I am not sure what the Chrysler brand or lancia brand represent anymore.

It certainly is not premium or quality.

Love seeing the Lancia badge when travelling through Italy, I'd be very tempted by the Ypsilon but the Chrysler badge puts me off

Another marque about to bite the dust. Great shame. There was a Top Gear episode years ago when the team chose their favourite car marque of all time and it was Lancia. Style, rally winning, sheer driving pleasure and an impressive list of motoring innovations (first car with a full electrical system; monocoque bodyshell; 5 speed gearbox; V6 engine; independent suspension...)
If Lancia hadn't suffered the curse of the rusting Betas and the inevitable badge engineering which started with Fiat's takeover in 1969 and the recent Chrysler merger, who knows how Lanca might have fared?

Another example of a truly crass decision by men in suits.

Chrysler has never been a brand with any sort of image in the UK (with the possible exception of the monolithic 300C): Lancia evokes more good memories than bad in my generation (and they weren't by any means the only cars which rusted prematurely in the 70s and 80s). And for younger people the Italian brand Lancia surely sounds more attractive than anything from the US.

I'm not being anti-American but the last time US cars sold well here was in the 1930s.