From Fortune magazine:
Tinkering with brands is anything but a straightforward or sure thing. Just ask the marketing wizards who conjured the name “New Coke,” then “Coca-Cola II” and, finally, “Coke Classic,” which finally boosted sales, though not before a few careers went down in flames.
In giving a title to the newly merged global automaker, the names Fiat and Chrysler were scrapped earlier this year in favor of the alphabetic FCA N.V., incorporated in the Netherlands. And now Chrysler is being dropped from the title of FCA’s U.S. operations as well, replaced by FCA U.S. LLC. Consistency between corporate parent and subsidiary was the reason given.
So... no more "Chrysler Corporation." Chrysler cars will still be sold as "Chryslers," but the company itself is now just an acronym.