IT’S BECOMING QUITE challenging to know which company is responsible for your vehicle, regardless of the badge on the front.
In the latest mega-merger, Groupe PSA (Citroen, DS, Opel, Peugeot and Vauxhall) has joined forces with Fiat Chrysler Automobiles (Abarth, Alfa Romeo, Chrysler, Dodge, Fiat, Jeep, Lancia, Maserati and RAM).
That makes the new partnership with fourth largest automaker in the world, with 14 brands and sales of up to 8.7 million units.
By combining operations and sharing platforms, the group expect to make savings of $A6 billion, 40 percent coming from platform and technology sharing and 40 percent from economies of scale realised through purchasing with the remainder coming from marketing, IT, logistics and administration. Forty six percent of revenue will come from the European market and 43 percent from North America.
Inevitably, more brands coming under one umbrella will result in more platform sharing and less differentiation between brands.
For future reference (until it all changes again), here’s a brief overview of who owns what:
Aston Martin
Is actually owned by Aston Martin Lagonda Global Holdings, headquartered in Gaydon, Warwickshire, England.
BMW
Still independent, but now owns the Mini brand and Rolls-Royce. By the way, the BMW logo isn’t, despite prevailing beliefs, based on a spinning propeller; it’s made up of the national colours of Bavaria (blue and white).
Daimler
Parent company of Mercedes-Benz. Also responsible for the Smart brand and AMG. Despite the luxury connotations, it’s also responsible for Freightliner, Western Star, Setra and Thomas Built commercial vehicles and trucks.
Ferrari
Once owned by Fiat, then Fiat Chrysler but now once again an independent entity (Ferrari N.V.)
Fiat Chrysler/Groupe PSA
The newly merged company of FCA and PSA hasn’t been given a name as yet. Brands it now encompasses are Chrysler, Dodge, RAM, Fiat, Jeep, Alfa Romeo, Lancia and Maserati (FCA) while PSA brings Peugeot, Citroen, DS (separated from Citroen), and ex-GM brands Vauxhall and Opel.
Ford
Sold off Jaguar and Land Rover to Indian giant, Tata, Volvo to Zhejian Geely. Now it is reduced to just two brands, Ford and Lincoln.
General Motors
So many great names ditched: Oldsmobile, Hummer, Pontiac and Saturn. Briefly owned SAAB before selling it. GM brands today are limited to Buick, Cadillac, Chevrolet and GMC. Oh, and Holden, of course. In China, GM brands are Aubobaoijun, Jiefang and Wuling. Classy!
Honda
A post-war success story. Sells Honda-branded vehicles, plus luxury Acura in some markets.
Hyundai
One of Korea’s most successful automakers. Also responsible for fellow Korean brand, Kia. Also sells a luxury line under the Genesis name.
Jaguar Land Rover
Enjoying a resurgence thanks to enlightened ownership by the Indian Tata group.
Mazda
One name, one brand and still proudly independent
McLaren
Britain’s second independent car maker (after Aston Martin) and carving out markets worldwide.
Renault Nissan Mitsubishi
Renault and Nissan joined forces in 1999 and now sells 10 automotive brands worldwide, including Mitsubishi, Infiniti, Dacia and Lada.
Subaru
Another Japanese independent, although it has developed the BRZ sportscar in conjunction with Toyota.
Tesla
Despite numerous predictions of its demise, Elon Musk’s Tesla brand seems to be doing well and moving its expensive electric vehicles into price territory that normal humans can actually afford.
Toyota
The world’s largest automaker. Its luxury arm, Lexus has steadily encroached on the more traditional European luxury brands. Less successful was its pitch to the youth market with the Scion sub brand, ditched in 2016. It also owns the Daihatsu and Hino nameplates.
Volkswagen
Far removed from its humble beginnings producing a car for the masses, VW sells everything from its core Volkswagen brand to Audi, Bentley, Bugatti, Lamborghini and Porsche. Closer to its roots, it also owns Skoda and Seat, plus truck brands Scania and MAN.
Zhejiang Geely
The Chinese are definitely on the move. Geely bought Volvo from Ford and took a major shareholding in Lotus. Less auspiciously, Geely also owns Malaysian brand Proton.