Stellantis Mexico Expands SBH Dealer Model With Two Key Openings

Stellantis Mexico is advancing its major retail transformation strategy, celebrating the introduction of the Stellantis Brand House (SBH) concept at two longstanding dealership groups—Michoacán Motors in Morelia and Automotriz del Noroeste in Ciudad Obregón. These upgraded facilities represent a big shift in how the company intends to deliver customer service going forward, with the goal of strengthening the buying and ownership experience across all Stellantis brands.

The SBH dealer model focuses on presenting each participating brand with its own identity. Instead of crowding multiple nameplates under one roof without distinction, SBH separates showrooms by brand—giving Jeep®, Ram, Dodge, FIAT, and Peugeot customers a more focused, more premium shopping experience. That means a Ram Truck buyer can walk into an environment designed around the lifestyle and expectations of truck owners. At the same time, Jeep® customers can explore off-road capability in a showroom tailored to their brand’s adventurous DNA.

This new format is more than just polished displays and updated storefronts. It includes a redesigned service process and Mopar-certified parts support. Each facility is equipped to handle today’s electrified models with specialized tools, certified technicians, and updated safety systems—the result: a faster, more transparent, and more trustworthy service experience.

A Major Upgrade In Morelia –

Michoacán Motors—now operating under the SBH banner—brings over 90 years of experience in the automotive industry, from its upgraded showroom and service campus on Av. Madero Poniente #1474, Colonia Nueva Valladolid, in the capital city of Morelia, the dealership has been a core partner for Stellantis Mexico through decades of growth and brand evolution.

The modernized facility now includes:

• Full brand-divided showrooms tailored individually for Jeep®, Dodge, FIAT, Peugeot, and Ram

• More than 4,700 square meters (over 50,600 square feet) of service workshop space

• 12 operational service ramps designed for quicker repair and maintenance flow

• Certified body, paint, and mechanical repair capabilities that meet Stellantis’ global standards

• A Mopar-certified parts department supporting genuine components and accessories

• EV-ready tools and technician training, equipped for servicing hybrid and fully electric vehicles

To enhance customer confidence and communication, Michoacán Motors also utilizes the ClearMechanic service tool—a technology it implemented over five years ago. Through real-time photos, videos, and progress tracking, customers receive visual updates directly from technicians, improving transparency, reducing downtime, and strengthening long-term trust in the service process.

Growing Strength In Sonora –

Further north, Automotriz del Noroeste has also adopted the SBH dealership model. With nearly a century in the business and a long partnership with Stellantis brands, the dealer group continues to play a major part in the brand’s sales strength in the northwest region of Mexico. Its updated store in Ciudad Obregón, located on Jalisco and Náinari streets, now includes:

• Expanded display areas separated by brand

• Mopar-certified parts and service center

• Six workshop ramps and a dedicated space for body and paint repairs

• On-site customer parking

• Digital tools for scheduling and service follow-up

Whether a customer is browsing a turbocharged Dodge Attitude sedan, a FIAT Mobi city car, or a new Ram 1200 midsized truck, the experience is designed to feel more personal and attentive.

Stellantis Mexico’s Commitment To Growth –

For Stellantis Mexico leadership, these openings mark another important milestone in the automaker’s plan to serve customers in one of its most competitive markets.

“It is an honor for me and for the entire Stellantis Mexico team to share this important moment with Michoacán, led by José Antonio Garrido, who has been a key partner for all Stellantis brands. I am sure that this work and effort to transform into a Stellantis Brand House will bring positive changes to the sales force, as well as to after-sales services and customer service. With all this, we are preparing and strengthening ourselves to face the new challenges of the industry with innovative products and the best shopping experience for our customers,” said Daniel Alejandro González, President and CEO of Stellantis Mexico.

As the company leans into multi-energy products and prepares for more electrified vehicle launches in the coming years, this dealer transformation plays a crucial role. Stellantis wants its customers to feel supported from vehicle purchase to long-term service—and the Brand House model delivers that promise with clearer branding, modern facilities, and a fully integrated support network.

More SBH conversions are expected as Stellantis strengthens its footprint across Mexico. With these two new major investments complete, the customer experience for Mexico’s Dodge, Jeep®, Ram, FIAT, and Peugeot fans is already stepping up to a new level.