Magneti Marelli and Mopar co-branding case

The case aims to investigate the logic followed by Chrysler and Fiat to build their co-branding strategy in automotive aftermarket sector and the difficulties the companies have to face to develop a consistent approach. Through the results of a market research and thanks to the long field experience, the Mopar CEO figures out the existence of a significant market opportunity: 2.6 million of non Chrysler cars visited Chrysler dealership and more than 80% of the Chrysler dealers expecting for an all-makes program that let them able to offer services to all the vehicles (not only Chrysler cars). Consequently, Mopar aims to develop a new business and decides to access the Aftermarket segment through Magneti Marelli product range. The two companies opt for a co-branding strategy. The case investigates the main factors that lead the co-branding strategy and explores the path the companies have to follow in order to plan and realize the strategic brand alliance.