EU: Audi and Fiat tussle over nameplate

Fiat owns the Q2 and Q4 nameplate, and uses the duo to distinguish between their two-wheel or all-wheel drive models. Audi has been interested in the name for a while now, and intends to use the Q2 badging on a car which should compete with the Nissan Juke and the Mini Cooper. However, the CEO of the Fiat Group, Sergio Marchionne, has no interest at all in selling the nameplates to their VW-Audi Group rivals. The bad blood stems from VW Group CEO Ferdinand Piëch’s desire to acquire Alfa Romeo. He made it publicly known that he could help Alfa Romeo sell up to 4 times as many cars should VW-Audi own it. When that failed, Piëch tried to kill off the brand by pricing their cars aggressive during the worst of the car sales slump in Europe. The final nail in the coffin came when a VW-Audi Group press officer said Marchionne is incapable of leading the European Automotive Manufacturers Association (ACEA), and that VW will leave the organisation should Marchionne is to become the leader of it.   The Q2 and Q4 nameplates will remain property of the Fiat Group as long as Sergio Marchionne is in power. However, he intends to leave the firm in 2018. Maybe then can Audi purchase the rights to the name from Marchionne’s successor.Pictures used for illustration purposes only.