Fiat Chrysler Automobiles is changing the name of its American division.
Chrysler (actually Chrysler Group, LLC) is now FCA US LLC. Or FCA US for short.
FCA explained the change this way:
The name change is effective immediately and follows the naming convention of its global parent company, Fiat Chrysler Automobiles N.V. (FCA), which officially adopted its new name in October when it listed on the New York Stock Exchange. The name change to FCA US LLC does not affect the company’s headquarters location in Auburn Hills, Michigan, its holdings, management team, board or brands. FCA US, together with parent FCA, continues to work toward the business plan presented on Investor Day in May 2014. Additionally, the Company remains proud of its joint heritage. FCA US continues to build upon the solid foundations first established by Walter P. Chrysler in 1925 as well as a rich Fiat heritage that dates from 1899.
"Is this this the company that's up 20% on a given month throughout 2014?" quips Karl Brauer of Kelly Blue Book. "Fiat can call it whatever they want."
Brauer says it is unlikely to have any effect in the marketplace.
"Most people will have no idea that this change has happened," says Brauer. "And I think it will have zero impact on the brand and the success or failure of the brand."
Chrysler's four brands – sorry, FCA US's four brands – are Chrysler, Dodge, Ram, and Jeep.
It could be take a while before people stop calling the company Chrysler.
The company separated Ram trucks from the Dodge brand in 2009. But it's not uncommon to hear people still refer to the vehicles as Dodge Rams.
Chrysler will still remain a part of the parent company name – Fiat Chrysler Automobiles.
Italian car company Fiat took over the management of Chrysler in 2009, and the two officially became one company at the beginning of 2014.
