Chrysler 2014 Annual Report Download - page 46

44 2014 | ANNUAL REPORT
Overview of Our Business
Fiat: Fiat brand cars have been produced since 1899. The brand has historically been strong
in Europe and the LATAM region and is currently primarily focused on the mini and small
vehicle segments. Current models include the mini-segment 500 and Panda and the
small-segment Punto. The brand aims to make cars that are flexible, easy to drive, affordable
and energy efficient. The brand reentered the U.S. market in 2011 with the 500 model and, in
2013, the 500L model. Fiat continued expansion of the 500 family, with the introduction of the
500X crossover, which debuted at the Paris Motor Show in October 2014. Fiat also recently
launched the new Uno and the new Palio in the LATAM region.
Fiat Professional: Fiat Professional, launched in 2007 to replace the “Fiat Veicoli
Commerciali” brand, offers light commercial vehicles and MPVs ranging from large vans
(capable of carrying up to 4.2 tons) such as the Ducato, to panel vans such as the Doblò
and Fiorino for commercial use by small to medium size business and public institutions.
Fiat Professional vehicles are often readily fitted as ambulances, tow trucks, school buses
and people carriers (especially suitable for narrow streets) and as recreational vehicles
such as campers and motor homes, where Fiat Professional is the market leader.
Jeep: Jeep, founded in 1941, is a globally recognized brand focused exclusively on
the SUV and off-road vehicles market. The Jeep Grand Cherokee is the most awarded
SUV ever. The brand’s appeal builds on its heritage associated with the outdoors and
adventurous lifestyles, combined with the safety and versatility features of the brand’s
modern vehicles. Jeep introduced the all-new 2014 Jeep Cherokee in October 2013
and recently unveiled the Jeep Renegade, a small segment SUV designed in the U.S.
and manufactured in Italy. Jeep set an all-time brand record in 2014 with over one million
vehicles sold.
Lancia: Lancia, founded in 1906, and part of the Fiat Group since 1969, covers the
spectrum of small segment cars and is targeted towards the Italian market.
Ram: Ram, established as a standalone brand separate from Dodge in 2009, offers a line
of full-size trucks, including light- and heavy-duty pick-up trucks such as the Ram 1500
pick-up truck, which recently became the first truck to be named Motor Trend’s “Truck
of the Year” for two consecutive years, and cargo vans. By investing substantially in new
products, infusing them with great looks, refined interiors, durable engines and features
that further enhance their capabilities, we believe Ram has emerged as a market leader in
full size pick-up trucks. Ram customers, from half-ton to commercial, have a demanding
range of needs and require their vehicles to provide high levels of capability.
We also leverage the more than 75-year history of the Mopar brand to provide a full line of service parts and
accessories for our mass-market vehicles worldwide. As of December 31, 2014, we had 50 parts distribution centers
throughout the world to support our customer care efforts in each of our regions. Our Mopar brand accessories allow
our customers to customize their vehicles by including after-market sales of products from side steps and lift-kits,
to graphics packages, such as racing stripes, and custom leather interiors. Further, through the Mopar brand, we
offer vehicle service contracts to our retail customers worldwide under the “Mopar Vehicle Protection” brand, with
the majority of our service contract sales in 2014 in the U.S. and Europe. Finally, our Mopar customer care initiatives
support our vehicle distribution and sales efforts in each of our mass-market segments through 27 call centers located
around the world.