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Fiat Chrysler Automobiles SWOT & PESTLE Analysis

ID : 52590753| Nov 2019| 15 pages

COMPANY PROFILE -Fiat Chrysler Automobiles

Business Sector :Designing, Manufacturing and selling vehicles and related parts, services and production systems

Operating Geography :Europe, Global

About Fiat Chrysler Automobiles :

Incorporated in April 2014, Fiat Chrysler Automobiles N.V. (FCA), is an international automotive group when the Fiat group acquired the Chrysler group. The merger of an American company and an Italian company created a multinational organization the employees around 236,000 employees in more than 140 countries with operations in approximately 40 countries. The company designs, engineers, manufactures and sells vehicles, its components and production system. Fiat Chrysler has over 198,000 employees globally as of 2019. Fiat Chrysler Automobiles' is primarily headquartered in the Netherlands, and the financial headquarters are located in London for tax purposes.
The automotive giant is involved in the manufacturing and distribution of light commercial vehicles, passenger cars and light trucks throughout NAFTA (The North American Free Trade Agreement), LATAM (Latin America), APAC (Asia-Pacific) and EMEA (Europe, the Middle East and Africa). Brands under which mass market vehicles are sold are Abarth, Chrysler, Alfa Romeo, Fiat, Fiat Professional, Dodge, Jeep, Lancia and Ram. For the mass production of these brands, it has a centralized designing, engineering, development and manufacturing operations. The Company engages in vehicle shipments along with the sale of parts, accessories and service contracts under its Mopar brand. Under the umbrella of its Comau brand, FCA oversees the designing and production of industrial automation system and products for the automobile industry. It lends financing to its retail customer and dealers along with leasing, rental and factoring services either through joint ventures, its subsidiaries or through third party financial institutions. The company is listed on the New York Stock Exchange (FCAU).
The Chrysler Group believes in having a vision-driven mission to create a brand that consumers will repeatedly patronize: "Our vision is to build cars and trucks people want to buy, will enjoy driving and will want to buy again." This Italian-American multinational corporation, Fiat Chrysler Automobiles N.V.’s USP or unique selling proposition lies in being the world's eighth largest auto maker offering elegant, stunning and affordable global luxury brand of cars globally.

Fiat Chrysler Automobiles Revenue :


€110,412 million – FY ended 31 December 2018 (year-on-year growth of 4.42%)
€105,730 million – FY ended 31 December 2017

Competitive Analysis of Fiat Chrysler Automobiles

SWOT
PESTLE
The SWOT analysis of Fiat Chrysler Automobiles is presented below:
Strengths
Weaknesses
1. Broad portfolio of strong brands
2. Strong financial health and ancillaries setup
3. Global sales and distribution network
4. Globally situated world class manufacturing facilities
5. Strong focus and investments on research and development
1. Reduced surplus profits of vehicles due to Fleet Sales
2. Product recalls causing huge financial losses
3. Absence of captive financing arm
4. Delay in electrification strategy to impact margins
Opportunities
Threats
1. Shift to Electric Vehicles
2. Opportunity in autonomous vehicles segment
3. Fast growing Emerging Markets
4. Exploring White space products to drive business growth and bring in disruption
1. Cyclic nature of the business
2. Car industry’s consolidation dream remains elusive
3. Impact of global trade war and protectionist policies
4. New entrants (tesla, apple, Google) compete for precious human resources especially in tech and software development
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Detailed SWOT Analysis of Fiat Chrysler Automobiles

 

Strength

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Weakness

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Opportunity

1. Shift to electric vehicles: Electrification is a key technological transition that the automobile industry is most likely to undertake in the near future; this has been addressed by FCA in its business plan. FCA is planning to spend around 9 billion euros ($10.5 billion) by 2022 to develop electric vehicles. The company's synergy for 2022 is to offer 12 electrified propulsion systems in global architectures covering the entire range of vehicle segments and over 30 vehicle nameplates with electrified solutions. Brands such as Jeep SUVs, Ram pickups, and Alfa Romeo and Maserati luxury cars which employ combustion engines contributed around 65% of the total revenues in 2018 and the company forecasts it to spiral to approximately 80% in 2022. Due of this the company aims to increase its profit to €16 billion ($18.71 billion) by the end of 2022 almost double that of 2018. To achieve this target the company is planning to have some version of electrified powertrains for all its newer models under Jeep, Maserati and Alfa Romeo brands along with alternate powertrain for high-end premium trucks under the Ram brand.

