Marchionne had hoped to relaunch Italian cars in the U.S. by bringing the appealing 500 to these shores, but the response has been less than robust. The dealer rollout has gone more slowly than expected, and stable gasoline prices don't give U.S consumers a compelling reason to buy minicars. Mostly bragging rights are at stake here -- the 500 doesn't contribute much to Chrysler's bottom line. Relighting sales will give marketing whiz Olivier Francois a chance to try out some new ideas because it looks like J.Lo ads during football games aren't going to move the metal for him.
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