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.............................. FIAT
Logo and Trademark..............................
Fiat S.p.A., is an Italian automobile manufacturer, engine manufacturer, financial and industrial group based in Turin, Northern Italy. Founded in 1899 by a group of investors including Giovanni Agnelli, the company name FIAT is an acronym for Fabbrica Italiana Automobili Torino (Italian Automobile Factory of Turin), and it also means "let there be" in Latin. Fiat was also an aircraft manufacturer at one time.
Fiat branded cars are constructed all around the world; in Italy, Poland, Brazil (best seller) and Argentina. Joint Venture productions in France, Turkey, Egypt (with the state owned Nasr car company), South Africa, India and China. Agnelli's grandson Gianni Agnelli was Fiat chairman from 1966 until his death on January 24, 2003. However, from 1996, he only served as an "honorary" chairman, while the chairman was Cesare Romiti. After their removal, Paolo Fresco served as chairman and Paolo Cantarella as CEO. Umberto Agnelli then took over as chairman from 2002 to 2004. After Umberto Agnelli's death on May 28, 2004, Luca Cordero di Montezemolo was named chairman, but Agnelli heir John Elkann became vice chairman at age 28 and other family members are on the board. At this point, CEO Giuseppe Morchio immediately offered his resignation. Sergio Marchionne was named to replace him on June 1, 2004.
Fiat Auto's sales in Europe grew by 20% in 2006, with sales totalling 1.2 million units. So far this year Fiat Auto's European sales are up by almost 8%, with sales of more than 1 million units over the first 9 months of the year. Market share was 7.5% in 2006, with Fiat's market share this year expected to be around the 8.3% mark. The Fiat brand is the fastest growing element of the group, with sales up 10% in Europe so far this year. Fiat makes up more than 80% of Fiat Auto's sales in Europe, with sales to date of almost 800,000 units. The next largest part of the group is Alfa Romeo, sales so far in Europe this year are 115 thousand (Up 2%), Fiat Auto is completed by Lancia, which has accumulated 100 thousand sales to September (Up 5%). Fiat Auto is the 6th biggest selling car group in Europe, while Fiat is the 5th largest individual brand. Italy is by far Fiat's largest market in Europe-more than two thirds of all Fiat Auto products sold in Europe are sold here. Fiat Auto expects to sell 1.35 million cars in Europe this year, of which 800 thousand or so will be sold in Italy. France is the next largest market with 150 thousand sales expected. The UK, Germany and Spain are other large markets for Fiat Auto.
Fiat Auto is currently enjoying a renaissance. Sales are soaring, its image is stronger than ever, and its efforts to improve reliability seem to be finally paying off. It's hard to believe that Fiat almost went into receivership in 2001. Even harder to believe is the fact that Fiat Auto made a $600 million loss in 2004. Fiat Auto's success has a huge effect on the success of the company as a whole. To keep Fiat Auto going strong, huge investment must be spent on constantly developing new models. The Fiat brand plans to launch no fewer than 10 all new cars and 3 all new vans between now and 2010. On top of this Fiat plans to expand hugely in China, India, North Africa and Russia. A return to the US is vital if Fiat wants to challenge to become the worlds largest car maker. The Fiat brand may return to the US in 2012, though this is unconfirmed. It seems certain that Fiat wil re-enter the US market before 2020 however. Fiat Auto's most ambitious plans are for Lancia and Alfa Romeo. By 2010 Fiat wants both manufacturers to produce more than 300 thousand cars a year. Alfa is to return to the US market in 2010, and will launch 6 all new models between now and 2010. In addition to a return to Scandinavia in 2008, Lancia will also resume production of right hand drive vehicles for the United Kingdom, Ireland and Japan during phase one of its expansion. By 2010 Lancia will also have expanded into Australia, New Zealand, China and India. To accompany its expansion into new markets Lancia is to launch all five new models between now and 2010. This new model range will see the return of the Delta. Fiat Auto is aiming for 4 million sales worldwide by 2010, this year Fiat Auto expects to sell 2.75 million vehicles.
The group's activities were initially focused on the industrial production of cars, industrial and agricultural vehicles. Over time it has diversified into many other fields, and the group now has activities in a wide range of sectors in industry and financial services. It is Italy's largest industrial concern. It also has significant worldwide operations, operating in 61 countries with 1,063 companies that employ over 223,000 people, 111,000 of whom are outside Italy.
