-was delivered on March 10, 2011.

The Italian automaker re- entered the marketplace through an alliance with Chrysler, the American automaker Fiat got in April 2009. For Laura Soave, the head of Fiat Brand North America, the first delivery of Chrysler Group marked a watershed in a journey that began 12 months before when she first took responsibility for re-launching the Fiat brand in North America.

 As the first product of the Fiat-Chrysler alliance, the results of the Cinquecento launching would signal how the integration of operations, and in particular the sharing of technology, platforms, parts, manufacturing plants, and distribution networks would drive the long-term health of both Fiat and Chrysler. This case examines the various tactical and operational challenges Soave confronted through the process.

PUBLICATION DATE: May 11, 2011 PRODUCT #: 611037-PDF-ENG

This is just an excerpt. This case is about STRATEGY & EXECUTION

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Fiat-Chrysler Alliance: Launching the Cinquecento in North America

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