Fiat and Chrysler Adopt a New Structure and Fresh Logo

A quick Web search of the letters “FCA” yields a whole slew of various and vastly different entities and results. There’s the Fellowship of Christian Athletes, the Farm Credit Administration, and FCA Resources. However, likely not too long from now, there will be another result that could sit atop all others, as FCA is the new shorthand for Fiat Chrysler Automobiles (FIATY.PK), the final name of the merged Fiat-Chrysler entity.

Along with a shiny new logo, Fiat Chrysler unveiled its new name in a statement released on Wednesday. “In order to establish a true peer to the major global automotive groups, in both scale and capital market appeal, the Board has decided to establish Fiat Chrysler Automobiles N.V., organized in the Netherlands, as the parent company of the Group,” the statement said. Notably, it added that “FCA’s common shares will be listed in New York and Milan,” putting an end to speculations of where the combined entity would register for a public offering. FCA will be traded on the New York Stock Exchange.

“A new chapter of our story begins with the creation of Fiat Chrysler Automobiles,” said John Elkann, the chairman of Fiat. ”A journey that started over a decade ago, as Fiat sought to ensure its place in an increasingly complex marketplace, has brought together two organizations 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, the CEO of Fiat Group, also weighed in. He played an instrumental role in obtaining the remaining Chrysler stake from a health care trust associated with the UAW.


Fiat CEO Sergio Marchionne (left) at an event. Source: Italian Embassy / Flickr

“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,” Marchionne said. “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.”

The new entity chose to play it safe with its logo. As Autoblog reports, the blue characters are rather “devoid of any real meaning or history for either brand,” but according to the company, the new logo is meant to offer an “extraordinary range of symbolic interpretations” and “uses a versatile, modern language capable of expressing continuous change without losing its core identity.”

While the font itself looks simple and clean-cut, the apparent meanings behind it are not as much. “The F, derived from a square, symbolizes concreteness and solidity,” the company’s statement says. “The C, derived from a circle, representing wheels and movement, symbolizes harmony and continuity; and finally, the A, derived from a triangle, indicates energy and a perennial state of evolution.”

To be clear, the logo is meant mainly for the parent company as a whole, and will presumably not be replacing the traditional Chrysler, Fiat, Dodge, Jeep, or Ram logos on individual models. It will, however, be put into service before the entire reorganization of the company is completed.