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Chrysler embarks on new brand strategy with Ypsilon and Delta

Chrysler will be targeting customers that are “not locked into a brand” with its Ypsilon and Delta.

Chrysler brand president and chief executive officer Saad Chehab, believes will readily be accepting of the new models which are rebadged Lancias.

He said: “These days Apple is perceived as a top US brand, yet most of its products are made in China. The Ford Fiesta which does so well in the UK and US is built in Germany, Buicks are Opels. There is a much bigger acceptance amongst consumers.

"We want to be seen as a cool brand and this is a good opportunity for us. The cars have the looks and price appeal. We are looking for customers who are not locked into a brand. I am most excited by opportunity in the UK which I see as an extension of the US. Bridging the classes, cool and confident."

Chehab said Lancia and Chrysler are both the third child in their families which means they will be free to innovate and do "crazy things".

He said: "Both also have a premium approach and over time they have evolved.

"This is another new start for Chrysler. We are getting it right again on the other side of the Atlantic and we now have to transfer that comeback to the UK."

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