This is a case study of International Public Relations about the acquisition of Fiat Chrysler. Is the challenges for communication management and public relation in international mergers and acquisition.

1. CASE STUDY
FIAT CHRYSLER AUTOMOBILES CASE STUDY
Piergiorgio Frattari
Wojskowa Akademia Techniczna
Departement of Cybernetics
Course of International Public Relations

3. INTRODUCTION
●
The US automobiles industry has suffered severely in
the economic downturn
●
The integration between Fiat and Chrysler dates back to
2009 after Chrysler filed for Chapter 11 bankruptcy
reorganization on 30 April 2009, Fiat gradually acquired
the other parties' shares to take majority ownership of the
company
●
Fiat Chrysler Automobiles NV will become the holding
company for Fiat Chrysler Automobiles following the
reorganization of Fiat SpA and Chrysler Group LLC that
was announced on 29 January 2014. The
announcement came just a week after Fiat's acquisition
of 100% of Chrysler Group LLC on 21 January 2014

4. COUNTRY PROFILE
●
TARGET AREA: USA, EUROPE
●
For Chrysler this alliance means stability,
structural changes in manifacturing, new
technology, and access to Europe's market.
●
Fiat is expecting from this alliance a quick
access to the North American market and a
strong global presence

5. CASE PROFILE
●
The objective of the Fiat-
Chrysler integration is to
create an efficient,
competitive global
automaker through the
sharing of industrial and
technological know-how,
resources, projects, targets
and ambitions.
●
In this case we will see how
Fiat and Chrysler show to
the public and stakeholder
the acquisition and the
cooperation of their work

6. GROUP PROFILE
Fiat is an international auto group engaged in industrial activities in the
automotive sector that designs, engineers, manufactures, distributes and sells
vehicles for the Mass-Market and Premium Brands under the Fiat, Alfa Romeo,
Lancia, Abarth and Fiat Professional brands and Chrysler Group brands such
as Chrysler, Jeep, Dodge and Ram brand vehicles and vehicles with the SRT
vehicle performance designation, as well as Luxury and Performance cars
under the Ferrari and Maserati brands.

7. STRATEGY
- STRATEGY CONSISTED ON
THREE STEPS

8. FIRST STEP
●
ENGAGE WITH STAKEHOLDERS
●
Fiat Group’s success depends in large part on
how well they listen to and recognize the needs
and expectations of their stakeholders who,
directly or indirectly, affect the activities of the
Group or are influenced by them
●
They maintain an open, ongoing dialogue with
employees, customers, suppliers, dealerships,
academia, investors, advocacy and non-
governmental organizations institutions and
local communities.

9. ●
In 2013, in order to explore specific sustainability
issues with stakeholders, Fiat group's organize
three Stakeholder Engagement Events in Italy,
Brazil and the United States, with participants
reflecting the Group's main external stakeholder
categories.

10. SECOND STEP
●
FOR COSTUMERS Customers are at the
center of all of
processes, products
and services.
Fiat Group's suppliers are
essential strategic
partners in achieving the
high level of quality they
expect in their products,
services and operations.●
FOR EMPLOYEES
The integration between Fiat and
Chrysler is a pathway that provides
all employees with tremendous
opportunities for career development
and cultural exchange on a global
scale.
●
FOR BUSINESS
PARTNERS
CREATE VALUE

11. THIRD STEPS
CARE ABOUT ENVIRONMENT
●
Develop sustainable
mobility:
Ecology, efficiency, safety
and quality
●
Responsible production:
Fiat Group's commitment
preserving the
environment and natural
resources

12. OTHERS STEPS
●
RELATIONSHIPS WITH ORGANIZATIONS, ASSOCIATIONS
AND POLITICAL PARTIES
● FIGHTING CORRUPTION
●
INTEGRATION OF ECONOMIC, SOCIAL AND ENVIRONMENTAL
CHOICE

13. AIMS
●
Strategy is to combine Fiat and Chrysler into a fully
integrated, full-line automotive company that can
compete with giants like Volkswagen and Toyota
●
To create the world’s seventh largest auto group.
●
Even more important, however, is the spirit and values
the two organizations share: values such as integrity,
commitment to maintaining promises, transparency,
respect, rigor, reliability and passion.
●
Fiat-Chrysler partnership comes from the power to
innovate that has been generated by integrating diverse
cultures and experiences.

14. ●
Chosen for their technical and leadership abilities, the
members of the management team also reflect the
cultural and geographic diversity of the two
organizations. They are working to ensure a more
certain and rewarding future for everyone at Fiat-
Chrysler and an environment where the exchange of
cultures and know-how offers ample opportunity for
professional and personal growth.
●
Surviving and thriving in the wake of an acquisition
requires communication, organization, and an keeping
an open mind.

15. INSTRUMENTS
●
Product Team:
– Launches of new model and special version
●
Campaign amplification
– Special social media formats
– Support of other media
●
PR cooperation
– Press releases and news spreading
– Positive press articles sharing
– Press events coverage
– Press cars photoshooting

16. INSTRUMENT CD.
●
SOCIAL MEDIA

17. AIMS OF SOCIAL MEDIA
●
Managing an online community of Fiat
Group
●
Users of social media define the image of brands,
products, companies, entering into relationship with
them
●
Structuring the online
presence of Fiat Group
integral and integrated
at the international level

18. ●
The Fiat Corporate Hub App has been designed
specifically for Investors and Journalists. It’s a tool
that allows users to keep up to date with the Group’s
latest developments. Users have easy access to the
latest press releases and detailed financial
information, including share price, financial reports
and the financial markets. Further details available
directly on the App. It's possible download it for free!
●
FIAT CORPORATE HUB
INSTRUMENT CD.

