Fiat Chrysler bags #12 on ranking of most expensive brands ever acquired

The merger between PSA Peugeot and Fiat Chrysler Automobiles became effective one week ago, on Jan 15th, 2021. The merged company was renamed to Stellantis NV.

For accounting purposes, Fiat Chrysler was treated as the acquired entity, and its assets were valued in a purchase price allocation. The valuation (which is still preliminary) reports a value of EUR 10,367 million for the portfolio of brands of FiatChrysler, making it the 12th most expensive brand portfolio ever changing hands in an acquisition. FCA’s brands include Fiat, Chrysler, Dodge, Jeep, Ram, Alfa Romeo, Lancia, Abarth, Maserati and SRT.

The brand portfolio was valued with an average royalty rate of 1%. This is in line with the royalty rate applied when Fiat took over Chrysler, and when Peugeot took over Opel Vauxhall. This royalty rate might seem surprisingly low, considering the awareness and reputation of famous passenger car brands. However it reflects week profitability in the consumer vehicles sector, overcapacities, technological changes and environmental issues.

Prior to the merger, Fiat Chrysler shipped 4.4 million vehicles annually and was the eigth largest automaker in the world.

For more in-depth information about the 25 most expensive brands ever acquired, please download MARKABLES white paper “Fiat Chrysler joins Top-25 list of most expensive brands ever acquired“.