Fiat CEO Sergio Marchionne say he will change Chrysler, Dodge name to Fiat why?

I'd really like to see your source, because there is no way in hell that he would even consider doing that. Fiat has a 52% stake in Chrysler. It isn't like it isn't an American brand anymore. General Motors has owned Holden since the 1920s. That doesn't mean that it isn't an Australian Brand. It just means that every so often we'll see Australian developed cars like the GTO and the 5th Generation Camaro wash up on our shores. So essentially it is the same way between Fiat and Chrysler. European Fiat dealerships sell some Dodges and Chryslers branded as Fiats, and on the American shores, some Fiats and Alfa Romeos could be sold as Dodges and Chryslers (and Fiats).

It's now 'his' to do with as he pleases. But, seeing how Fiat doesn't have a very good rep in the U.S. he could be cutting his own throat, also.......