Stellantis Faces Pressure to Streamline Brands

Stellantis Faces Pressure to Streamline Brands​

With 14 Brands and Mixed Global Performance, the Automaker Considers Its Future Direction​

Stellantis is facing a major crossroads as it searches for a new CEO following the departure of Carlos Tavares in December. The automaker, formed from the 2021 merger of Fiat Chrysler Automobiles (FCA) and Peugeot S.p.A., has the largest brand portfolio in the industry with 14 distinct marques. This vast lineup brings both strength and complexity — and now, there’s mounting pressure to determine how many of these brands have a viable future.

https://moparinsiders.com/stellantis-faces-pressure-to-streamline-brands/

 

[bill burke]

Most concerned about Chrysler. Floated earlier the idea of instead of bringing European brands to North America to boost sales and profits, select two models that are “Euro-Popular” but potentially and likely viable in our market if launched correctly and change a couple of body panels, grill, tail lights, add North American power plant if needed and rebadge them as Chryslers. Must be upscale models that gives America anchored Chrysler a subtle Luxury European flare as an excitement factor on a carefully orchestrated relaunch.
Just a thought, but it might have some thought provoking value. Very interested in feedback and critique. My Chrysler worries are debilitating me. How about you?

 

[LaminarFlow]

Fiat 20% Safe due to sales and historic brand
Peugeot 20% Safe due to sales and historic brand
Jeep 15% Safe due to sales and historic brand
Ram 10% Safe due to sales
Untracked 9% I do not know what this is
Opel/Vauxhall 9% Safe due to sales
Citroën 8% Safe due to sales and historic brand
Dodge 3% RAM is assimilated back into Dodge
Chrysler 3% Safe because historic brand, also lack of sales due to lack of models
Alfa Romeo 1% Assimilated into Fiat Abarth
DS 1% Assimilated back into Citroën
Lancia 1% Assimilated into Fiat
Maserati 0% Discontinued - Ferrari does what Maserati is trying to do

 

[Leuname]

Most concerned about Chrysler. Floated earlier the idea of instead of bringing European brands to North America to boost sales and profits, select two models that are “Euro-Popular” but potentially and likely viable in our market if launched correctly and change a couple of body panels, grill, tail lights, add North American power plant if needed and rebadge them as Chryslers. Must be upscale models that gives America anchored Chrysler a subtle Luxury European flare as an excitement factor on a carefully orchestrated relaunch.
Just a thought, but it might have some thought provoking value. Very interested in feedback and critique. My Chrysler worries are debilitating me. How about you?

 

[Leuname]

Basically, Lancia, Alfa Romeo and DS-A will be absorbed into the Chrysler brand and Maserati will become a top of the line trim for the Chrysler brand. Chrysler is going to be the only luxury brand for the group once the new CEO comes in. The corporate name "Stellantis" is also going to disappear and be renamed Chrysler Corporation.

 

[bill burke]

Basically, Lancia, Alfa Romeo and DS-A will be absorbed into the Chrysler brand and Maserati will become a top of the line trim for the Chrysler brand. Chrysler is going to be the only luxury brand for the group once the new CEO comes in. The corporate name "Stellantis" is also going to disappear and be renamed Chrysler Corporation.

Interesting take. I always envisioned Maserati and Chrysler sharing product differentiated by their respective markets. Ditto for Dodge and Alfa Romeo. Build each in own market sharing identical manufacturing assets. You get four brand products from two shared vehicles. An idea.

 

[Jeeper1961]

I'd be interested to see the management organizational charts for each brand. That's probably quite a few CEO's and VP's for each brand. And then even more people under them. It's very wasteful and a lot of bureaucracy. They should streamline or sell off some brands. Also, there needs to be more product sharing. I see some Fiat vehicles that would be good for Dodge. The Fiat Fastback Abarth sold in Brazil might be a good one for Dodge. They at least need to think about developing vehicles on the same platform for multiple markets. The USA is the biggest market for potential sales so I'm not sure why we have been starved for product.

 

[AlexB]

I'd be interested to see the management organizational charts for each brand. That's probably quite a few CEO's and VP's for each brand. And then even more people under them. It's very wasteful and a lot of bureaucracy. They should streamline or sell off some brands. Also, there needs to be more product sharing. I see some Fiat vehicles that would be good for Dodge. The Fiat Fastback Abarth sold in Brazil might be a good one for Dodge. They at least need to think about developing vehicles on the same platform for multiple markets. The USA is the biggest market for potential sales so I'm not sure why we have been starved for product.

Basically, Lancia, Alfa Romeo and DS-A will be absorbed into the Chrysler brand and Maserati will become a top of the line trim for the Chrysler brand. Chrysler is going to be the only luxury brand for the group once the new CEO comes in. The corporate name "Stellantis" is also going to disappear and be renamed Chrysler Corporation.

none of that is gonna happen.

 

[TripleT]

Fiat 20% Safe due to sales and historic brand
Peugeot 20% Safe due to sales and historic brand
Jeep 15% Safe due to sales and historic brand
Ram 10% Safe due to sales
Untracked 9% I do not know what this is
Opel/Vauxhall 9% Safe due to sales
Citroën 8% Safe due to sales and historic brand
Dodge 3% RAM is assimilated back into Dodge
Chrysler 3% Safe because historic brand, also lack of sales due to lack of models
Alfa Romeo 1% Assimilated into Fiat Abarth
DS 1% Assimilated back into Citroën
Lancia 1% Assimilated into Fiat
Maserati 0% Discontinued - Ferrari does what Maserati is trying to do

DS should be a trim Level Citroen not a separate brand.
Opel/Vauxhall can just be German/UK versions of Peugeot not separate brands just regional marketing arms
Lancia a Trim Level of Fiat like Abarth, Luxury vs performance
Chrysler a trim level of Dodge, which i historically has been and RAM depending on which model.

