We've long believed that in the years to come, there'll only be three or four car firms in total – titans that will monster up ailing manufacturers, with existing brands relegated to being little more than badges on different (but fundamentally identical) cars.
The day will come, and this is possibly the most polarising example of them all, when a BMW M3, AMG-C63 and Audi RS4 will essentially be the same car, a generic German super saloon owned by one Teutonic company with one benefactor footing the bill. Ok, maybe boot Audi, but only because its already member of the vast VAG group made up of Volkswagen, SEAT, Skoda, Lamborghini and Bentley.
Indeed, a company that makes badges might be the most lucrative business of them all, as vehicles that once were rivals now share more than just their complete chassis components. Just look at how the Ford Ranger will be spawning the next VW Amarok as an example. Look at the BMW Supra, and more.
This is a union of two companies with incredible brands and a skilled
and dedicated workforce. Both have faced the toughest of times and have
emerged as agile, smart, formidable competitors – Mike Manley
Now, about that new family
Let's break it down like this; in the PSA camp you have Peugeot of course, Citroen and DS, Opel and Vauxhall – the latter two being the result of a fairly recent union too. Group PSA boss, Carlos Tavares recently opined, “Our merger is a huge opportunity to take a stronger position in the auto industry as we seek to master the transition to a world of clean, safe and sustainable mobility and to provide our customers with world-class products, technology and services. I have every confidence that with their immense talent and their collaborative mindset, our teams will succeed in delivering maximized performance with vigour and enthusiasm.”
And so, it joins the FCA's robust line-up of Italian and American marques including Fiat and Chrysler, Jeep, Alfa Romeo, Abarth, Lancia, Dodge and Ram. FCA boss, Mike Manley added that, “This is a union of two companies with incredible brands and a skilled and dedicated workforce. Both have faced the toughest of times and have emerged as agile, smart, formidable competitors. Our people share a common trait – they see challenges as opportunities to be embraced and the path to making us better at what we do.”
Indeed, a bloody big union measuring thirteen strong, with representation from the USA and much of Europe. Of course, it makes perfect sense in a world where resource sharing is key to survival, when the world has migrated to Uber rides and working from home, and a time when we are more likely to spend R2,000 per month on the latest smartphone than a brand new car.
Who's next? Can we expect a Chinese-Indian mashup to create the mightiest auto powerhouse of them all? Certainly begs considering.
