Earlier this month, Fiat Chrysler Automobiles sold diversified parts-making subsidiary Magneti Marelli to CK Holdings (parent company of Calsonic Kansei) for USD $6.5 billions. Now the two companies’ meld is beginning to take shape.
The companies’ combined activities
will face automaker customers and the public under one brand: Marelli.
Marelli CEO Beda Bolzenius says “We selected Marelli after a great deal of analysis. Though Calsonic Kansei has a strong presence in Asia and Japan, when we looked at total brand value and awareness among customers around the world, the ‘Magneti Marelli’ brand is more widespread. It is important to hold onto the existing brand equity that comes from Magneti Marelli, but do it in a way that is fresh, recognisable to global customers, represents the same high quality and innovation for which we are known, as well as creating a sense of unity through a single brand name with a new image. Our priority now is to ensure operational continuity for the benefit of all of our customers, and make sure all stakeholders feel part of the transition so they can maximise the opportunities that will arise as a result of these changes.”
Marelli says the new logo pays tribute to both companies’ extensive history of innovation and excellence by incorporating the corporate colors from Calsonic Kansei (light blue) and Magneti Marelli (dark blue). The logo is formed of two upward-pointing arrows which symbolise the company’s engineering precision and technological expertise while conveying a sense of progress toward the future, while their union signifies the combination of two powerful companies coming together as partners in a collaborative spirit.
