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Stellantis mega-merger gets approval from FCA, PSA shareholders

MILAN — Shareholders of Fiat Chrysler and PSA Peugeot decisively voted Monday to merge the U.S.-Italian and French carmakers to create worldÂ’s 4th-largest auto company. Addressing separate meetings, both PSA Peugeot CEO Carlos Tavares and Fiat Chrysler Chairman John Elkann spoke of the “historic” importance of the vote, which combines legacy car companies that helped write the industrial histories of the United States, France and Italy. Before the merger is finalized, shares in the new company, to be called Stellantis, must the launched. It will be traded in Milan, New York and Paris. The marriage of PSA Peugeot and Fiat Chrysler Automobiles is built on the promise of cost-savings in the capital-hungry industry, but what remains to be seen is if it will be able to preserve jobs and heritage brands in a global market still suffering from the pandemic. The deal will create the worldÂ’s fourth-largest carmaker, with the capacity to produce 8.7 million cars a year, behind Volkswagen, Toyota and Renault-Nissan, and create 5 billion euros in annual synergies.  “We are fully aware of the fact that together we will be stronger than individually,'' PSA CEO Carlos Tavares told a virtual gathering of eligible shareholders. “The two companies are in good health. These two companies have strong positions in their markets.” The new company will put together under one roof French mass-market carmakers Peugeot and Citroen, top-selling Jeep and Italian luxury and sports brands Maserati and Alfa Romeo - pooling companies that have helped define the industry in the United States, France and Italy. While the tie-up is billed as a merger of equals, the power advantage goes to PSA, with Tavares running Stellantis and holding the tie-breaking vote on the 11-seat board. Tavares is set to take full control of the company early this year, possibly by the end of January. Fiat Chrysler chairman John Elkann, heir to the Fiat-founding Agnelli family and Fiat ChryslerÂ’s biggest shareholder, will be the Stellantis chairman. Fiat Chrysler CEO Mike Manley will head North American operations, which is key to Tavares' long-time goal of getting a U.S. foothold for the French carmaker he has run since 2014, and the clear money-maker for Fiat Chrysler. Such a deal was long wanted by Fiat ChryslerÂ’s long-time CEO Sergio Marchionne, who had predicted the necessity of consolidation in the industry. He was unable to find a deal before his sudden death in July 2018.

Chrysler to veer away from 'Imported From Detroit' message?

Claim some ground, control that ground and then expand. Chrysler, wandering the Earth like Kane from Kung-Fu when it came to brand message after the bailouts, pulled off the first two feats in only 120 seconds when its "Imported from Detroit" commercial aired during the 2011 Super Bowl. Two years later and now that the brand has a center in the minds of consumers, the Chrysler Group's head of marketing, Olivier Francois, says it's time to move away from the "Detroit" component of that slogan and express the "Imported" aspect.
It is, more precisely, about positioning Chrysler as genuine competition for imports and not Ford or General Motors, but rather Toyota on quality or Audi on technology. A report in Forbes said that Francois not only "wants to attract import owners to Chrysler vehicles by focusing on quality, technology, fuel economy and style," but to "take back the lead in these four things." That is the new understanding he wants people to infer from the idea of Detroit - that the nation's car capital isn't just a patriotic rallying point but a lively competitor for established giants.
Chrysler has been running ads that no longer refer to Detroit, and recent efforts have linked a specific character to each brand - like Jenny with Jeep and Steven with the Chrysler 300 - to create brand separation. Francois hasn't detailed what he plans to do to bolster Chrysler's upscale pretensions, but his efforts would be helped by CEO Sergio Marchionne loosing the pursestrings and the arrival of strong new product.

Here are all the vehicles sold by the 12 brands of the Fiat Chrysler PSA merger

Sven Gustafson and Ronan Glon contributed to this report. Whether or not the formal merger between Italian-American automaker Fiat Chrysler and European conglomerate PSA Group means the return of Peugeot to the U.S., one thing’s for certain: The combined company will have a truckload of different brands. Sorting out what the deal means for all of them, including where they are sold and built, and whether and where there is product overlap, will be a key question for the two companies as they formalize the merger over the next 12 to 15 months. So far, both sides have steadfastly insisted that no job cuts or plant closures will result from the tie-up. WeÂ’ll see about that. In the meantime, weÂ’ve compiled an alphabetical list of all the vehicles currently sold in Europe and in North America by the various FCA and PSA brands, along with the years they debuted. We've gone into more detail about the European vehicles you might be less familiar with. The joint empire also has an antique store's worth of heritage-laced models and dormant brands, like Plymouth, Imperial, Simca, and Panhard, and it would have been even bigger had FCA not spun off Ferrari in early 2016. Alfa Romeo A legacy Italian sports car brand with roots in racing, Alfa Romeo has been struggling with declining U.S. sales. Giulia (2015): AlfaÂ’s rear-wheel drive sports sedan competes against German luxury sedans in North America and Europe. 4C (2013): The lightweight mid-engine rear-wheel-drive sports car is being phased out. Stelvio (2016): The Stelvio is a small luxury performance crossover that competes against the likes of the Porsche Macan and BMW X3 and is sold in both Europe and North America. Giulietta (2010): Sold in Europe, this compact hatchback is AlfaÂ’s entry-level model. After initially planning a rear-wheel drive 2020 update, the Giulietta is reportedly being nixed as part of FCAÂ’s latest product plans.   Chrysler Despite lending its name to its parent company, questions abound about the future of this legendary but faded brand, which is not offered in Europe. 300 (2011): Despite rumors of its pending demise, the four-door sedan lives on mostly unchanged for the 2020 model year, at least. Pacifica (2016): The successor to the Town & Country is ChryslerÂ’s bestselling model by a long shot and comes in gas-only and plug-in hybrid versions. Voyager (2019): ChryslerÂ’s newest minivan launches as its entry-level minivan for the 2020 model year.