Although Fiat lacks the scale compared to larger companies like Ford, Toyota, and Volkswagen, Fiat has innovative products that enable it to gain competitive advantages over it peers and also help the group differentiate its products from those competitors. Year-over-year Fiat-Chrysler sales are up by 20% with Jeep sales and their new Fiat 500 mini car newly launched in the US (James 2012). The Fiat-Chrysler merger has proven to be a success in this decade. The Chrysler-Fiat acquisition has received so much attention because it has been so controversial in the US. The US taxpayers will likely lose $1.3 billion in the government bailout of Chrysler. The US government sold its remaining 6% stake in the company to Fiat and wrapped up the 2009 bailout that was part of the Troubled Asset Relief Program (TARP) six years early. As part of the loan agreement, Chrysler was given until 2017 to return the bailout funds. The US government committed a total of $12.5 billion to the struggling Chrysler. The unique situation however was after the merger; Chrysler was able to raise private capital to repay some of the loan very quickly. The new Chrysler paid back $5.1 billion in loans in May (Censky, 2011). Originally, those funds, $11.2 billion have been returned through principal repayments, interest and cancelled commitments, according to the US Treasury department. Tim Massad, Treasury assistant secretary for financial stability, states that though $1.3 billion will not be recovered from the bankrupt Old Chrysler it is still a “major accomplishment” because the government originally expected it would lose much more on the auto bailout (Censky, 2011). Fiat owns a 53.5% stake in the company after paying the US Treasury a total of $560 million for the remaining shares (Censky, 2011). Thus, Fiat had a unique position to gain control of a company at a discount and added more products to their product portfolio without having to design new products for the automobile market. The Fiat-Chrysler is a good example of how competent management that has time to evaluate buying opportunities can gain competitive advantages in this global economy.
The Chrysler-Fiat merger has been one of the most interesting and one of the most important acquisitions in this decade. Chrysler has been the smallest of the Detroit-Three, in terms of production volumes while Fiat did not produce as many cars as Peugeot Citroen or Volkswagen, in Europe. However, after the merger Fiat-Chrysler replaced Honda, falling behind Ford, as the seventh largest automaker in 2010, and aims to be the sixth largest automaker by 2014 (PranaTharthiharanNatarajan. 3 Aug 2011). In this turbulent and uncertain business environment it is imperative for automakers to find global profit opportunities and undertake acquisitions of established brands as an alternative to building new brands and do it more effectively.
Merger and acquisition trends in the automotive industry

Unfortunately mergers are not all successful as the Fiat-Chrysler merger. For example, Ford-Jaguar merger that did not have time to evaluate their deal paid a higher premium. In an interview with Bob Ainsworth, current Member of Parliament for Coventry and former Jaguar shop steward, asserted “I have little doubt that they thought that Jaguar was worth a lot more than it was” (Gomes, 2007). This lack of experience and capacity in weighing the strengths and weaknesses of the target in a short period of time strongly contributed to a poor evaluation process by Ford and resulted in the overestimation of the Jaguar brand and the underestimation of the investment requirements in terms of new model development, facilities and equipment (Gomes, 2007).
In contrast, Fiat had a huge advantage and bought Chrysler at a discount and is projected to reap its benefits. Using a projected NPV at a discounted rate of 10%. Chrysler proposed that with strategic partners, loans from the US government and reduced costs they could show a positive NPV. Chrysler showed a NPV of 17.3 Billion for the 8 year plan. This was one of the factors that helped Fiat effectively evaluate their acquisition decisions. Four years later based on production forecasts, the Fiat-Chrysler group is expected to have an increase of 61% by 2018, over 2010 production volumes, globally (Gomes, 2007). According to analysis, production volumes from the Americas is expect to drop over the next seven years, while production volumes from Asia is expected to have a remarkable increase from 2 % in 2010, to 9% of overall volumes in 2018 (Gomes, 2007). Fiat now has a unique opportunity with their new product portfolio to create growth opportunities in emerging markets globally.
