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Recognized and admired worldwide, is one of the strongest brands in any industry. But for Fiat Chrysler to give up its star player to a Chinese automaker, as has been suggested by recent reports, would be a supremely boneheaded move. Good morning Welcome to The Morning Shift, your roundup of the auto news you crave, all in oneRead more Read. All of this feels familiar. In 1. 98. 6, Renault was looking to pull out of the U. S. market by selling American Motors Corporation to Chrysler. But, as Jason Vines and Joe Cappy write in their book The Last American CEO, there was a major sticking point in the negotiations, namely that Chrysler only wanted Jeep, and Renault wasnt willing to part out AMC In reality, Chrysler really was only interested in buying the Jeep brand, product line, manufacturing facilities, and engineering team masters in the art of four wheel drive. But it was obvious fairly early in discussions between the parties that the just Jeep position was a non starter for Renault. To get Jeep, the French made clear, all of AMC was going to have to be part of the deal. In much the same way as Renault didnt want to be left in the U. S. with a bunch of subpar brands with quality issues, Fiat Chryslerparticularly its American operations, FCA U. S. LLCwould find itself in a hell of a rut without Jeep. In 2. 01. 6, Jeep accounted for over 1 million of Fiat Chryslers approximately 2. U. S. and Canada, according to Good Car Bad Carthats about 4. And if you consider that more than 2. Jeep sales came from a simple, body on frame, solid axle Jeep Wrangler whose profit margins are almost certainly through the roof through the soft top because the platform and tooling are so old, you begin to understand how important Jeep is to FCA as a whole. For Fiat Chrysler to drop its gem would be to trade long term opportunity for short term cash. And while the companys U. S. operations would still have the strong and profitable Ram brand, it would also be saddled with struggling Alfa Romeo, Fiat and Chrysler brands. And it would have the Dodge brand which, right now, is mostly made up of cars built on an L Car platform from 2. SUV built in a Jeep plant. FCA would be left in the U. S. with, essentially a bunch of pickup trucks at Ram, some pretty sports cars that have a tendency to break down at Alfa Romeo, an excellent minivan as part of a disappointing Not Really Luxury brand at Chrysler, a bunch of small, often crappy Fiats that nobody wants to buy, the aforementioned large cars on the old Daimler platform at Dodge, and maybe the Durango and Im not sure how thatd work if its Jefferson North Assembly Plant went to the Chinese company. Thats just not a comprehensive enough lineup, and on top of that, the brands arent well defined compared to GM, Volkswagen, Ford or pretty much every other major automaker, who all have clear brand hierarchies. And while theres a chance that, with all the money from the sale, Fiat Chrysler U. S. LLC could make strategic investments to bolster the Ram and Dodge brands, and revive the ailing Chrysler brand, it seems like a hell of an uphill battle without perhaps their strongest warrior. Which is why possibly none of this matters, because I strongly doubt Fiat Chrysler will actually sell off Jeep by itself. Carburetor Jetting Software Engineer. For years now, FCA has been seeking a merger partner or a new parent company someone to alleviate the debt and bring down cost overruns and to help with future facing initiatives like autonomous vehicles and electrification. Selling Jeep, and only Jeep, would not fix any of those problems. Itd mean theyd lose their best and most valuable brand for some extra dough. Its like selling a kidney because youre short on this months rent. Its a bad move. Then again, if Sergio Marchionne is as desperate as he seems, who knows.