The two leading suppliers in automotive industry, Calsonic Kansei and Magneti Marelli announced their unite into one single brand, MARELLI. Calsonic Kansei Corporation is a Japanese automotive company which has 58 manufacturing centers spread throughout the United States, European Union, South Korea, Mexico, Thailand, United Kingdom, South Africa, India, China, and Malaysia. While Magneti Marelli is headquartered in Corbetta, Italy, and includes 86 manufacturing plants, 12 R&D centres and 26 application centers in 19 countries.
We selected MARELLI after a great deal of analysis. Though Calsonic Kansei has a strong presence in Asia and Japan, when we looked at total brand value and awareness among customers around the world, the “Magneti Marelli” brand is more widespread. It is important to hold onto the existing brand equity that comes from Magneti Marelli, but do it in a way that is fresh, recognisable to global customers, represents the same high quality and innovation for which we are known, as well as creating a sense of unity through a single brand name with a new image.
“For our 62,000 global employees, coming together as MARELLI unites us all as one team, with one common identity, and takes us a step closer to creating a leading player, which will generate the best career opportunities for our people over the long-term. Our priority now is to ensure operational continuity for the benefit of all of our customers, and make sure all stakeholders feel part of the transition so they can maximise the opportunities that will arise as a result of these changes”
The new logo pays homage to the long history of innovation and manufacturing excellence that has brought success to the company and its customers, by incorporating the corporate colours from Calsonic Kansei (light blue) and Magneti Marelli (dark blue). The logo is formed of two geometric shapes which symbolize the company’s engineering precision and technological know-how.
In addition, the two shapes are upward-pointing arrows signifying progress and the future, while their union signifies the combination of two powerful companies coming together as partners in a collaborative spirit.