Fiat reportedly to axe Bertone name if bid accepted
2007 Bertone Fiat Barchetta concept – Click above for high-res image gallery
When you're dealing with a company as established and reputed as Bertone, the whole is much more than the sum of its parts. Apparently Fiat feels otherwise, as the rapidly expanding Italian auto giant eyes its latest target strictly for its assets.
According to a statement supposedly issued from the company's press office, if Fiat succeeds in its bid to acquire Bertone's contract manufacturing operations – currently in receivership following bankruptcy proceedings – it will not use the Bertone name and only absorb its Grugliasco assembly plant, along with its skilled workforce, into its corporate structure. Any inference from the Bertone takeover applied to Fiat's acquisition of Chrysler would of course be pure speculation, but the move would surely be good news for the recently separated Stile Bertone design studio responsible for the Mantide concept.
Gallery: 2007 Bertone Fiat Barchetta
[Source: Autocar]
Reader Comments (Page 1 of 1)
Mike7 8:11AM (7/23/2009)
That would be like VW taking control of Porsche and then dumping the Porsche name and badge.
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summazooma 8:14AM (7/23/2009)
Glad that you mentioned that Stile Bertone was separated from the manufacturing concern; Bertone will still exist but only as a Design firm, which is how most people know it, anyway.
I am somewhat surprised, having said that, that Fiat would completely drop the Bertone name, seeing as how this might be considered a connection to a long (and, arguably, notable) history of Bertone Fiats (encompassing some of the beautiful early Giugiaro designs, 850 Spyder & Fiat Dino Coupe)... Is it possible that, since the Design concern would remain independent, Fiat is obliged to not use the Bertone brand, as part of the agreement to purchase Bertone's manufacturing assets?
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SNIFFDAR 8:19AM (7/23/2009)
Fiat X/19/Bertone X1/9 anyone?
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Phil L. 10:33AM (7/23/2009)
Yes.
I had a '74 X1/9. It wasn't straight (I found some mediocre collision repair work) and the motor smoked a bit (when I got it, the interference motor had thrown a timing belt; 3 valves bent - the 4th broke off!), but it was a pile of fun, and is still my definition of a go-kart-on-rails driving experience.
Wayno-san 8:28AM (7/23/2009)
Is that Iron Man?
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sparrk 10:06AM (7/23/2009)
it's his Italian cousin.
Gardiner Westbound 10:36AM (7/23/2009)
That's dumb!
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alan 2:31PM (7/23/2009)
its a bugaudi
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