2. Opportunity in autonomous vehicles segment: Automotive provider are modifying their plans to incorporate the opportunities of autonomous vehicles which are primarily driven by consumer demands for safety, convenience and quality time as well as delegating a large number of tasks that are currently performed by the drivers and the business opportunities provided by large ride sharing companies whose 70% of revenue is spent on driver share and incentives as well as Transportation-as-a-Service (TaaS) fleets. Connected cars will help in predictive maintenance, offer information related to services and provides an engaging experience of brand ownership while keeping the customer connected to their home and office. The company partnered with three major tech players in the Autonomous Driving and Artificial Intelligence field which are Waymo Google’s Self Driving Technology Company for developing Waymo equipped self-driving vehicles for retail customers, BMW for sharing resources and data for validation and reliability testing and APTIV for collaboration on autonomous technology studies and development projects.

3. Fast growing emerging markets: Emerging markets are among the fastest growing economies in the world and provide attractive opportunities for automotive companies. For long Fiat has been the biggest car maker in Brazil, and one of the biggest in South American markets like Argentina whereas Chrysler is virtually invisible. But it hardly has any presence in the other BRICs. Fiat has been kept alive in Brazilian markets but the company loses money in India and Europe whereas both Fiat and Chrysler do not have any presence in China the world’s largest auto market with little presence in Russia through its partners. The company needs to venture into Russia, India and China which can provide it with extra sales but it needs to focus on the individual markets with strategy of producing newer designs in partnership with local car makers aimed specifically at that country. At the same time, it is important to note that the pricing needs to be in the middle segment as FCA wants the cars to be profitable and not simply buy market share through discounting.

4. Exploring White space products to drive business growth and bring in disruption: The “white space” of the automobile industry, which is constituted of new vehicle segments is fast turning into a sales and growth booster for most companies as consumers are showing a decreasing interest in traditional sedans in all sizes and price ranges. The key is the identification of a specific whitespace which the company can call its own and subsequently phase into it as a business focus. This will make the product unique and help to strengthen the brand by increasing the customer value. FCA is aiming at portfolio expansion with 19 white space products and 10 battery electric vehicles (BEV), renewal of key high volume products as over 75% of capex relates to global brands. Additionally, 4 BEVs are gearing to be lined up by the China JV.

Threat

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Major Brands :

  • Abarth
  • Chrysler
  • Alfa Romeo
  • Fiat
  • Fiat Professional
  • Dodge
  • Jeep
  • Lancia
  • Ram
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TABLE OF CONTENTS
DELIVERY AND FORMAT
WHY CHOOSE US?
References used in Fiat Chrysler Automobiles Analysis Report

1. Fiat Chrysler Automobiles Website - https://www.fcagroup.com/en-US/Pages/home.aspx

2. Fiat Chrysler Automobiles financial report semiannual 2019 - https://www.fcagroup.com/en-US/investors/financial_regulatory/financial_reports/files/FCA_NV_2019_06_30_Semi-Annual_Report.pdf

3. Fiat Chrysler Automobiles annual report 2018 - https://www.fcagroup.com/en-US/investors/financial_regulatory/financial_reports/files/FCA_NV_2018_Annual_Report.pdf Fiat Chrysler Automobiles group overview - https://www.fcagroup.com/en-US/group/Pages/group_overview.aspx

4. Fiat Chrysler Automobiles revenue 2014-2019 - https://www.macrotrends.net/stocks/charts/FCAU/fiat-chrysler-automobiles/revenue

The detailed complete set of references are available on request in the 'Complete report' on purchase.

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SWOT & PESTLE.com (2019). Fiat Chrysler Automobiles SWOT & PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/fiat-chrysler-automobiles/ [Accessed 12 Dec, 2019].

In-text: (SWOT & PESTLE.com, 2019)

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Fiat Chrysler Automobiles SWOT and PESTLE analysis has been conducted and reviewed by senior analysts from Barakaat Consulting.

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Fiat Chrysler Automobiles SWOT & PESTLE Analysis
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