[franch]

They keep all the marquees because they sell better in the various European national markets, but many models are now the same platform with some small aesthetic changes. For example the new electric citroen berlingo / fiat doblo / opel combo are the same car:

https://www.citroen.it/modelli/berlingo/elettrico.html

https://www.fiat.it/e-doblo/e-doblo

https://www.opel.it/veicoli/gamma-combo/combo-e-life/panoram...

[gsnedders]

Heh, I debated putting a second paragraph about this. And yes, while it's not like they're paying the entire cost of developing a car from scratch each time, there's still a lot of duplication of work.

They still have a fair number of unique parts, they still have a fair amount of individual development and certification, they still have their own parts supply chains… these all add costs compared with literally having the same vehicle.

It's not that I see no reason to have multiple marques—after all, there is meaningful differentiation between the different VW ones, for example. But at some point you've got to stop and ask when you have too many.

[touristtam]

Yes and unfortunately that's what Chrysler are well known for. Hopefully their culture of churning rebadged (I am a bit harsh here) car has died with the merger of all of those corporation.

Chrysler has been taken over by different entities throughout the last 40 years but somehow managed to drag the new owner down every time. A bit like Rover before the Chinese takeover.