Following Fiat’s move to finalise its takeover of the Chrysler group earlier this month, the combined entity has emerged with a new name and new logo.
Breaking down the new brand, the company says the ‘F’ represents “concreteness and solidarity”, the circular ‘C’ is for “wheels, movement and continuity”. Keeping to that theme, the ‘A’ represents “energy and a perennial state of evolution”.
The group plans to use “FCA” as an acronym, which it says will help create a transition from the past, without severing the roots.
The new logo will be adopted immediately, even before the paperwork finalising the takeover by Fiat has been completed.
And, despite Fiat’s Italian roots and Chrysler’s home in the US, the new company has been officially established in The Netherlands.
“Today is one of the most important days in my career at Fiat and Chrysler,” CEO of Fiat and Chairman/CEO of Chrysler Group, Sergio Marchionne, said.
“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.”
Fiat Chrysler Automobiles will present a long-term business plan at the beginning of May, with the financial transaction expected to be completed by the end of the year.