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Fiat Chrysler global HQ lands in London's ultra-posh West End

It seems Fiat is bent on bolstering its image as a global automaker, as word has leaked out that the Italian/American conglomerate has chosen to locate its global headquarters in a rather swanky neighborhood in London. According to Bloomberg, the rental location on St. James Street in London's West End is a 10-minute walk from Buckingham Palace, and Fiat Chrysler Automobiles will fill up three complete floors of an office building that also houses The Economist magazine.
As a neutral location between Italy and the United States, the London-based headquarters makes sense, though, at $277 per square foot, this area is said to be the most expensive office space in the world. There's no mention of what FCA has actually agreed to pay for renting the space, but we're certain it isn't coming cheap.
Not surprisingly, Bloomberg also cites research indicating that the largest number of immigrants moving into London from January through August of this year hail from Italy, which makes sense considering the number of Italian executives and workers we'd expect would have to relocate to the UK in order to work at Fiat's new home. The company reportedly plans to be in place in London by the time it holds its next round of board meetings in October.

Ferrari stock demand exceeding supply

As with the Ferrari cars, so it is with shares in the company's initial public offering: When Ferrari has a limited quantity of something to sell, demand far outstrips supply. Investors told banks weeks ago that bids for the $1 billion in stock – up to 18.89 million shares – would exceed the number of shares available over the entire expected range of $48 to $52. Ten percent of the company is going on the block' Bloomberg reports that the books close on the IPO on Monday at 4:00 pm. The final price will be set on Tuesday, and trading will begin Wednesday under the ticker symbol RACE on the New York Stock Exchange. Piero Ferrari, the son of Enzo Ferrari, will hold onto the ten-percent stake he currently has in the company. Fiat Chrysler will disburse the final 80 percent to its investors sometime in 2016. In combination with spinning Ferrari off from its parent company next year, the share sale is expected to put $4 billion into Fiat Chrysler coffers, which will be used to help fuel the growth of Alfa Romeo, Jeep, and Maserati. Assuming all goes to plan, Bloomberg says Ferrari will be valued at roughly $12 billion, a number $1 billion greater than the valuation Fiat Chrysler CEO Sergio Marchionne put on Ferrari earlier this year and higher than the brand's own internal assessment. Related Video:

Chrysler to veer away from 'Imported From Detroit' message?

Claim some ground, control that ground and then expand. Chrysler, wandering the Earth like Kane from Kung-Fu when it came to brand message after the bailouts, pulled off the first two feats in only 120 seconds when its "Imported from Detroit" commercial aired during the 2011 Super Bowl. Two years later and now that the brand has a center in the minds of consumers, the Chrysler Group's head of marketing, Olivier Francois, says it's time to move away from the "Detroit" component of that slogan and express the "Imported" aspect.
It is, more precisely, about positioning Chrysler as genuine competition for imports and not Ford or General Motors, but rather Toyota on quality or Audi on technology. A report in Forbes said that Francois not only "wants to attract import owners to Chrysler vehicles by focusing on quality, technology, fuel economy and style," but to "take back the lead in these four things." That is the new understanding he wants people to infer from the idea of Detroit - that the nation's car capital isn't just a patriotic rallying point but a lively competitor for established giants.
Chrysler has been running ads that no longer refer to Detroit, and recent efforts have linked a specific character to each brand - like Jenny with Jeep and Steven with the Chrysler 300 - to create brand separation. Francois hasn't detailed what he plans to do to bolster Chrysler's upscale pretensions, but his efforts would be helped by CEO Sergio Marchionne loosing the pursestrings and the arrival of strong new product.