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]

Get the latest TTAC e-Newsletter!

21 Comments on “QOTD: Ready to Play the Name Game?...”


Read all comments

Recent Comments

  • ravenuer: I tend to agree with much of what you say, but I hear a codger in the background hollering “get off...
  • ravenuer: I give a hearty recommendation to the Michelin Defenders. Put a set on my 2010 Rav4 V6. Excellent handling,...
  • sgeffe: Nice!
  • sgeffe: They’ve already done so with the Accord. There’s power to be unlocked, but the elephant in the room is...
  • C5 is Alive: If memory serves, one of the auto mags reported Toyota held back the E140 Corolla for a year in North...

New Car Research

Get a Free Dealer Quote

Who We Are

  • Adam Tonge
  • Bozi Tatarevic
  • Corey Lewis
  • Mark Baruth
  • Ronnie Schreiber