Chrysler Group LLC is no longer. The U.S. automaker announced on Tuesday that it has changed its name, and the new name is without Chrysler or Fiat. It is FCA US LLC.
The Auburn Hills automaker is adopting the new name that aligns with that of its global parent company Fiat Chrysler Automobiles (FCA) NV, which adopted its name in October when it listed on the New York Stock Exchange. The name change is effective immediately.
This is the first time in the carmaker’s history that its name does not include the name of founder Walter P. Chrysler. Chrysler established the company in 1925.
In a statement, the now FCA US said that it “remains proud of its joint heritage,” which includes Fiat’s. The Italian automaker, which was established in 1899, took control of Chrysler in 2009 after the U.S. company emerged from bankruptcy. Fiat completed its purchase of all outstanding Chrysler shares this year.
The company also said that the name change “does not affect the company’s headquarters location in Auburn Hills, Michigan, its holdings, management team, board or brands.” This means the names of its U.S. auto brands (Chrysler, Dodge, Jeep, Ram, Fiat and Alfa Romeo) will stay the same despite the corporate name change.
In the company’s media website, FCA head of digital media Ed Garsten seemed to downplay the name change. He explained that it is “all part of the changes underway since our parent company, Fiat Chrysler Automobiles [NV] came into being” and insisted that “nothing is changing from the operations side.”
“When you think about it, when someone changes their name from Smith to Jones for personal or professional reasons, they’re still the same person. The change just makes sense for them. In that vein, our commitment to quality, style, performance and service hasn’t changed, we just have a new name to reflect our role in our new company, and that makes sense,” he wrote.
The name change is not limited to the United States. In Italy, Fiat Group Automobiles SpA dropped the Fiat name to become FCA Italy SpA. Fiat stands for Fabbrica Italiana Automobili Torino (Italian Auto Factory Turin).
The company said in a statement that the name change “is intended to emphasize the fact that all Group companies worldwide are part of a single organization.”
The corporate nomenclature revamp is far from finished. FCA’s European divisions, as well as those in the Middle East and Africa, will be renamed “over the next few months.”
Photo credit: media.chrysler.com