Merged FCA-PSA Would Maintain Current Brands

Fiat Chrysler Automobiles NV and PSA Group plan to maintain all of their current brands under their proposed merger, PSA CEO Carlos Tavares tells French television station BMF Business.

The companies currently operate 13 marques, including performance sub-brands such as Abarth (Fiat) and DS (Citroen), with combined annual sales of 8.7 million vehicles. FCA has eight mainstream nameplates (Alfa Romeo, Chrysler, Dodge, Fiat, Jeep, Lancia, Maserati and Ram), while PSA consists of just three: Citroen, Opel/Vauxhall and Peugeot.

Analysts have speculated that the combined operations likely would consolidate some brands to cut costs and minimize intra-company competition.

But Tavares, who is due to become CEO of the merged company, doesn’t see any immediate need to do so. Citing their individual strengths and “fabulous” histories, he says continuing the various brands would provide a foundation for a new FCA-PSA to “project ourselves into the future.”

The proposed deal announced last week promises to save an estimated 3.7 billion ($4.1 billion) per year. Tavares affirms there are no plans to close any assembly plants, but he didn’t rule out future job cuts as part of industry-wide pressures to boost productivity, invest in new technologies and meet stricter regulations.