Shares of Fiat Chrysler (NYSE:FCAU) moved more than 6% higher in morning trading Monday after new reports indicated a Chinese auto giant might be interested in one or all of the carmaker’s brands.
According to CNBC, Great Wall Motor, China’s largest SUV and pick-up truck manufacturer, confirmed that it was interested in acquiring “all or part of” Fiat Chrysler, fueling rumors that the company may be particularly interested in the Jeep brand.
Nevertheless, Fiat responded to Great Wall’s statement by saying that it has not yet been approached about Jeep—or any other part of its business.
“Jeep is the most logical choice, since [Great Wall] wants to be the largest SUV maker in the world,” Shanghai-based auto consultant Yale Zhang told Reuters. “The Jeep brand is recognized globally. I think Great Wall Motor is eyeing a global strategy, not just the United States.”
While Fiat says that it hasn’t talked to Great Wall yet, we do know that the company is exploring strategic initiatives to help it combat rising costs, adapt to new regulatory standards, and develop electric and self-driving car technology.
In fact, Fiat Chrysler CEO Sergio Marchionne recently told analysts that the company’s new five year plan, which will be released next year, could include asset sales. Marchionne appeared hesitant to suggest that a sale would happen without other moves also taking places, but he did acknowledge that brands like Jeep, Ram, Maserati, and Alfa Romeo could exist on their own.
Jeep celebrated its 75th birthday last year, and the company traces its roots back to the iconic World War Two military vehicles. The brand sold about 1.4 million vehicles in 2016 and is aiming to reach the 2 million vehicle threshold in 2018.
In a research note published last month, Morgan Stanley (NYSE:MS) analysts suggested that Jeep’s enterprise value could be as high as $27 billion, making it more valuable than the entirety of Fiat Chrysler right now. The firm also suggested that Jeep could benefit from the rumored departure of Marchionne, who is expected to leave Fiat Chrysler at the end of 2018.
“Given the importance and complexity of realizing the hidden value of Jeep, we see the catalyst path as very much aligned with Sergio's remaining time at FCA,” said Morgan Stanley’s note.
Great Wall’s desire to become the world’s largest SUV manufacturer, as well as the skyrocketing popularity of sporty vehicles in China, make the Baoding, Hebei-based company seem like a logical destination for the Jeep brand.
However, any potential deal between Great Wall and Fiat Chrysler will likely face intense regulatory scrutiny, especially considering President Donald Trump’s desire for domestic carmakers to move some of their manufacturing back home.
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