Fiat Chrysler Chief Executive Sergio Marchionne took a trip to California recently, and it seems it was more for business than pleasure. While in California, Marchionne met with Tim Cook, CEO of Apple, and Elon Musk, founder and CEO of Tesla. He also took a ride in Google’s self-driving car, possibly signifying Chrysler’s move towards green car technology.
With stricter environmental standards every day, Fiat Chrysler is looking for alternatives. With interest in Google (a self-driving car), Tesla (clean car technology), and Apple (which could be developing a car of its own), we may see new Chrysler partnerships soon. The competition is only going greener every year, so Chrysler seems interested in at least exploring the technology, if not developing a car of its own.
A failed partnership with Daimler AG and bankruptcy in 2009 left Chrysler in a bad place. The brand was struggling and fell out of the luxury market due to the lack of customer interest. In 2011, Fiat nabbed Chrysler shares from the United States Treasury and the recovery began. In 2014, Fiat took full ownership of the brand.
New designs and updated technology quickly pushed Chrysler back into the American luxury market. Fiat also benefited, introducing new models and trims for several older models as well.
Back in the running with lessons learned, Chrysler isn’t looking to repeat its past, and jumping into green car technology may be the best way to avoid it.
We at Cronic Chrysler are ecstatic about what a partnership with Google, Tesla, or Apple could mean for the brand’s future!