By on July 16, 2020

A word is a powerful tool. It can instill deep feelings, trigger emotions, and just generally play with someone’s head. And when a singular word happens to be the name of a company, its creators had best choose wisely.

Wednesday’s joint announcement from Fiat Chrysler and PSA Group got plenty of people talking about words — well, one particular word. Let’s play a game.

As you read yesterday, FCA and PSA plan to name their merged companies Stellantis. It’s a take on the Latin word “stello,” meaning “to brighten with stars.”

While us uneducated boors here at TTAC World Headquarters haven’t boned up on our Latin lately, we assume few others have, either. Which is why the creators of Stellantis faced an avalanche of jokes.

To most, the word means nothing, so the brain instead associates it with something that sounds like it. Space ships and man pills and the like come to mind.

Maybe you’ve got a better name for a fusion of FCA and PSA. Surely you can think of a title for the group poised to sell Dodges and Peugeots under the same umbrella?

[Image: Fiat Chrysler]

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