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New Logo for Fiat-Chrysler-Peugeot Merger Must Combine 14 Brands' Logos Into One. It's Underwhelming

"Stellantis" looks and sounds like a financial services company

By Rain Noe - November 10, 2020

in Visual Communication

Even before the pandemic was in full swing, Fiat Chrysler had decided to merge with Peugeot parent PSA. The deal will bring the Abarth, Alfa Romeo, Chrysler, Citroen, Dodge, DS, Fiat, Jeep, Lancia, Maserati, Opel, Peugeot, Ram and Vauxhall brands all under the same umbrella.

The resultant company will be the fourth-largest carmaker in the world (behind Toyota, Volkswagen and Daimler), and will have a new name: Stellantis. Yesterday they unveiled their new logo, but first let's look at the individual logos of the 14 brands:

And here's the new Stellantis logo:

By both the name and the logo, I'd guess this was a financial services company, not an automaker.

So what does "Stellantis" mean? The press release says "[the] Latin root 'stello' means 'to brighten with stars,' which oughta piss Subaru off.

In the Stellantis logo, you'd think there'd be a pattern of 14--representing the 14 brands--somewhere in the stars, but there isn't (count for yourself below). So this one's a bit of a head-scratcher.

The companies expect the merger to be finalized by early 2021, and I guess we'll then start seeing this logo popping up on trunks.

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Ray Jepson

4 years ago

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1. The name will not be client facing. Perhaps it will be on the inside of some parts, but I doubt it will even be there.

2. Most money in cars is from financing, so I guess it makes sense that it sounds like a goofy financial service name.

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- m powers
  
  Ray Jepson
  
  4 years ago
  
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  That makes sense.
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- Rain Noe
  
  Ray Jepson
  
  4 years ago
  
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  I think you nailed it. (Though I was hoping to one day drive around in a Stellantis Stella)
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Shiv VASISHT

4 years ago

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True - did wonder what Stellantis would have to do with the new brands, not to mention the absolute disappointment that owners of the scrapped brands would feel. Stellantis could well become the repair-shop for all the brands, old and new - a nice consumer interface and a promise that the new group is as committed to past promises. Nice name, in my opinion, for a repair shop, too :)

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Eric Strebel

4 years ago

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It sounds like a pharmaceutical company name to me.

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