Chrysler Europe was the American automotive company Chrysler's operations in Europe from 1967 through 1978. It was formed from the merger of the French Simca, British Rootes and Spanish Barreiros companies. In 1978, Chrysler divested these operations to PSA Peugeot Citroën. PSA rebadged the former Chrysler and Simca models with the revived Talbot marque, but abandoned the brand for passenger cars in 1987, although it continued on commercial vehicles until 1994. Among the remaining Chrysler Europe assets still in existence are the former Simca factory in Poissy, the former Barreiros plant in the Madrid suburb Villaverde, which both serve as major Peugeot-Citroën assembly plants, and the Rootes Group research and development complex in Whitley, Coventry, which is now the headquarters of Jaguar Land Rover. History Formation Chrysler Corporation had never had much success outside North America, contrasting with Ford's worldwide reach and General Motors' success with Opel, Vauxhall, Holden, and Bedford brands. Chrysler first established an interest in the French-based Simca in 1958, buying 15% of the Simca stocks from Ford. In 1963 Chrysler increased their stake to a controlling 63% by purchasing further stock from Fiat. Chrysler acquired a 35% share of the Spanish Barreiros in 1963, and it became part of Chrysler Europe in 1969. After failing to acquire an interest in the British-based Leyland Motors in 1962, Chrysler bought a 30% share in Rootes Group in 1964. Rootes was formally taken over by Chrysler following purchase of the remaining shares in 1967. In 1970 Rootes was formally named "Chrysler (UK) Ltd." and Simca became "Chrysler (France)", with the Hillman marque finally being replaced by Chrysler on the UK market in 1976 and Simca surviving until after the PSA takeover in 1979. Branding Although the original marques were retained at first, from 1976 British-built cars were badged as 'Chryslers', while the Simca badge appeared on French versions, though with the Chrysler pentastar, in some markets the cars were sold as Chrysler-Simca. Chrysler used the Dodge marque on commercial vehicles produced by both Simca and Rootes (Commer and Karrier, but in addition using rebadging to sell vehicles overseas under the Fargo and DeSoto brands). In addition, in some countries, such as Spain, the Dodge and Simca marques would be used for other vehicles, mostly Spanish-designed (ex-Barreiros) trucks and buses and locally-built versions of US-market vehicles or local versions of Simca cars. The company systematically retired the previous marques from