Bloomberg Businessweek

Marchionne’s Unfinished Business

The rock star CEO had a blind spot: China. Now Fiat Chrysler must play catch-up
Marchionne

Two years ago, Cui Baochuan bought a Jeep Cherokee, attracted by the rugged, go-anywhere image of the $38,000 American SUV and its ability to navigate through the winter snows that can cover roads near his home in China’s Shandong province. Today the 46-year-old mobile phone store manager says he’s tired of buying the gas for his 20-mile commute. “This is a huge disappointment,” he says. “Next time I’ll get an SUV that’s more fuel-efficient.”

With customers such as Cui steering away from

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