Posted on Jul 15, 2020 at 8:28 p.m.
They wanted to give substance to their project, to put aside the impersonal term “New Co”. PSA and FCA, who have to merge , save for a setback, at the beginning of next year, have found their future name: it will be Stellantis, from the Latin verb “stello” which means “to shine with stars”.
Chosen and protected, the name Stellantis was presented this Wednesday by the bosses of PSA and FCA, Carlos Tavares and Mike Manley, to 200 executives of the two groups. In the process, the word was validated by the two boards, a legal obligation, unanimously.
“Shine with stars”
As early as last December, when the “deal” which was to create a new world automobile cadet was formalized, the decision was made to use an original name rather than attempt a complicated acronym with the first letters of 14 brands from the PSA-FCA group. The joint working group then commissioned the Publicis agency to find the right surname.
A first proposal – revoked – had been made at the end of January, we said internally. The second, in late March, was the right one. Immediately, the intellectual property teams launched the steps to protect the new brand and the associated domain names. In parallel, the designers of the two groups invented the word font together (they are now active on the logo).
“We want to materialize our merger project, which is now halfway there, with a name evoking our desire to combine the men, the brands and the know-how of the two groups by creating a new galaxy. Above all, we don’t want to melt everything into the merger, ”says the PSA management. As is the case today with PSA and FCA, brands will have their own life under the umbrella of a single parent company.