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Chrysler replaced by FCA USA (corrected)

by David Zatz on

Today, Chrysler Group LLC, the remains of Chrysler Corporation, announced its name change to the clumsy triple-acronym FCA US LLC. Fiat Group Automobiles SpA has also changed its name, to FCA Italy SpA.

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The name changes are already in effect and have no impact on the corporate structure or ownership.  The changes will not apply to the brands; Chrysler and Fiat cars will continue to be produced. However, parts, brochures, and information placards will now read FCA US instead of Chrysler Group.

The integration of Chrysler into FCA is in some ways more meaningful than the acquisition by Daimler-Benz. While Daimler led a raiding party which stripped Chrysler of its leadership, assets, and credibility, Daimler never deigned to integrate Chrysler fully into their operations (not that the German company was averse to taking technologies and designs they wanted, without acknowledgement).  They left Chrysler as a discrete unit, able to be made independent at will. The acquisition by Fiat, symbolically emphasized by the name change from Chrysler (and Fiat) to FCA, will leave a single international entity which has roots in Fiat and Chrysler/Maxwell but is likely to endure as a single group.

In short, this move makes it clear that we have seen the end of the organization transformed from the ashes of Maxwell-Chalmers by Walter Chrysler and the genius engineers Fred Zeder, Carl Breer, and Owen Skelton (along with their largely unsung staffs).

A press release noted, “FCA US employs more than 77,000 employees worldwide, with 96% of its workforce based in North America.”

Forum discussion. Note: the illustration uses brand logos, which are not changing.

David Zatz founded Allpar in 1998 (based on a site he had begun in 1993-94), after years of writing reviews for retail trades. He has been quoted by the New York Times, the Daily Telegraph, the Detroit News, and USA Today. Before making Allpar a full-time career, he was a consultant in organizational psychology. You can reach him by using our contact form (much preferred) or by calling (313) 766-2304


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