Last year was wonderful for Chrysler Group in America. For the first time in 5 years, the group’s market share surpassed the 11% barrier market share. It means that Chrysler’s share is higher than the year before the financial crisis started. However, it is still far from a decade ago when it reached 13.1%. Anyway Chrysler USA is perhaps the division of the group with better results in 2012 and allowed Fiat-Chrysler to increase its global sales. It was possible thanks to 2 facts: Americans are buying cars again. And Chrysler is making use of that, by offering better cars (in terms of quality) through excellent marketing/ad campaigns. One of the first things that Marchionne and his team did when Fiat bought 20% of Chrysler was to focus on quality. 4 years later the results are clear: consumer likes Chrysler products because it is a quality car. Nevertheless there are many things to do yet. But the important thing is that the first step (quality products) is almost accomplished and it will be a good base for next step (to increase market share). In this post I will analyse total market’s results and the position of Chrysler Group, which must use its enormous success to keep it and offset Fiat problems in Europe.
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