Fiat Chrysler Automobiles is a “house of brands” and that ensures it will be one of the few traditional automakers to survive the disruption the car industry is facing from the rise of electric and self-driving cars, CEO Mike Manley said.
Manley’s vision, like that of his iconic predecessor Sergio Marchionne, is based on the view that distinctive brands such as Jeep, Alfa Romeo and Maserati give the Italian-American company an advantage over mass-market producers.
Manley, 55, who succeeded Marchionne in July a few days before he died, is under pressure to deliver a turnaround of the automaker’s unprofitable Asia business and revamp its European operations amid massive investments needed to guide Fiat Chrysler into the era of self-driving electric cars and new mobility services.