Fiat –Chrysler Profile and Environment
Fiat is Italy’s largest private industrial enterprise and one of the founders of the European automotive industry. In its over 100 years of existence it has designed, built and sold cars, trucks, farm equipment, construction equipment, engines, transmissions and components, focusing on both technological innovation and environmental compatibility and in more than a century of history has also included trains and airplanes. The profound cultural shift that the company has undergone, along with the efforts it has made to achieve excellent levels of quality and expand its product line, have rewarded it and allowed it to reach important milestones. The numbers and extensive international recognition confirm this fact: yet also, and most importantly, so do the millions of customers who have chosen Fiat’s products (“Fiat, more than,” 2011).
Fiat is committed to operating its international business in accordance with the values of sustainable development: integrity, respect, a sense of responsibility, and care for the environment and the communities with which it comes into contact. The company’s leadership in this field has been confirmed by its continuing presence in the Dow Jones Sustainability World and Dow Jones Sustainability Europe indices. The DJSI World and DJSI Europe are the world’s most prestigious indices, admitting only companies judged best at managing their businesses according to sustainable criteria (“Fiat, more than,” 2011).
Meritocracy, leadership, competition, best-in-class performance and keeping promises: these are the five key principles, the five fundamental pillars that support Fiat’s profound cultural transformation. Business growth is first and foremost an issue of people, culture, and commitment: a willingness to view the future as a great opportunity for everyone (“Fiat, more than,” 2011).
After running Fiat for 21 years, Vittorio Valletta was succeeded in 1966 by Giovanni Agnelli II, the founder’s grandson. Under Agnelli’s leadership, the company’s annual sales came close to US$2 billion by 1968, and for a short time Fiat edged out Volkswagen as the world’s fourth largest automaker. At that time, Fiat’s cooperative arrangement with the French carmaker Citroen made it the world’s sixth largest non-American firm; the company operated 30 plants and employed 150,000 workers. Giovanni Agnelli II candidly credited Fiat’s success to the company’s near monopoly of its domestic market for half a century, but he warned that more sophisticated production methods were required if Fiat was to survive in the international market. He imposed a schedule for new models of two years from drawing board to assembly line and standardized many car parts to allow more interchange between models (S. Burgess.2011).
Giovanni Agnelli II also sought to further diversify Fiat’s products to lessen its dependence on autos and trucks, which accounted for 86 percent of its revenue. At the same time, he set about improving the company’s flagging sales performance in underdeveloped countries, and in 1969 he made two notable acquisitions. Fiat took full control of the Italian car manufacturer Lancia and announced a merger with Ferrari, the famous Italian racing car company. When Ferrari’s problems had surfaced in 1962, owner Enzo Ferrari had turned down the Ford Motor Company, but accepted financial backing from Fiat. Further losses forced Ferrari to sell, and his company was reconstructed as Fiat’s Racing Car division (S. Burgess.2011).
While the Ferrari and Lancia acquisitions were good for Fiat’s image both at home and abroad, its domestic situation worsened. The company had to contend with Italy’s 7.3 percent inflation rate and a series of strikes; 1972 production fell short by 200,000 vehicles. For the first time in its history, Fiat failed to show a profit or pay an interim dividend. Fortunately, news from abroad was good. Agnelli’s younger brother, Umberto Agnelli, who had doubled sales at Fiat France in 1965 to 1970 and constructed successful plants in Argentina and Poland, had gone on to direct American sales. The number of Fiats sold there doubled between 1970 and 1972 and Fiat cars became the fourth largest selling import in the United States. Umberto returned to Italy as second-in-command to help his brother with the pressing problems at home (S. Burgess.2011).
Since Chrysler’s start in the early 1900s, they have held a substantial amount of respect and leverage within the automobile industry. Some of the car brands that Chrysler makes are Dodge Ram, Chrysler 300, Dodge Avenger, Grand Caravan, Charger, Sebring, and Ram. Some of these vehicles have given Chrysler success within the auto market. Of the three largest United States carmakers, Chrysler ranks the smallest. This is compared to more prominent firms such as General Motors and Ford Motor Company. Chrysler lacked the superior technology and the required financial stability that their competitors had which led them into financial trouble. Without the needed funds to create new projects and gain more customer appeal this led them to decreased profits and their mainstream customer base and led them to debt. Another reason that led Chrysler’s customer appeal decrease is the bad reputation that Chrysler received for the quality of some of their car brands. This has led to a decrease in customer loyalty because they could not depend on the dependability of the brand’s cars. Chrysler needs to improve their vehicles in order to get the support of their biggest revenue, the customers (S. Burgess.2011).
