Calsonic Kansei, which operates a technical center in Farmington Hills, and Magneti Marelli, which has its U.S. headquarters in Auburn Hills, today announced they will unite under the MARELLI brand. The agreement brings two global automotive manufacturers together. Terms of the deal were not disclosed.
“We selected MARELLI after a great deal of analysis,” says Beda Bolzenius, CEO of MARELLI. “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, recognizable 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.”
MARELLI operates 170 facilities and research and development centers across Europe, North America, South America, and Asia Pacific. It employs 62,000 people. The new company has operational headquarters in Japan, where Calsonic Kansei was based, and Italy, where Magneti Marelli was based.