- The Lancia Delta and Ypsilon are now being marketed in the U.K. with new faces and a new brand: Chrysler.
- The Chrysler Delta retails for $25,600, while the Chrysler Ypsilon is priced from $16,400.
- In continental Europe, Lancia is selling rebadged Chrysler products.
LONDON — The Lancia Delta and Ypsilon are now being marketed in the U.K. with new faces and a new brand: Chrysler.
The move is part of corporate parent Fiat's broader strategy to consolidate the Lancia and Chrysler brands in Europe, where both have suffered from declining sales and fuzzy identities.
The Lancia brand has replaced Chrysler in most continental European markets, with Lancia beginning to sell rebadged versions of American-designed models such as the Chrysler 200 (rebranded as the Lancia Flavia) and the Chrysler 300 (rebranded as the Lancia Thema). Even the familiar Chrysler minivan has been renamed the Lancia Grand Voyager.
Lancia, however, is not sold in the U.K., but that hasn't stopped Fiat from mildly face-lifting and rebadging several Lancia models as Chryslers, including the compact Ypsilon and the midsize Delta.
The Chrysler Delta was first seen as a prototype at the 2010 Detroit Auto Show. The production Delta that is now on sale in the U.K. retails for $25,600, while the Chrysler Ypsilon is priced from $16,400.
Inside Line says: This feels like one of those ill-advised moves where 1+1 equals something less than 2.
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peterk222 says:
10:29 AM, 03/16/2012
The new Chrysler Delta is sold in the UK as Chrysler while in rest of Europe as Lancia. Visit manufacturer's website at www.chrysler.co.uk/delta for more details.
veryhrm says:
02:37 AM, 10/06/2011
i kind of like the Delta. Don't know anything about its performance but i wouldn't disqualify it on looks. (i MAY disqualify it because it's a Fiat... but of course this is moot because they won't bring this stuff over. )
As far as the branding decision... who knows why marketing people do what they do. Badge engineering was all the rage here in the 80s and 90s... maybe it's in fashion again.
coolb944 says:
03:19 PM, 10/05/2011
I'm surprised about all the negativity on these cars. I actually think they look really good. Chrysler could certainly use vehicles completely different from what they have sold in the US before, and it would be cool to see these come here. I looked inside Lancias while I was in Italy, and they actually have pretty nice interiors, much better than the interiors Chrysler used to put out, and at least on par with the current upgraded interiors, if not slightly more interesting in design.
jscion says:
02:04 PM, 10/05/2011
I actually think the Delta and Ypsilon are pretty cool looking. Chrysler needs cars that are nothing like what they've been selling. I don't think the Delta would do well but the Ypsilon could be a hit.
urbansophistic says:
12:15 PM, 10/05/2011
Looks like a PT Snoozer with the proportions of a Toyota Prius.
So now the question is, what will Fiat do when the realize that Chrysler has a terrible reputation in the UK as well?
And on the matter of this Fiat-Chrysler arranged marriage, what are the chances it won't end in divorce like the Daimler-Chrysler union did in less than a decade?
Furthermore, even Fiat is avoiding being associated with Chrysler in the US market... notice how the new Fiat 500 is being sold at completely seperate dealers.
davicho says:
11:11 AM, 10/05/2011
The Ypsilon looks too much like a PT Looser...not a good thing!
goaterguy says:
11:03 AM, 10/05/2011
Actually Chrysler needs vehicles that are what they were not known for!
wikiwiki says:
08:02 AM, 10/05/2011
This is why I had to bail them out?
mrwhopee says:
07:48 AM, 10/05/2011
About the most unlikeliest Chrysler ever. These cars are everything Chrysler not known as. Very weird kind of branding indeed. Kinda like iPhone-branded dumbphones or PETA branded fur coat.
abg2 says:
07:39 AM, 10/05/2011
A Lancia PT Cruiser. UGGGGGLY!!