The difficulties that Chrysler has experienced as far as decreased customer appeal, Fiat has experienced them as well. Fiat has gone through decreased sales and loyalty in the US. Some of the brands Fiat is highly known for are the Fiat 500, Fiat Punto, Lancia Delta, Maserati Gran Turismo, and Ferrari 458. Fiat first made its appearance in the United States in 1908. They were the first year that they started exporting their vehicles within the American market. Years later Fiat was given the proper licensing to start creating their line of cars in New York. Within this time frame Fiat was a successful carmaker in America. Shortly after problems arose and led to Fiat discontinuing its marketing in America. Fiat hasn’t had an appearance in the U.S. since the 1980s. The reason for Fiat’s dismissal from the US is because the public was having problems with the quality of Fiat’s cars. Due to these quality problems and lacked customer loyalty, Fiat felt it was best to leave their presence from the U.S. Even though they were still marketed their Maserati and Fiat brands in the U.S., their once popular lines still left. Thus has given them time to refocus their efforts to improve the quality and stability of their car lines which would help their reinvention into the American market (L. Ciferri, & B. Wernle, 2010).
Chrysler and Fiat both share some of the same competitors. Automotive international heavyweight firms consist of Mercedes- Benz, Lexus, Toyota, Hyundai, etc. Even though Fiat had removed itself from the U.S., two of its successful brands still are prominent in the U.S. This contributes to Fiat and Chrysler having some of the same competitors that affect potential profits. Chrysler has held a low position in the market due to the overall increased funds and technology that its competitors has available to them. Chrysler and Fiat were competitors to each other at one point within the automobile market. Both firms were vying for the appeal of the American customer base. They competed with car brands and mass appeal. Chrysler and Fiat which were once competing in the same market are not an alliance which could increase both the position of both firms in the automobile industry (L. Ciferri, & B. Wernle, 2010).
With the American market, consumers are looking for a reliable car that they can get their everyday errands done and am able to travel around in. Society values their opinion on automobiles by how there reliability and sustainability are. If qualities problems of any sort are occur consumers are quick to lose loyalty in the brand. Ethically that should make the corporation want to reevaluate their brands if there keeps having an occurrence of quality problems. This can significantly hurt the automobile firm because no one is going to want to invest money into a car that is known for having malfunctions. This is the reason that Chrysler and Fiat were ridiculed in the American market at one point. This meant that both brands didn’t have the capabilities to meet the culture’s needs. With the new alliance of Chrysler and Fiat, you can expect car models to be designed to meet the needs of the current culture and the people. Society wants a car that will be exactly what they expect it to be. Chrysler and Fiat are given the opportunity to show the world that there past poor reputation does not have to influence their future reputations (L. Ciferri, & B. Wernle, 2010).
The New Chrysler emerged from bankruptcy on June 10, 2009, with a new ownership structure with Fiat.
The federal government financed the deal with US$ 6.6 billion in financing, paid to the “Old Chrysler”, a new company called Old Carco LLC was set up to take over the remaining assets and liabilities, which remained in Chapter 11 bankruptcy. The transfer did not include eight manufacturing locations, or many parcels of real estate and equipment leases. Contracts with 789 US auto dealerships, which were being dropped, were not transferred. Table 1 shows a list of the actions taken by main stakeholders and their equity stakes in New Chrysler (D.Johnson, 2009).
The involvement of Fiat in the ownership structure has been a mixture of barter of technology and performance goals with equity stakes, along with onerous conditions to buy equities obtained from the other equity holders (US Treasury, Canadian Government and UAW).
So far, Fiat has fulfilled its end of the deal. As requested, the company has plans to fit Chrysler vehicles with fuel-efficient engines, expanded Chrysler sales overseas, and paid off loans from the US and Canadian governments. In return, Fiat has been allowed to raise its stake in Chrysler to a controlling 53.5 percent, up from 30 percent that came from its initial 20% plus meeting two performance goals. Fiat has the option to add another 5 percent of Chrysler when it produces a vehicle at a Chrysler factory in the United States that performs with at least at 40 mpg. This performance target is expected to be reached by the end of 2011(D.Johnson, 2009).
