Fiat and Chrysler Strategic Alliance: Can a European and an American Automaker Dance Together?
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Case Details:
Case Code : BSTR381
Case Length : 23 Pages
Period : 2009-2010
Pub Date : 2010
Teaching Note : Not Available
Organization : Fiat S.p.A. / Chrysler LLC
Industry : Automotive
Countries : Global
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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A Transcontinental Alliance
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On April 30, 2009, Italian carmaker Fiat S.p.A. (Fiat) and US auto giant Chrysler LLC (Chrysler) signed a non-binding term agreement to establish a global strategic alliance. Under the terms of the agreement, Fiat would first hold a 20% stake in Chrysler which could increase to 35% if certain targets mandated by the deal were fulfilled. Fiat, which did not provide any cash for the alliance, would offer its fuel-efficient engines and small vehicle technologies to Chrysler in exchange for the latter's distribution network in the US. Commenting on the alliance, CEO of Fiat and Chrysler, Sergio Marchionne (Marchionne), said,
"This transaction represents a constructive and important solution to the problems that have plagued not just Chrysler in recent years, but the global automotive industry as a whole.
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Bringing together Fiat's world-class technology, platforms, and power-trains for small and medium sized cars, and its extensive distribution network in Latin America and Europe with Chrysler's
rich heritage, strong North American presence, and talented and dedicated
workforce will create a powerful new automotive company, while helping preserve
jobs and a manufacturing industry that is critically important to the U.S. and
Canadian economies."6...
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