Another milestone in the tumultuous history of the company originally known as just Chrysler: On Saturday, Fiat Chrysler Automobiles and PSA Group will merge to create Stellantis, the fourth-largest automaker in the world by volume.
It is the oldest, truly heritage, brands, that are most vulnerable: Chrysler and Dodge. Then there are the Italian brands: Alfa Romeo, Fiat, and Maserati that have failed to meet lofty expectations in North America.
There will be repercussions. Stellantis will start life with seven FCA brands and another four from PSA. That seems unmanageable. Every merger creates duplication and results in the death of products, brands, positions, plants, and plans. PSA Group CEO Carlos Tavares, who becomes CEO of Stellantis, has a history of turning brands and companies around with tough cost targets and the discipline to axe where necessary.
Read the article at MotorTrend.