19. INSTRUMENT CD.
●
TV ADVERTISEMENT (SUPER BOWL CASE)
●
The final game of American football is one of
the most popular events of the year in
television, both as a sporting event, whether as
a publicity event
●
For the first time a car designed, engineered
and built in Italy was seen simultaneously by
more than 110 million viewers
●
The new Fiat Automobiles Chrylser debuted at
the big game of the year in America, with three
commercials ads (Chrysler, Jeep and Maserati)

20. LINK - https://www.youtube.com/watch?v=KmpiwU50f5w
The world is full of giants.
They have always been here.
Lumbering in the school yards. Limping through the alleys.
We had to learn how to deal with them. How to overcome them.
We were small, but fast, remember? We were like a wind, appearing out of nowhere.
We knew that being clever was more important than being the biggest kid in the neighborhood.
As long as we keep our heads down As long as we work hard.
Trust what we feel in our guts, our hearts. Then we're ready!
We wait until they get sleepy. Wait until they get so big, they can barely move.
Then we walk out of the shadows
Quietly walk out of the dark
And Strike!
TEXT

21. INSTRUMENT CD.
●
LETTERS TO SHAREHOLDERS AND STAKEHOLDERS
Messages from John Elkann (Chairman) and Sergio
Marchionne (CEO) that demonstrate how
successfully the Group managed a very challenging
years.
John Elkann (Chairman) Sergio Marchionne (CEO)

22. ●
The Group approach to stakeholder
engagement relies on the assumption that
the voice of stakeholders is relevant and
potentially useful for the Group’s ability to
continuously strengthen its efforts as a
global sustainable player.

23. Marchionne rolls out Fiat-Chrysler five-year plan –
update
'Writes a new book, not just a new chapter' says
CEO
●
(ANSA) - New York, May 6 - Fiat-Chrysler
CEO Sergio Marchionne on Tuesday
launched the five-year plan for the
merging automakers. "Today we begin to
write a new book, not just a new
chapter," said the Canadian-Italian. "It's a
big day". Turin-based Fiat and Detroit-
based Chrysler are set finish their
merger, five years in the making, later
this year.

24. ● Marchionne told shareholders in late March he
plans to see a combined output of more than six
million autos per year by 2018.

25. INSTRUMENT CD.
●
Simply More
●
The FIAT brand's new, "Simply More," defines the Fiat 500 as
everything you need and nothing you don't. It represents the
notion that the simple things in life are treasures, alongside the
thought that the richness and fullness of a life well-lived is
defined by one's view of self-expression.

26. INSTRUMENT CD.
●
WEB SITE

27. Fiat and Chrysler create a new web site –
www.fiatspa.com - where we can know about the
group, governance, investors, sustainability,
innovation, carrers and media.

28. INSTRUMENT CD.
●
September - Dow Jones Sustainability
Indices (For fifth consecutive year, the
Group is included in the DJSI World and
Europe with top scores in several key
areas in the economic, environmental
and social dimensions)
●
December - World Class Manufacturing
(Group plant in Tychy, Poland, achieves World Class Manufacturing Gold Level)
●
April - Shanghai Motor show
●
March - Geneva Motor Show
EVENTS
Events will continue to play an integral role and develop a
relationship with those who may be new to the brand

29. INSTRUMENT CD.
●
MERCHANDISING
In Fiat and
Chrysler web is
possible buy T-
shirts, accessories,
key chains an so
on with the Fiat or
Jeep brand. It is a
strategy to build
costumer loyalty.

30. INSTRUMENT CD.
●
SPONSOR
●
Chrysler group have an agreement with
Juventus FC; Jeep is the main sponsor of
the best know team in Italy.

31. CONCLUSION
●
Following the acquisition of Chrysler, the
Group is making rapid progress in
completing the plan for the integration of
Fiat and Chrysler and asserting itself as a
strong and competitive group that is a
leader in technological innovation with a
global presence and comprehensive
product range

32. RESULTS
●
Fiat and Chrysler will be able to continue
improving their economies of scale while
becoming more nimble by merging many
administrative and financial operations
●
A leading global automaker, ranked
seventh in the world, with extraordinary
potential at the technical, professional
and human level

33. SUMMARY

34. REFERENCES
●
http://www.hu
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bowl_n_47152
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●
http://www.prnewsw
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releases/fiat-north-
america-drives-in-
new-marketing-and-
advertising-
campaign-
126508208.html
●
http://www.huffing
tonpost.it/2014/02
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super-
bowl_n_4715257.h
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●
http://www.fleetfin
ancials.com/news/
story/2014/01/fiat-
finalizes-chrysler-
acquisition.aspx
●
http://www.fleetfin
ancials.com/news/
story/2014/01/fiat-
finalizes-chrysler-
acquisition.aspx
●
http://www.fleetfin
ancials.com/news/
story/2014/01/fiat-
finalizes-chrysler-
acquisition.aspx