Alfa Romeo/Maserati/Jeep should be paired everywhere but NA.

Brand experiment is over... NA we have sub-model... This should have been sorted 08' There are CDJRF Franchises PERIOD not individual brands it is too cumbersome.

 

[TripleT]

Basically, Lancia, Alfa Romeo and DS-A will be absorbed into the Chrysler brand and Maserati will become a top of the line trim for the Chrysler brand. Chrysler is going to be the only luxury brand for the group once the new CEO comes in. The corporate name "Stellantis" is also going to disappear and be renamed Chrysler Corporation.

I wish those gummies were legal in my state.

 

[vbondjr1]

Streamlining the brands is simple.
European market = Fiat, Alfa Romeo & Maserati (STLA small, medium, large) 75% of Stellantis entire EV market
Latin American Market = Fiat (STLA Small & Medium) 15% EV market
US Market = Dodge, Jeep & Chrysler (STLA Medium, Large & Frame) heavy focus on the Hurricane & Hurricane-Hybrid market. 10% EV market
It's time to bring Ram back under the Dodge umbrella and just have three brands under the Mopar umbrella.
Chrysler needs to be repurposed to DESTROY tesla & Rivian with better EVs that are engaging to drive and have long range.
Jeep can be all about the Wrangler & Cherokee/Grand Cherokee
Dodge needs to go back to being the mainstream brand that really carries the bulk of the Mopar N/A brands and they all need to be made here in the USA. SLTA medium should have the Dart 4-door hatch (like the Charger), the Gen-2 Hornet & a Rampage pickup, the STLA large Dodge should have the Charger (2 & 4-door hatchback coupe), a FWD based Monaco premium sedan, the Durango SUV and the Dakota pickup design to fight the Honda Ridgeline but RWD based with Hurricane-6 power and the Durango (2 row and 3-Row) while the STLA Large should give us the Ramcharger SUV and the Dodge Ram 1500, Ram 2500HD and so on.

 

[TripleT]

Ram is Never going back to Dodge; it is even odds with going back to Graham or Fargo. Of all the things the PE guys did wrong, and it was only to sell to Nissan, RAM as its own Brand was the only lasting success.

Jeep will not give away is position to other brands either in the SUV and CUV space.

If anything, we should see an expansion of Jeep and Ram globally. I would advocate that Ram be the default Brand worldwide for Cargo and pickups.

 

[james.mooney.]

I would advocate that Ram be the default Brand worldwide for Cargo and pickups.

Agreed, except that Fiat Professional has been an established player in the commercial vehicle market for decades, especially in Europe and South America. They could risk losing a lot of brand equity and customer good will and loyalty (and sales) if they were to replace it with Ram in those markets. Maybe Ram could absorb Fiat Professional and they could rebadge and sell some/most of their vehicles as Fiat Professionals in those markets where FP has greater name recognition? But yes, Ram everything else.

 

[james.mooney.]

So maybe merge the brands without actually merging the brands?

They could combine certain brands into "divisions," each run like a single brand. For example, Chrysler and Dodge could share a single CEO, corporate structure, budget, etc.-- but some of their vehicles could be styled and badged as Chryslers, and some could be styled and badged as Dodges.

With many/most of the brands already sharing platforms, engineering, suppliers, assembly plants, dealerships, etc., this strategy could streamline corporate operations while having little to no impact on public-facing elements of the company.

Jeep/Ram/Fiat Professional Division: global division based in the U.S.

Alfa Romeo/Maserati division: global division based in Italy.

Chrysler/Dodge Division: North America-focused division based in the U.S.

Fiat/Lancia Division: Europe-focused division based in Italy.

Citroen/Peugeot/DS Division: Europe-focused division based in France.

Opel/Vauxhall Division: Europe-focused division based in Germany.

Fiat/Citroen/Peugeot SA: South America-focused division based in Brazil.

 

[patfromigh]

Ram and Fiat do a good job of coexisting in the Latin American market. The separation of the Ram brand from Dodge contributes greatly to overseas success for the brand. General Electric created the Hot Point brand name for appliances because GE was the ugly American in some markets. I'm sure Dodge has been seen in the same light in places depending on the local politics.

 

[TripleT]

So maybe merge the brands without actually merging the brands?

They could combine certain brands into "divisions," each run like a single brand. For example, Chrysler and Dodge could share a single CEO, corporate structure, budget, etc.-- but some of their vehicles could be styled and badged as Chryslers, and some could be styled and badged as Dodges.

With many/most of the brands already sharing platforms, engineering, suppliers, assembly plants, dealerships, etc., this strategy could streamline corporate operations while having little to no impact on public-facing elements of the company.

Jeep/Ram/Fiat Professional Division: global division based in the U.S.

Alfa Romeo/Maserati division: global division based in Italy.

Chrysler/Dodge Division: North America-focused division based in the U.S.

Fiat/Lancia Division: Europe-focused division based in Italy.

Citroen/Peugeot/DS Division: Europe-focused division based in France.

Opel/Vauxhall Division: Europe-focused division based in Germany.

Fiat/Citroen/Peugeot SA: South America-focused division based in Brazil.

Opel/Vauxhall just needs a market arm in Germany not unique products.

Jeep can be with Alfa and Maserati outside the Americas.

Just streamlining a bit more