The combined businesses of Fiat Chrysler Automobiles NV and Peugeot maker PSA Group made its debut on the Paris and Milan stock exchanges Monday and will start trading on the New York Stock Exchange Tuesday under the new name, Stellantis.
Stella-what?
Ever since the name of the merged entity was unveiled in July, it has puzzled car industry experts, dealers and customers.
Why not go with one or several of the more identifiable names in the group’s stable of brands? There is Jeep, Dodge, Alfa Romeo and Maserati. Some critics say the name is more evocative of a prescription drug than anything on wheels.
The car columnist for newspaper The Australian wrote the name rang like “a product to ease stomach pain,” while trade publication Automotive News’ story about the unveiling carried the headline: “Take 2 Stellantis and call me in the morning…”