The remaining 41.5 percent stake is still in the hands of the United Auto Workers (UAW).Fiat also holds an option to acquire 40 percent of the original stake held by the UAW’s retiree health-care trust. The option is exercisable from July 1, 2012, to Dec. 31, 2016, and in amounts of as much as 8 percent in any six-month period, according to the filing (D.Johnson, 2009).
Strategic Issues and Reverence
With every new venture, any successful leader will tell you that team work is the key to corporate merger success. As quoted in the New York Times in January of 2012 the CEO of Fiat-Chrysler, Sergio Marchionne, concurred that “this thing runs as one house.” (Vlassic, 2012) Unlike previous acquisitions the Italian parent company, wanted the merger to improve their processes not necessarily creating new environments for Chrysler. The opinion of Marchionne was that there was an unprecedented opportunity for Fiat to take advantage of the volumes Chrysler could provide, which are essential to the future direction for the newly merged companies.
Analysts within the automotive industry were wary of the merger, since the organizations of the two companies were so diverse but also homogenous to their local markets. Chrysler has been a main stay within the American automotive industry for over a decade. Proud of their American heritage and staying true to their brand loyalty, Chrysler bases much of their success on confidence in their market leaders. Fiat, similar to Chrysler, holds strong ties to their consumers’ loyalty but in the luxury markets of European automobiles. The emphasis that many main stream media outlooks reported was that the CEO’s main resolve was that both companies were to operate as “co-equals.” Much different than any of the unsuccessful mergers for Chrysler prior, this opportunity with Fiat seems to be one of openness and optimism.
With this great optimism of course data must be present to support the sentiment. In the NYT article, Jim Hall the managing director of an automotive consulting firm 2953 Analytics, blamed the failed acquisitions of time past on the parent companies resistance to “figure out what to do with Chrysler because they had no interest in integrating it into their business.” (Vlassic, 2012) However, from day one Marchionne has said that his objective was to use the merger to provide leverage for both companies and operate the businesses as equal partners. This opened doors of opportunities for Chrysler to become more competitive with luxury automotive offerings, while Fiat could use the purchasing power house of Chrysler to acquire more parts to increase volume.
Once the two companies fully integrate, the most important decision facing this CEO is the dialect of where they will locate the corporate headquarters. Both companies hold such strength within their markets due to their “roots,” and both are receiving much criticism for a re-location to even be considered. It will be interesting to witness where this company will continue to grow in the years to come under the Fiat umbrella, and how these cosmetic barriers will come to some type of resolve.
Stakeholder Impact
The full acquisition of Chrysler by Fiat is still in process. Currently, Fiat holds a 58% share within Chrysler, with future plans to complete the ownership at 100% shares. “That will require either a public stock offering to cash out the remaining stake held by the United Automobile Workers’ health care trust, or a direct purchase of the trust’s stake by Fiat.” (Vlasic, 2012) This increased share has been progressively obtained over the last four years. The slow evolution will result in Fiat-Chrysler becoming the sixth largest automotive group globally. Before increasing the stake in Chrysler, Fiat demerged their power train entities which included; Fiat Power train Technologies, Case New Holland, and Iveco.
By 2011 once second quarter earnings were announced the most notable stand out element was the drastic surge in the Fiat groups net debt going from reported $2.89 billion in the first quarter to $6.27 in the second. The Fiat automobiles were reporting a $7.55 billion profit in the second quarter, bringing the trade value to twelve million dollars more in trade value than speculated. Chrysler’s contribution to the profit revenues was reported at $3.3 billion solely in the month of June with a trading profit of $150 million.
In previous years, major OEM’s have been working to increase the number of shared platforms within their organizations. One such venture is occurring within Fiat-Chrysler as well. By the projected 2019 fiscal year, they plan on taking their current number of shared platforms, total figures are 32 shared, and cut this number in half to only 13 offerings. This reduction also takes into consideration the release of 18 new models within the auto group giant. The results of this strategic move will be to increase volumes while streamlining processes. 86% of their production will be focused on the top five platforms alone.
