What's Going On With The 'Chrysler' Name?

Industry News / Comments

The brand isn't going anywhere, but the name may be struck from the office buildings.

The entire Chrysler brand has been whittled down to just three models. Only two if you count the Pacifica and Voyager minivans as a single model. As the Dodge, Jeep, and Ram brands continue to bring in the most profit for Fiat Chrysler Automobiles, it seems increasingly odd that the Chrysler and Fiat brands remain as part of the automaker's name. According to Mopar Insiders, this could change following the recent merger between FCA and the French PSA Groupe.

Whenever two companies merge, they typically agree on a new name for the newfound entity. Since 1925, Chrysler has been known as the Chrysler Corporation, Chrysler LLC, DaimlerChrysler, and Fiat Chrysler Automobiles. Now, its name will change once again as FCA and PSA have reportedly agreed not to use either of their existing names.

2017-2020 Chrysler Pacifica Minivan Front View Driving Chrysler
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For the first time in nearly 100 years, the Chrysler name may not be used on the company outside of the Chrysler brand. Mopar Insiders reached out to Walter P. Chrysler's great-grandson, Frank Rhodes for a comment on the matter.

"It has been a long time coming. That being said, we need to preserve the brand and at least it looks safe for now. Carlos Tavares, CEO PSA, said he would keep all of the brands," Rhodes said.

"Chrysler should expand and go after Lincoln. I did think of a corporate name, PFC Corporation. However, I heard that none of the existing corporate names will be used. The fact is that Tavares has the leading vote, 6-5, and however you slice the cake, he and the French Government are in control. Remember how Chrysler and Mercedes had a 'merger of equals?'"

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So although the Chrysler name may no longer be on the company, the Chrysler brand isn't going anywhere just yet. Chrysler hasn't fared well with mergers and partnerships in the past but this latest deal should help FCA speed up its product cycles and have greater organization between the core brands.

Groupe PSA

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