New Logo, New Structure: Fiat Chrysler Automobiles
New Corporate Identity Reflects Global Ambitions of Merged Company
Chrysler seems to be the proverbial automaker with nine lives. It has been to, and come back from, the brink of death more times than any other modern automaker in recent memory. First, in the 1980s, with the federal bailout shepherded by Lee Iaccoca. Next, in the late '90s, with the ill-fated DaimlerChrysler alliance, and, most recently, its merger with Fiat. Each chapter had plenty of fanfare and pronouncements of a "new day." But this time really does seem different, if for no other reason than the level of cross-continental integration.
From 2009 to now, the company has been loosely referred to as Fiat Chrysler, with each of the historic logos featured side by side. Now, there's a singular identity for the merged corporation, embodied in the new Fiat Chrysler Automobiles logo.
Reflecting the global nature of the new entity, the holding company will be registered in the Netherlands, the tax "domicile will be in the U.K., and its shares will be first listed on the New York Stock Exchange, after which they'll be offered on Milan's Borsa Italiana stock exchange. Existing Fiat shareholders will receive one share of the new FCA for each share they currently hold. The company is expected to reveal its business plan under the new structure in May.