The Fiat-Chrysler alliance has revealed its new corporate logo and brand identity to be known as form as a fully integrated global automaker. Set to be called ‘Fiat Chrysler Automobiles’, the new identity mainly reflects on the strengths of both Fiat and Chrysler.
The rebrand has resulted in the formation of Fiat Chrysler Automobiles, in the Netherlands, as the parent company of the group. However, the brand’s common shares will be listed in New York and Milan.
Commenting on the unveiling of the brand’s new identity and logo, John Elkann, Chairman of Fiat, says, "A new chapter of our story begins with the creation of Fiat Chrysler Automobiles. A journey that started over a decade ago, as Fiat sought to ensure its place in an increasingly complex marketplace, has brought together two organiszations each with a great history in the automotive industry and different but complementary geographic strengths. FCA allows us to face the future with a renewed sense of purpose and vigor."
Sergio Marchionne, CEO of Fiat and Chairman/CEO of Chrysler Group said, "Today is one of the most important days in my career at Fiat and Chrysler. Five years ago we began to cultivate a vision that went beyond industrial cooperation to include full cultural integration at all levels. We have worked tenaciously and single-mindedly to transform differences into strengths and break down barriers of nationalistic or cultural resistance. Today, we can say that we have succeeded in creating solid foundations for a global automaker with a mix of experience and know-how on a level with the best of our competitors. An international governance structure and listings will complete this vision and improve the Group's access to global markets bringing obvious financial benefits."
