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Navigating the North Hall: A Look at Fiat-Chrysler’s Presence at NYIAS
Convention centers, much like casinos, are crafted with pedestrian traffic in mind. However, it is surprisingly challenging to find one’s way into the North Hall of the Javits Center, the expansive 1.8-million square-foot venue that hosts the annual New York International Auto Show (NYIAS). Situated on Floor 2, the North Hall is somewhat isolated, bordered by a food court and the main exhibition areas on Floors 1 and 3. The signage for Javits North is rather understated, leading visitors through a long, narrow corridor featuring various kiosks from companies such as Formula E and NASCAR, before finally reaching the hall itself.
Once inside, North Hall presents a vast, empty space that feels more like an emergency backup location than a key part of the auto show. It is reminiscent of a Greenbrier hotel set aside for automobile exhibitions if the primary space were to go awry. During this year’s NYIAS, Fiat-Chrysler hosted two rather solitary media days, showcasing the previously unveiled Chrysler Pacifica minivan and Fiat 124 Spider Abarth to a sparse audience. Some might describe the hall as doing somewhat okay—half-full rather than half-empty—while sharing the space with a similarly isolated Mitsubishi, a Tiny Homes exhibit, a local Camaro customizer, and a vehicle-wrapping demonstration. Reflecting on the scene while considering FCA head Sergio Marchionne’s remarks about "unrealistic dreams about consolidation" raises a crucial question: If merging is off the table, what plans does Fiat-Chrysler have for the future? The company’s showing in New York suggests a solid strategy is imperative for its continued viability.
A Unique Challenge
The unease extends beyond the solitary presence of Fiat and Chrysler. At NYIAS, the Dodge Challenger Demon—an eye-catching, high-performance vehicle—took center stage, complete with a post-show party featuring burnouts, fireworks, and Vin Diesel from Fate of the Furious. However, this standout isn’t a volume vehicle; it’s more of a promotional stunt aimed at reinforcing Dodge’s association with the drag racing culture. Similarly, the Jeep Grand Cherokee Trackhawk, powered by a robust Hellcat engine, highlights this trend. Although Maserati and Alfa Romeo had their displays on the main stage, they primarily showcased well-known models, such as the Maserati Levante and Alfa Romeo Stelvio, both of which are critical to their respective brands’ success.
Jeep and Ram Trucks serve as the backbone of Fiat-Chrysler’s sales, which declined by three percent globally in 2016 to 4.7 million vehicles, a downturn following a three-year surge in the auto industry. This sales figure is less than half of GM’s record of 10 million units sold in the same year. Much like Chrysler’s past strategy before the 2008 automotive crisis, FCA is now focusing on trucks and crossovers as its primary market approach.
Thanks to advancements in fuel efficiency across automotive categories, this shift isn’t as perilous as it once was, as larger vehicles may endure a sudden spike in gas prices. Still, FCA appears to have a limited lineup of exciting or new vehicles in their pipeline. Ferrari is no longer part of FCA, while Alfa Romeo and Maserati have exhausted their current offerings. Dodge is narrowing its focus to a niche market of muscle cars, and the new Jeep Wrangler isn’t expected to debut for several months. Although Ram Trucks continue to post solid sales figures, they primarily rely on special editions and a rumored competitor to the Ford Raptor.
Chrysler’s Current State
This brings us back to the Chrysler display in North Hall, where a selection of Pacifica minivans was accompanied by three examples of the aging second-generation Chrysler 300 and a lone Chrysler 200 sedan that has been discontinued. It is concerning to note that following the discontinuation of the Dart in September 2016, Chrysler, which was once a robust member of Detroit’s Big Three, now offers just two models—the Pacifica and the 300. In contrast, Alfa Romeo has more models available for the U.S. market despite its limited presence.
Marchionne’s remarks about potential mergers were not intended to extinguish the idea of consolidation, but rather to underscore the lack of interest in pursuing such options. This sentiment was vividly felt in the nearly empty North Hall, where Fiat and Chrysler maintained adjacent booths, each with a lone spokesmodel idly promoting her vehicle. Without an audience to engage, the models occasionally met and exchanged silent cues, leading to brief interactions characterized by playful gestures. Towards the end of the second media day, one observer noticed a conversation between a woman in white beside a minivan, gesturing anxiously about how much longer the event would last, and a woman in a fitted red dress who shrugged in response, encapsulating the stark emptiness around them.
Josh Condon is The Drive’s Deputy Editor.
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