Two rival car making companies possibly working together on new innovations and explorations within the automotive industry, will possibly result in a vehicle that stands out from the competition.

Fiat Chrysler Automobiles (FCA) (FCHA.MI) boss Sergio Marchionne said on Sunday that seeking a tie-up with General Motors (GM.N) was a “high priority” and such a deal would also be the best strategic option for its U.S. rival.

GM’s board rebuffed a merger proposal from the Italian-American carmaker earlier this year. That has not stopped Marchionne from wooing his bigger competitor as he seeks to reduce the number of players in the industry and share the prohibitive costs of building greener and more intelligent cars.

“That discussion remains a high priority for FCA,” he told journalists on the sidelines of the Formula One Italian Grand Prix in Monza, northern Italy.

He did not want to discuss the next steps FCA might take or their timing, but said a merger with GM would “be the best possible strategic alternative for us and for them. General Motors does remain the ideal partner for us and we represent a not easily replaceable alternative for them.”

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