Frankfurt: Lancia Thema Is Rebadged Chrysler 300

Its September - hard to believe, the year has gone by quickly! For most, summer is over and we're heading back from vacations to work and school. The return also means the auto industry is set to get to business introducing new models and concepts.

The Frankfurt Motor Show takes place this month and we've already seen significant launches from Audi with an S lineup of models along with Land Rover and the DC100 Concept.

Now comes an official introduction for a model we've been expecting for a while; the Lancia Thema, a rebadged Chrysler 300. Fiat has taken to relaunching Lancia using rebadged Chrysler models. The decision to pair the two has resulted in the importation of the Town & Country along with the Chrysler 200 convertible. The Thema will serve as a flagship.

The Thema is perhaps at one of the purest forms of rebadge; the grille badging are the only elements restyled on the exterior. There are no new body panels or Lancia-specific elements to be found. Surprisingly though, it doesn't look quite as out of place as a Lancia as we thought.

For the more demanding European luxury market, the interior gets some material upgrades, along with new interior colors, leather and wood trim. They help to increase the upscale ambiance of the Thema's cabin; got to love Italian interior design.

The Chrysler 300 is a pretty impressive product that we've taken a liking to after seeing in person. But how will the Italian market take to a rebadged Chrysler as a flagship? We'll see soon enough. Hopefully, for the next-generation Thema (if there is one), it will simply share a platform with its Chrysler counterpart. In the meantime, let us know what you think of the Thema.