As the 50:50 merger between Peugeot S.A. (“Groupe PSA”) and Fiat Chrysler Automobiles N.V. (FCA) becomes closer, the two companies have released the name of their new identity once the merger is complete – STELLANTIS.
According to an official press release, STELLANTIS is rooted in the Latin verb “Stello” meaning “to brighten with stars”. It draws inspiration from this new and ambitious alignment of storied automotive brands and strong company cultures that in coming together are creating one of the new leaders in the next era of mobility while at the same time preserving all the exceptional value and the values of its constituent parts.
STELLANTIS will combine the scale of a truly global business with an exceptional breadth and depth of talent, know-how, and resource capable of providing sustainable mobility solutions for the coming decades. The name’s Latin origins pay tribute to the rich history of its founding companies while the evocation of astronomy captures the true spirit of optimism, energy, and renewal driving this industry-changing merger.
The companies have been working on a new name for the new company since their announcement of merging together in October of last year. It will mark the first time that the Chrysler name, will not adorn the core Chrysler brands since 1924.
We reached out to the late Walter P. Chrysler’s great-grandson, Frank Rhodes for comment about his great-grandfather’s name being absent for the first time from the car company that he originally started in 1924. Here is what Mr. Rhodes had to say back in January…
It has been a long time coming. That being said, we need to preserve the brand and at least it looks safe for now. Carlos Tavares, CEO PSA said he would keep all of the brands.
Chrysler should expand and go after Lincoln. I did think of a corporate name, PFC Corporation. However I thought I heard that none of the existing corporate names will be used. Maybe out of fairness since no one wants to look like they have the upper hand.
The fact is that Tavares has the leading vote, 6-5 and however you slice the cake he and the French Government are in control. Remember how Chrysler and Mercedes had a “merger of equals”? – Frank Rhodes, Great-Grandson of Walter P. Chrysler
The press release states that the STELLANTIS name will be used exclusively at the Group level, as a Corporate brand. As for the next step, a global logo will be unveiled along with the new name to create the corporate brand identity. The names and the logos of the STELLANTIS Group’s constituent brands will remain unchanged. This includes Chrysler, Dodge, Jeep®, Ram, Alfa Romeo, Fiat, Lancia, Maserati, Peugeot, Citroën, DS, Opel, and Vauxhall.
The completion of the merger is expected to occur in the first quarter of 2021. Of course, it is subjected to customary closing conditions, including approval by both companies’ shareholders at their respective Extraordinary General Meetings and the satisfaction of antitrust and other regulatory requirements.