Perhaps unsurprisingly following its 'near death' experience in 2009, Chrysler has little to shout about this year. Instead it seems to be relying on its new owners at the Fiat group to provide the pizzazz on its Detroit show stand.
Interspersed between the largely unmolested ranks of carried-over Chrysler, Dodge and Jeep models, various products from the Fiat group have been sprinkled, including a Lancia Delta with a hastily stuck on Chrysler grille - although this is apparently a symbolic gesture as there's no plan to sell the Delta in the US.
Other highlights include the stunning Ferrari 599XX concept, a Maserati and a couple of Fiat 500s. The overall effect on the stand is a bit of an unplanned 'mish-mash', and possibly one to leave Ferrari and Maserati brand managers back home in Italy feeling quite queasy as their precious 'brand values' are messed with.
Still, it's fun for us to get a Ferrari in the same photo frame as a Dodge Challenger or Viper, and at least the Italians thought to bring some girls with them. The tone of the show has been more about sombre grey suits than bright young things this year, perhaps another result of the financial crisis - oh well, there's always Geneva!
On a more serious note, Chrysler has taken the opportunity to announce a major overhaul of its powertrain offerings, again thanks to Fiat group's intervention.
"Chrysler Group will attain leadership by rapidly applying Fiat Powertrain technologies such as Multiair, direct injection, turbocharging and transmission systems to its powertrain portfolio," said Paolo Ferrero, boss of Chrysler Powertrain.
"By 2014, more than 80 percent of Chrysler Group's current powertrain line-up will undergo a complete makeover.
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