The future direction of the automotive industry points towards consolidation. A prime example of this is the upcoming union between Fiat Chrysler Automobiles and France’s Groupe PSA – two entities that have experienced multiple mergers recently. Instead of continuing with the cumbersome name ‘Fiat-Chrysler-Peugeot-Citroën-Opel/Vauxhall’, the merged group has opted for a fresh identity: “Stellantis.”
Stellantis. Take a moment to acclimate to this name before we continue. The name carries a distinct vibe reminiscent of vaporwave aesthetics, enhanced by its font, or it seems like a brand a TV advertisement might recommend you consult your physician about.
FCA and PSA express enthusiasm for the name and its stylish new logo, as highlighted in the text of a press release. The companies explain that “Stellantis” is derived from the Latin verb “stello,” meaning “to brighten with stars.”
According to statements, “Stellantis” will serve exclusively as a corporate brand at the group level while the existing brands under the Stellantis umbrella like Fiat, Dodge, Jeep, Peugeot, and more will retain their names and logos. A distinct logo representing the unified entity will also be introduced.
The merger between FCA and PSA, announced near the end of 2019, is anticipated to finalize in the first quarter of 2021. This merger realizes the long-held vision of the late FCA CEO Sergio Marchionne, who was actively seeking a merger partner to position the company strategically in an industry marked by consolidations aimed at cost reduction and leveraging economies of scale.
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