For the stakeholders, all of the moves that this automotive group is making at the moments provide promising numbers for their portfolios in the years to come. Only allowing improvements to come in, and non-value added processes to be taken out, increasing their stakeholders investments in the organization. In the long run, if history remains a true indicator of times to come, by 2014 Fiat-Chrysler will hold a strong place as the sixth largest automotive group, with opportunities to be one of the last few standing when the synergistic trend becomes the driving force within the market, and they are already making moves to insure their spot in the market.
Conclusion
As mentioned prior, the acquisition of Ford and Jaguar is an illustration of a less than favorable merger. The parent company invested in the luxury driven British auto manufacturer with expectations of being able to grow sales volumes and ultimately increase stock shares for the struggling luxury auto maker. However, merely three months after the 2.38 billion dollar premium paid, Ford publicly acknowledged their error in an annual report. Forecasting a growth in sales, Ford had originally been quoted as defending the large investment based on projected share and stock value. Even analysts at the time praised Ford for their ingenuity, claiming the auto manufacturer would have needed to invest much more to produce a luxury line of their own. However, as true figures were assessed Ford disclosed their investment was $2 billion dollars more than the fair market value of $500 million.
Although many mergers and acquisitions experience the growing pains and buyers’ remorse similar to Ford, there are dissimilar cases such as Fiat Chrysler. Fortunate factors which were present prior to Fiat’s investment, specifically the United States government bail-out program offered to Chrysler, insured the purchasing negotiations were fair and within reason so that Fiat could in fact invest without penitence. “Marchionne’s revival plan for Chrysler feeds on itself and adjusts for the results” (Welch, 2009). With a current share in Chrysler of 58.5 percent, Fiat’s future investments are still in limbo due to negotiations with VEBO, the retiree healthcare trust affiliated with United Auto Workers union.
In conclusion, the Fiat Chrysler merger in its present state can be deemed one of the more successful mergers within larger corporations. With little money initially invested, and most of the performance standards being met, there is a strong indication that the co-equal companies will continue on a path of growth and improvements. If the only criticism analysts are able to publicly acknowledge in today’s media is concerning the trifles over future corporate headquarters, it would be safe to state Fiat Chrysler has a strong future ahead of itself.
References
Burgess. Scott. (2011, June 24). Chrysler’s rebirth shifts into next gear with new flexibility. The Detroit News. Retrieved July 1st, from Factiva database.
Censky, Annalyn (July 21, 2011) U.S. loses $1.3 billion in exiting Chrysler. Retrieved: http://money.cnn.com/2011/07/21/autos/chrysler_government_exit/index.htm
Ciferri, Luca & Wernle, Bradford. (2009, November 23). How Chrysler, Fiat design teams splits the world. Crain Communications, Inc. Retrieved June 30, 2011.
Fiat, more than a century of italian history. (2011). Retrieved from www.fiatspa.com
Gomes, Emanuel (2007) Improving Merger Process Management Skills over Time: a Comparison between the Acquisition Processes of Jaguar and of Land Rover by Ford. Irish Journal of Management. Volume: 28. Issue: 1
Healey James (2012) Chrysler sales boom 20%, Ford slips 4.6%, GM down 8.2%. USA TODAYRetrieved:http://content.usatoday.com/communities/driveon/post/2012/05/chrysler-general-motors-ford-april-sales-up/1#.T7PigMXz7N4
Johnson, Dale. (2009, February 13). Chrysler and Fiat rekindle an old flame; The Makers go way back together, to a rarely remembered conjugal arrangement in the early 60’s. Toronto Star. Retrieved July 1st 2011, from LexisNexis database.
PranaTharthiharanNatarajan (3 Aug 2011) Fiat-Chrysler Merger – Birth of a new Auto Giant http://www.frost.com/prod/servlet/market-insight-top.pag?docid=239447224
Vlasic, B. (2012, January 10). A merger once scoffed at bears fruit in Detroit. New York Times. Retrieved from http://www.nytimes.com/2012/01/10/business/chrysler-and-fiat-merger-shows-fruits-of-teamwork.html.
Welch, D. (2009, November 11). Fiat’s crazy Chrysler plan just might succeed . Retrieved May 19, 2012, from Bloomsberg Business Web site: http://www.businessweek.com/bwdaily/dnflash/content/nov2009/db20091111_508167.htm



