German business publication Manager Magazin is reporting that Volkswagen could be interested in acquiring Fiat. The Agnelli family, which controls the industrial conglomerate, is apparently looking to exit the volume car manufacturing business.
According to the article, the Agnelli family would retain Ferrari, while Volkswagen would benefit from Chrysler and its associated brands by giving it a foothold in America, where it has traditionally struggled. VW CEO Ferdinand Peich has long coveted Alfa Romeo, though it’s unclear what would happen to FCA’s other brands.
Any deal would be faced with a number of obstacles, including financial issues and inevitable consolidation of the respective brand portfolios. But the Agnelli family’s desire to exit the volume car manufacturing business is a wise one, given the constantly shaky market conditions in Europe, their exposure to the hardest hit regions of that continent and the massive overcapacity crisis currently plaguing its assembly plants. By contrast, Ferrari is a license to print money, generating enormous profits from its merchandising arm alone. Sergio Marchionne has long said that economies of scale above 6 million units are required to survive in this next era of the automotive business – this may be the most expedient way for him to achieve that goal.