Fiat Group is the largest automobile manufacturer in Italy, with a range of cars including the Fiat Panda, Grande Punto, Stilo, Idea, Croma, Ulysse and Dobḷ. Car companies are run by Fiat Group Automobiles S.p.A, Ferrari S.p.A. and Maserati S.p.A.. Today automobile group runs well known firms like Lancia Automobiles S.p.A, Alfa Romeo Automobiles S.p.A, Abarth & C. S.p.A., Fiat Automobiles S.p.A, IVECO S.p.A., and Maserati S.p.A.. Ferrari S.p.A. is owned by the Fiat Group, but is run autonomously. Light automobile sales accounted for 46.8% of total revenues during fiscal 2004 (3.2% of which is from Ferrari).2
The European Car of the Year award, Europe's premier automotive trophy for the past 40 years, has been awarded twelve times to the Fiat Group, more than any other manufacturer. Commercial vehicles (Iveco and Seddon Atkinson), buses (Iveco and Irisbus) and firefighting vehicles (Camiva, Iveco and Magirus). For information on their military vehicles, see Ariete. On 17 April 2007 "Fiat Veicoli Commerciali" was rebranded as "Fiat Professional". Some of Fiat's Light Commercial Vehicle products include; Fiat Ducato, Fiat Scudo and Fiat Dobḷ Cargo. See Fiat Professional for more details on Fiat's Light Commercial Vehicle Products.
In 1959, Piaggio came under the control of the Agnelli family. Resultantly, in 1964 the aeronautical and motorcycle divisions split to become independent companies; the aeronautical division was named IAM Rinaldo Piaggio. Today the airplane company Piaggio Aero is controlled by the family of Piero Ferrari, which also still hold 10% of the carmaker Ferrari.
Vespa thrived until 1992, when Giovanni Alberto Agnelli became CEO - but Agnelli was already suffering from cancer, and died in 1997. In 1999, Morgan Grenfell Private Equity acquired Piaggio. Fiat itself was an important aircraft manufacturer, focused mainly on military aviation. After the World War I, Fiat consolidated several Italian small aircraft manufacturers, like Pomilio and Ansaldo. Most famous were Fiat biplane fighter aircraft of the 1930s, Fiat CR.32 and Fiat CR.42. Other notable designs were fighters CR.20, G.50, G.55 and a bomber, the Fiat BR.20. In 1950s, the company designed the G.91 light ground attack plane. Then, in 1969 an aerospace division of Fiat merged with Aerfer to create Aeritalia.
Over time, most automotive companies around the world have become holding companies of foreign as well as domestic competitors. For example, the U.S. company General Motors owned a controlling interest in Sweden's Saab Automobile and, until recently, in Japan's Isuzu. Fresco signed a joint-venture agreement in 2000 under which GM acquired a stake in Fiat. This made it appear as if Fiat was next, although GM has made joint ventures with other companies (such as Toyota) without acquiring them. Nevertheless, Fiat did not see the GM partnership as a threat, rather as an opportunity to off-load its automotive business. The agreement with GM included a put option, which held that Fiat would have the right to sell GM its auto division after four years at fair market value. If GM balked, it would be forced to pay a penalty of $2 billion. When Fiat tried to sell GM the company, GM chose the penalty. On May 13, 2005 GM and Fiat officially dissolved their agreement, and Fiat is now courting Ford.19 The current CEO views alliances such as these as the deciding factor of the future success of Fiat.
As part of the recent divestitures, in 2003 Fiat shed its insurance sector, which it was operating through Toro Assicurazioni to the DeAgostini Group. In the same year, Fiat sold its aviation business, FiatAvio to Avio Holding. In February 2004, the company sold its interest in Fiat Engineering, as well as its stake in Edison.
Sergio Marchionne has begun to impress investors since taking over as CEO in June, 2004. Losses have fallen steadily since 2002, and Q4 of FY2005 saw its first profit in 17 quarters, and had a profit of 196M Euros for the first 9 months of FY2006.22 Mr. Marchionne has succeeded more than Fresco in taking an axe to Fiat's bloated managerial bureaucracy and changing its tone to a focus on markets and profits. (Marchionne was raised in Canada by Italian parents.) While the charismatic chairman, the well-connected Luca di Montezemolo, dealt with politicians and unions, Marchionne rebuilt the car business. The success of the Grande Punto model has in large part been responsible for the turnaround in Fiat's fortunes.Fiat has formed a joint venture with India's TATA motors and has started its second innings with a force .
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